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

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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.

Original languageEnglish
Pages (from-to)217-231
JournalIndustrial Marketing Management
Volume92
DOIs
Publication statusPublished - Jan 2021
MoE publication typeA1 Journal article-refereed

Keywords

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

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