Charting the potential for interdisciplinary research in business-to-business marketing

: Markovic, Stefan; Jaakkola, Elina

Publisher: Elsevier

: 2024

: Industrial Marketing Management

: 123

: A1

: A3

: 0019-8501

: 1873-2062

DOI: https://doi.org/10.1016/j.indmarman.2024.09.006(external)

: https://doi.org/10.1016/j.indmarman.2024.09.006(external)

Business-to-business (B2B) research is becoming increasingly interdisciplinary, as more and more scholars are employing concepts, theories, frameworks and/or methods from different disciplines to explain specific B2B phenomena, problems or events. To support the enhancement of the B2B marketing field, this interdisciplinary issue brings together a small but relevant collection of articles that systematically explore the potential of some relevant research areas outside the domain of B2B research for expanding the horizons of B2B marketing. This issue also served as a valuable experiment showcasing the potential, but also practical challenges associated with advancing interdisciplinarity in B2B research.