Business-to-business marketing research: Assessing readability and discussing relevance to practitioners
Abstract
Business practitioners tend to show little interest in academic journals, raising concerns that research-based knowledge potentially relevant to their managerial practice might evade them. The literature suggests academic writing style as one of the major reasons for this lack of interest. Against this background, we quantitatively examine the readability of 150 business-to-business (B2B) marketing research articles published in five leading...
Paper Details
Title
Business-to-business marketing research: Assessing readability and discussing relevance to practitioners
Published Date
Jan 1, 2021
Volume
92
Pages
217 - 231
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