Research that is both rigorous and relevant represents the foundation of the B2B Marketing Research Cluster. The researchers affiliated with the cluster work on a variety of research projects. Additionally, there is close cooperation with other Danish universities, such as University of Copenhagen and Danish Technical University.
Examples of current research projects:
- Corporate social responsibility and sustainability in business-to-business marketing management.
- Selling access-based services: What are the determinants of successfully selling services that replace asset ownership?
- SmartDiagnos: A Horizon 2020 project together with Danish Technical University and others on developing a commercially viable product for sepsis detection in humans.
The business-to-business marketing perspective is included in different courses, with a strong focus on the new Master of Science program, Customer and Commercial Development (https://www.cbs.dk/en/study/graduate/msc-in-economics-and-business-administration/msc-in-eba-customer-and-commercial-development). Example courses taught by researchers affiliated with the research cluster are:
- B2B Marketing
- Bio Markets, Business to Business Marketing
- Business Intelligence and Customer Insights
- Business Models for Digital Platform Ecosystems
- Creating Innovation & Customer Value
- Managing the Customer Journey in a Marketing Perspective
- Sales Management
The research cluster is regularly involved in various activities designed to transfer the knowledge gained in the research projects to the business community. Researchers in the cluster collaborate with Danish, European, and global companies in research and teaching activities.
4. Services to the wider academic community
The researchers affiliated with the B2BMRC are active members of the global academic community of B2B marketing researchers. As such, we have been involved in hosting the Industrial Marketing Management Summit, an interactive format enabling academia to develop and discuss current developments in the area of industrial and B2B marketing, and the IMP Conference. Moreover, we take on important editorial roles at leading international journals, such as being the Co-Editor in Chief at Industrial Marketing Management, the Associate Editor at Industrial Marketing Management, and being members of the editorial boards of the Journal of Service Research, the Journal of Personal Selling & Sales Management, Industrial Marketing Management, the Journal of Business-to-Business Marketing, the Journal of Business and Industrial Marketing, and European Business Review. Additionally, we are frequently involved in co-chairing tracks on B2B marketing at leading international conferences, such as the American Marketing Association Academic Conference or the Academy of Marketing Science Annual Conference.
Industrial Marketing Management Summit
Industrial Marketing Management is the leading outlet for theoretical, empirical, and case-based research geared to the needs of marketing scholars and practitioners researching and working in industrial and business-to-business markets. As a signature feature, Industrial Marketing Management strives for a balance of theory and practical applications in all its articles. The journal’s global reach is evidenced by the fact that international scholars and practitioners from North America, Europe, Australia/New Zealand, Asia, and other regions of the globe share their latest findings for improving effectiveness and efficiency of industrial markets. This comprehensive approach has helped to keep readers abreast of the timeliest research and practice necessary for better marketing decisions and strategy in global industrial and business-to-business markets.
The journal is co-edited by professors Adam Lindgreen (Copenhagen Business School) and Tony Di Benedetto (Fox School of Business at Temple University).
In 2018, together with the journal’s publisher, the co-editors-in-chiefs launched the Industrial Marketing Management Summit. The aim of the summit is to offer a platform for debating (as opposed to writing and reading) current theory and practice challenges and their solutions. We wished to establish an interactive format enabling academia to develop and discuss thought leadership thereby developing solutions for society.
The summits provide a forum for rigorous and thought-provoking papers that examine current and emerging topics in industrial and business-to-business marketing. This includes literature reviews, conceptual studies, methodological entries, or empirical studies.
The 2nd Industrial Marketing Management Summit will take place 23-25 January 2019, at Copenhagen Business School. This summit will focus on recent advances in theory and practice within global industrial and business-to-business marketing. The summit will continue, and build upon, the proud traditions of Industrial Marketing Management and the 1st summit.