We have extensive knowledge about the thematic development of the business-to-business marketing research. Much less is known, however, how major research contributions are created and disseminated, in brief, how the academic value is constructed between human and institutional actors. We address this issue by examining the relationship between IMM (Industrial Marketing Management journal) and the IMP (Industrial Marketing and Purchasing) research community in the creation of B2B marketing theory from the early 1990s to present. We argue that the relationship between the IMP community and IMM, led by Peter LaPlaca over the past 23 years, offers an exceptional living laboratory for studying academic value creation in the B2B domain. Based on documents and citation data from the late 1980s to 2016 we will show how the parties created new academic knowledge and value for each other through intensive interaction and collaborative activities. In conclusion, we discuss the forms of coordination between IMM and IMP and provide an outlook for the future of this unique relationship.