Outstanding Article of the Year Award 2007

Jagdish N. Sheth, Emory University

"Emerging Research Opportunities for Doctoral Students in Business to Business Marketing"

Abstract                

Marketing is a contextual discipline. Therefore, as its context changes, it creates new research opportunities for doctoral students. I have identified six major contextual trends relevant to B-to-B marketing. They are: Internet revolution; inorganic growth through mergers and acquisitions; breakup of vertical integration; rise of emerging economies; privatization of public enterprises; and globalization of markets. Numerous potential areas of research are identified in this paper. However, it also suggests that the traditional survey research of key informants and its analysis using LISREL to test hypotheses anchored to behavioral and managerial theories will be inadequate for the emerging research opportunities. The doctoral students are encouraged to study more macro theories in economics, sociology, and political science. In addition, they are encouraged to use archival studies, simulation, Internet based experimental research, and virtual bazaars as new research methodologies.