Challenges for Business-to-Business Doctoral Programs: A Commentary
The paper by Erwin Danneels and Gary L. Lilien makes a valuable contribution to our understanding of doctoral training in business-to-business marketing—its origins and the current state of development. The paragraph of the captures one of the key features of business-to-business marketing, namely, the study of exchange relationships. As to research that will impact practitioners, the best outcome is rigor and relevance. The approach just described is almost the antithesis of Little’s successful strategy. The mandatory “managerial implications” section at the end of many articles is really just tokenism. Also, the requirement of many journals for the literature review section to outweigh the “why this topic is interesting” section, can misdirect researchers and frighten away practitioner-readers.