Abstract
Originality/value: In this article, we translate the basic principles within the grounded theory methodology into more general recommendations that can be used by B2B researchers.
- Title
- Conceptualizing for managerial relevance in B2B research
- Creators - without role
- Bengt Gustavsson - Stockholm University (SE)Lars-Johan Åge - Stockholm School of Economics, Department of Marketing and Strategy
- Publication Details
- Journal of Business and Industrial Marketing, Vol.29, pp.626-632
- Publisher
- Emerald: 24 month embargo
- Number of pages
- 7
- Identifiers
- 991001480657306056
- Academic Unit
- Department of Marketing and Strategy
- Language
- English
- Resource Type
- Journal article