The research cluster for business-to-business marketing at Copenhagen Business School’s Department of Marketing comprises researchers who investigate different aspects of marketing, marketing management, and marketing strategy between organizations. Focal research areas include commercial capabilities, organizational buying behavior, sales management, managing frontline employees and frontline teams, customer relationship management, servitization, customer solutions, the interplay between marketing and purchasing, and marketing innovative technologies. The researchers affiliated with the cluster conduct conceptual work, such as on the existence of multidexterity in customer relationship management (https://doi.org/10.1016/j.indmarman.2018.01.019), new product selling (https://doi.org/10.1007/s11747-017-0521-1), or interactions between purchasing and marketing (https://doi.org/10.1016/j.indmarman.2015.07.014). In empirical research projects, a wide range of methodological approaches are employed, ranging from case studies, to qualitative methods, to experiments, to quantitative analytical methods.
The vision of the B2B Marketing Research Cluster at Copenhagen Business School is to be the undisputed leader in this domain in Scandinavia and one of the leading research clusters on a global level, held in high esteem in terms of research, teaching, and dissemination. Following the Department of Marketing’s mission, our goal is to produce marketing-related research that impacts society via the dissemination of knowledge which helps national and global organizations to become more competitive.