Journal article

Connect, engage, transform: how B2B researchers can engage in impactful industry collaboration

E Mooi, S Mani, M Kleinaltenkamp, G Lilien, I Wilkinson

Journal of Business and Industrial Marketing | Emerald | Published : 2020

Abstract

Purpose: This paper aims to argue that engagement with industry in research, while costly in terms of time and effort, can provide benefits in terms of measurable research impact, particularly in the business-to-business (B2B) domain. Design/methodology/approach: This study draws joint experiences about how best to connect with an industry organization, how to engage with that organization and how to provide and document impact by transforming some aspect of that organization. Findings: The findings of this study provide practical and implementable suggestions on how to engage in impactful B2B research. Originality/value: This study discusses the special nature of the B2B domain and why enga..

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University of Melbourne Researchers