Business-to-business marketing research: Assessing readability and discussing relevance to practitioners

A1 Journal article (refereed)


Internal Authors/Editors


Publication Details

List of Authors: Olga Dziubaniuk, Wilhelm Barner-Rasmussen, Nikolina Koporcic, Maria Ivanova-Gongne, Tibor Mandják,Stefan Markovic
Publication year: 2020
Journal: Industrial Marketing Management
Journal acronym: IMM


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 journals. Our analysis identifies certain variations across journals and categories of papers, implying that it is possible to improve readability. We discuss the possible role of improved readability in encouraging practitioners to read B2B marketing research, while potentially increasing its relevance.


Keywords

Academic language, Business-to-business marketing, Managerial relevance, readability, reading ease score

Last updated on 2020-02-04 at 07:18