Business-to-Business Marketing Research: Assessing Readability and Discussing Relevance to Practitioners

Olga Dziubaniuk*, Wilhelm Barner-Rasmussen, Nikolina Koporcic, Maria Ivanova-Gongne, Tibor Mandják, Stefan Markovic

*Corresponding author for this work

Research output: Contribution to journalJournal articleResearchpeer-review


Business practitioners tend to show little interest in academic journals, raising concerns that research-based knowledge potentially relevant to their managerial practice might evade them. The literature suggests academic writing style as one of the major reasons for this lack of interest. Against this background, we quantitatively examine the readability of 150 business-to-business (B2B) marketing research articles published in five leading journals. Our analysis identifies certain variations across journals and categories of papers, implying that it is possible to improve readability. We discuss the possible role of improved readability in encouraging practitioners to read B2B marketing research, while potentially increasing its relevance.
Original languageEnglish
JournalIndustrial Marketing Management
Pages (from-to)217-231
Number of pages15
Publication statusPublished - Jan 2021

Bibliographical note

Published online: 6 February 2020


  • Academic language
  • Business-to-business marketing
  • Managerial relevance
  • Readability
  • Reading ease score
  • Writing style

Cite this