Connect, Engage, Transform: How B2B researchers can engage in impactful industry collaboration

Purpose: In this paper, we 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 B2B domain.

Design/methodology/approach: We draw on our 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: We provide practical, implementable suggestions on how to engage in impactful B2B research.

Originality/value: We discuss the special nature of the B2B domain and why engagement with industry is especially important and beneficial. While such research may not be appropriate for all academics, we argue that its high rewards more than compensate for its high costs.

The version of record is available at https://doi.org/10.1108/jbim-09-2019-0401. The full citation is as follows: [Connect, engage, transform: how B2B researchers can engage in impactful industry collaboration. Journal of Business & Industrial Marketing 35, 8 p1305-1310 (2020)]. 'This author accepted manuscript is deposited under a Creative Commons Attribution Non-commercial 4.0 International (CC BY-NC) licence. This means that anyone may distribute, adapt, and build upon the work for non-commercial purposes, subject to full attribution. If you wish to use this manuscript for commercial purposes, please contact permissions@emerald.com.

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Work Title Connect, Engage, Transform: How B2B researchers can engage in impactful industry collaboration
Access
Open Access
Creators
  1. Erik Mooi
  2. Sudha Mani
  3. Michael Kleinaltenkamp
  4. Gary Lilien
  5. Ian Wilkinson
Keyword
  1. Research impact
  2. Industry collaboration
  3. Business-to-business marketing
License CC BY-NC 4.0 (Attribution-NonCommercial)
Work Type Article
Publisher
  1. Journal of Business and Industrial Marketing
Publication Date June 18, 2020
Publisher Identifier (DOI)
  1. https://doi.org/10.1108/jbim-09-2019-0401
Deposited January 22, 2024

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Version 1
published

  • Created
  • Added 122-Connect_Engage_Transform_IMM-1.pdf
  • Added Creator Erik Mooi
  • Added Creator Sudha Mani
  • Added Creator Michael Kleinaltenkamp
  • Added Creator Gary L Lilien
  • Added Creator Ian Wilkinson
  • Published
  • Updated Keyword, Description Show Changes
    Keyword
    • Research impact, Industry collaboration, Business-to-business marketing
    Description
    • Purpose: In this paper, we 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 B2B domain.
    • Design/methodology/approach: We draw on our 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: We provide practical, implementable suggestions on how to engage in impactful B2B research.
    • Originality/value: We discuss the special nature of the B2B domain and why engagement with industry is especially important and beneficial. While such research may not be appropriate for all academics, we argue that its high rewards more than compensate for its high costs.
  • Renamed Creator Gary Lilien Show Changes
    • Gary L Lilien
    • Gary Lilien
  • Updated