2 Pages

Program of Action for Business-to-Business Doctoral Programs: A Reply to Commentary

WithErwin Danneels, Gary L. Lilien

PhD programs clearly need more business marketing content. The best way to address this deficiency is for all of us to produce research that is sufficiently rigorous and relevant so it must be incorporated in PhD studies. That material should focus on the key characteristics—extended value chains, long-term relationships, heterogeneous customer groups, often with a few powerful and knowledgeable buyers, multiple decision makers with associated agency problems—that make business markets different.