How to Undertake Great Cross-disciplinary Research

Adam Lindgreen*, C. Anthony Di Benedetto, Roderick J. Brodie, Michel Van der Borgh

*Corresponding author for this work

Research output: Contribution to journalEditorial


As an applied social science, business-to-business research is inherently cross-disciplinary. The general theories that provide insight into business relationships, systems, and markets have disciplinary foundations in the economics, psychology, sociology, and management disciplines. When conducting cross-disciplinary research, academic researchers, like their counterparts in industry, must overcome functional silos. Depending on the type of research challenge, a multi-disciplinary approach may be required; however, differences in incentives, culture, terminology and jargon, and so forth all can lead to opportunistic and counterproductive behavior. The purpose of this editorial is to explore how to undertake cross-disciplinary research that advances knowledge and understanding in the domain of business-to-business research. To achieve this purpose, we elaborate on the theorizing processes; we examine how to break cross-disciplinary boundaries; and we provide practical guidelines for undertaking cross-disciplinary research.
Original languageEnglish
JournalIndustrial Marketing Management
Pages (from-to)A1-A5
Number of pages5
Publication statusPublished - Oct 2020

Bibliographical note

Published online: 1. April 2020


  • Cross-disciplinary research
  • Interdisciplinary research
  • Functional silos

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