Bridging the B2C and B2B Research Divide: The Domain of Retailing Literature
Author(s)
P. Dant, Rajiv
Brown, James
Griffith University Author(s)
Year published
2008
Metadata
Show full item recordAbstract
As the oldest academic journal in marketing, Journal of Retailing publishes research dealing with all sorts of B2B and B2C retailing-related topics. However, there appears to be a perception that Journal of Retailing welcomes only research pertaining to B2C issues. In this article, we debunk that perception through an analysis of the content of Journal of Retailing articles published during the 2002-2008 period. In particular, we find that only 18.7% of Journal of Retailing's content is devoted exclusively to B2C or C2C (consumer-to-consumer) topics. The remainder focuses on B2B research issues. We explore the implications ...
View more >As the oldest academic journal in marketing, Journal of Retailing publishes research dealing with all sorts of B2B and B2C retailing-related topics. However, there appears to be a perception that Journal of Retailing welcomes only research pertaining to B2C issues. In this article, we debunk that perception through an analysis of the content of Journal of Retailing articles published during the 2002-2008 period. In particular, we find that only 18.7% of Journal of Retailing's content is devoted exclusively to B2C or C2C (consumer-to-consumer) topics. The remainder focuses on B2B research issues. We explore the implications of these findings for researchers who wish to pursue retailing-related B2B research.
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View more >As the oldest academic journal in marketing, Journal of Retailing publishes research dealing with all sorts of B2B and B2C retailing-related topics. However, there appears to be a perception that Journal of Retailing welcomes only research pertaining to B2C issues. In this article, we debunk that perception through an analysis of the content of Journal of Retailing articles published during the 2002-2008 period. In particular, we find that only 18.7% of Journal of Retailing's content is devoted exclusively to B2C or C2C (consumer-to-consumer) topics. The remainder focuses on B2B research issues. We explore the implications of these findings for researchers who wish to pursue retailing-related B2B research.
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Journal Title
Journal of Retailing
Volume
84
Issue
4
Subject
Marketing Management (incl. Strategy and Customer Relations)
Marketing