Engaging in Engaged B2B Scholarship: Relevance Squared

Thomas Ritter*

*Corresponding author for this work

Research output: Contribution to journalJournal articleResearchpeer-review

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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.
Original languageEnglish
JournalJournal of Business and Industrial Marketing
Issue number4
Pages (from-to)615-618
Number of pages4
Publication statusPublished - 2020

Bibliographical note

Published online: February 23, 2019


  • Business-to-business marketing
  • Engaged scholarship
  • Relevance

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