Business-to-business marketing research: Assessing readability and discussing relevance to practitioners

Olga Dziubaniuk, Wilhelm Barner-Rasmussen, Nikolina Koporcic, Maria Ivanova-Gongne, Tibor Mandják and Stefan Markovic
Additional contact information
Olga Dziubaniuk: Åbo Akademi University [Turku]
Wilhelm Barner-Rasmussen: Åbo Akademi University [Turku]
Nikolina Koporcic: Nottingham University Business School [Nottingham]
Maria Ivanova-Gongne: Åbo Akademi University [Turku]
Tibor Mandják: Métis Lab EM Normandie - EM Normandie - École de Management de Normandie = EM Normandie Business School
Stefan Markovic: CBS - Copenhagen Business School [Copenhagen]

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Abstract: Business practitioners tend to show little interest in academic journals, raising concerns that research-based knowledge potentially relevant to their managerial practice might evade them. The literature suggests academic writing style as one of the major reasons for this lack of interest. Against this background, we quantitatively examine the readability of 150 business-to-business (B2B) marketing research articles published in five leading journals. Our analysis identifies certain variations across journals and categories of papers, implying that it is possible to improve readability. We discuss the possible role of improved readability in encouraging practitioners to read B2B marketing research, while potentially increasing its relevance.

Date: 2021-02-12
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Published in Industrial Marketing Management, 2021, 92, pp.217-231. ⟨10.1016/j.indmarman.2020.01.012⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05013195

DOI: 10.1016/j.indmarman.2020.01.012

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