Think outside the box: Managerial relevance and theoretical developments within B2B marketing

Cecilia Cederlund

doi:10.1108/JBIM-11-2013-0245

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Think outside the box: Managerial relevance and theoretical developments within B2B marketing

Journal article

Peer reviewed

Think outside the box: Managerial relevance and theoretical developments within B2B marketing

Cecilia Cederlund

Journal of Business and Industrial Marketing, Vol.29(7/8), pp.642-651

2014

DOI: https://doi.org/10.1108/JBIM-11-2013-0245

Abstract

Creativity

Imagination

Managerial relevance

Methodological clarity

Solution research mode

Theory development

Originality/value - The article pinpoints two research modes and three epistemological stances – predict, describe and depict – which sharpens methodological clarity beyond traditional qualitative– quantitative, and conceptual– empirical classifications.

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8 Times Cited - Web of Science

Details

Title: Think outside the box
Creators - without role: Cecilia Cederlund - Stockholm School of Economics, Department of Marketing and Strategy
Publication Details: Journal of Business and Industrial Marketing, Vol.29(7/8), pp.642-651
Publisher: Emerald
Number of pages: 10
Identifiers: 991001480264706056
Academic Unit: Department of Marketing and Strategy
Language: English
Resource Type: Journal article

Think outside the box: Managerial relevance and theoretical developments within B2B marketing

Abstract

Metrics

Details

Stockholm School of Economics Social media