Connect, engage, transform: how B2B researchers can engage in impactful industry collaboration
Journal of Business & Industrial Marketing
ISSN: 0885-8624
Article publication date: 18 June 2020
Issue publication date: 14 December 2020
Abstract
Purpose
This paper aims to argue that engagement with industry in research, while costly in terms of time and effort, can provide benefits in terms of measurable research impact, particularly in the business-to-business (B2B) domain.
Design/methodology/approach
This study draws joint experiences about how best to connect with an industry organization, how to engage with that organization and how to provide and document impact by transforming some aspect of that organization.
Findings
The findings of this study provide practical and implementable suggestions on how to engage in impactful B2B research.
Originality/value
This study discusses the special nature of the B2B domain and why engagement with industry is especially important and beneficial. Though such research may not be appropriate for all academics, this study argues that its high rewards more than compensate for its high costs.
Keywords
Citation
Mooi, E., Mani, S., Kleinaltenkamp, M., Lilien, G. and Wilkinson, I. (2020), "Connect, engage, transform: how B2B researchers can engage in impactful industry collaboration", Journal of Business & Industrial Marketing, Vol. 35 No. 8, pp. 1305-1310. https://doi.org/10.1108/JBIM-09-2019-0401
Publisher
:Emerald Publishing Limited
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