ABSTRACT
Retrospection is one of the properties of sensemaking. Retrospection happens implicitly, as unintended thinking, or explicitly, in the form of active thinking. Focusing active thinking to retrospect about what we really know and do not know about business-to-business marketing helps to identify small, subtle features and relationships that can have surprisingly large effects. This dominant logic includes instructions in the questionnaire to answer the questions as they relate to the respondent’s firm or to a successful relationship regarding the respondent’s firm with a customer firm or a supplier firm. The collection of data from both buyers and sellers participating in the same relationship or multiple parties participating in multiple-interacting relationships is rare. Additional business-to-business marketing process research includes Montgomery’s “gatekeeping analysis” in examining a buying committee’s adoptions and rejections of 124 products in a business-to-business marketing setting.
