Collective Engagement in Organizational Settings

Michael Kleinaltenkamp, Ingo Karpen, Carolin Plewa, Elina Jaakkola, Jodie Conduit

Research output: Contribution to journalJournal articleResearchpeer-review


Customer engagement has emerged as a central concept in marketing. Despite impressive scholarly citations and managerial relevance, the consideration of customer engagement and emotional connections in business marketing has been scant. Indeed, researchers have focused on individual- level engagement, conceptually inadequate for the multi-actor nature of business-to-business settings. To advance this limited theoretical perspective, the paper contributes a systematic, coherent conceptualization of collective engagement and advances the theoretical domains of customer and actor engagement in particular and business-to-business research in general, while also suggesting a detailed research agenda.
Original languageEnglish
JournalIndustrial Marketing Management
Pages (from-to)11-23
Number of pages13
Publication statusPublished - Jul 2019

Bibliographical note

Published online 14 March 2019

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