Customer based execution and strategy: Enhancing the relevance & utilization of B2B scholarship in the C-suite
Abstract
Given the economic importance of the business-to-business (B2B) sector, scholars and practitioners devote significant resources to understanding B2B marketing and strategy. Yet, utilization of academic scholarship among senior B2B executives remains low. This article describes three issues relevant to senior B2B executives and scholars: (1) factors inhibiting the utilization and value of B2B scholarship among senior B2B executives; (2)...
Paper Details
Title
Customer based execution and strategy: Enhancing the relevance & utilization of B2B scholarship in the C-suite
Published Date
Jul 1, 2020
Volume
88
Pages
396 - 409
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