ABSTRACT
In this chapter, the authors are pleased to see that the discussion has begun with the commentaries of recognized and respected business marketing scholars as Professors Spekman, Wilson, and Woodside. A project of such enormity and scope as a twenty-year review of a field presents a tremendous challenge. If the field is one that has seen a considerable amount of research activity and consists of a wide range of topics such as business marketing, the challenge is how to organize the information and at what level of detail to address it. The lack of the high-quality research studies and the general lack of studies reflecting Professor Woodside’s notion of “sensemaking” is perhaps why Professor Spekman continues to wonder whether we are having the “right” discussions.
