Skip to main content

Research Repository

Advanced Search

Business-to-business marketing research: Assessing readability and discussing relevance to practitioners

Dziubaniuk, Olga; Barner-Rasmussen, Wilhelm; Koporcic, Nikolina; Ivanova-Gongne, Maria; Mandjak, T; Markovic, Stefan

Business-to-business marketing research: Assessing readability and discussing relevance to practitioners Thumbnail


Authors

Olga Dziubaniuk

Wilhelm Barner-Rasmussen

Nikolina Koporcic

Maria Ivanova-Gongne

T Mandjak

Stefan Markovic



Abstract

Business practitioners tend to show little interest in academic journals, raising concerns that research-based knowledge potentially relevant to their managerial practice might evade them. The literature suggests academic writing style as one of the major reasons for this lack of interest. Against this background, we quantitatively examine the readability of 150 business-to-business (B2B) marketing research articles published in five leading journals. Our analysis identifies certain variations across journals and categories of papers, implying that it is possible to improve readability. We discuss the possible role of improved readability in encouraging practitioners to read B2B marketing research, while potentially increasing its relevance.

Citation

Dziubaniuk, O., Barner-Rasmussen, W., Koporcic, N., Ivanova-Gongne, M., Mandjak, T., & Markovic, S. (2021). Business-to-business marketing research: Assessing readability and discussing relevance to practitioners. Industrial Marketing Management, 92, 217-231. https://doi.org/10.1016/j.indmarman.2020.01.012

Journal Article Type Article
Acceptance Date Jan 28, 2020
Online Publication Date Feb 6, 2020
Publication Date 2021-01
Deposit Date Feb 3, 2020
Publicly Available Date Mar 29, 2024
Journal Industrial Marketing Management
Print ISSN 0019-8501
Electronic ISSN 0019-8501
Publisher Elsevier
Peer Reviewed Peer Reviewed
Volume 92
Pages 217-231
DOI https://doi.org/10.1016/j.indmarman.2020.01.012
Keywords Marketing
Public URL https://nottingham-repository.worktribe.com/output/3853212
Publisher URL https://www.sciencedirect.com/science/article/pii/S0019850119300379

Files




You might also like



Downloadable Citations