Engaging in Engaged B2B Scholarship: Relevance Squared

Purpose: This paper aims to reflect on relevance of business-to-business research based on Van de Ven’s (2007) engaged scholarship model.
Design/methodology/approach: The paper is a reflection of the current state and potential future research avenues.
Findings: The paper highlights that relevance is important in all four engaged scholarship activities. Pitfalls also occur at all four parts.
Research limitations/implications: The paper highlights challenges and opportunities in business-to-business marketing research.
Originality/value: The paper reflects on relevance of research projects.