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

A1 Originalartikel i en vetenskaplig tidskrift (referentgranskad)

Interna författare/redaktörer

Publikationens författare: Olga Dziubaniuk, Wilhelm Barner-Rasmussen, Nikolina Koporcic, Maria Ivanova-Gongne, Tibor Mandják,Stefan Markovic
Publiceringsår: 2020
Tidskrift: Industrial Marketing Management
Tidskriftsakronym: IMM


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.


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

Senast uppdaterad 2020-30-03 vid 03:51