Olga Dziubaniuk
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
Authors
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 | Feb 7, 2022 |
Journal | Industrial Marketing Management |
Print ISSN | 0019-8501 |
Electronic ISSN | 1873-2062 |
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 |
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