Scientific contributions to the field from the Journal of Business-to-Business Marketing

Abstract

The field of business-to-business marketing, as an area of study, is going into its second quarter century of existence. The earliest theories, organizing frameworks, textbooks, and the field's first journal all got their start in the late 1960s and early 1970s. As part of taking stock of the accomplishments of the first 25 years, this article focuses on the contributions made by the Journal of Business-to-Business Marketing (JBBM) since its inception. This article summarizes an important part of the research in the discipline. First, a general overview of the JBBM isprovided noting accomplishments to date. Subsequently, a detailed summary of its literature is presented. This section is organized by topic across the general model of business marketing management. For each article, the following is provided: a statement of the key research issue (the question raised by the researcher), the theoretical background, the methods used, the findings (related to the key issue), and the contribution(s) of the research (the support or refutation and revision to theory). Finally, some thoughts on the future of business-to-business marketing are presented.