Expert Panel Event |
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Special Session: We were fortunate to be able to call upon the services of four extremely well-qualified speakers for our Panel Event. The event, entitled ‘Whither B2B Marketing?’, set out to raise the profile of research into B2B/KAM issues via discussion, and questions from the audience, on the current state (and indeed status!) of B2B marketing research, and, perhaps more importantly, where do we go from here? Panel members were Ross Brennan, Middlesex University; Bill Donaldson, Robert Gordon University; Katy Mason, Lancaster University; and Malcolm McDonald, Cranfield University. Malcolm debated the scope of what we call ‘B2B marketing’; the extent to which it should be treated differently (or not) from B2C; and the need to research what we think is worthwhile. Katy outlined some of the limitations of quantitative methods in B2B research; the benefits of a practice-based approach to market(ing) studies; and the challenges facing researchers. Ross’s presentation explained IMP Group approaches to B2B marketing studies; and the significance of emotionality and social media in future B2B research. Finally Bill asked some tricky question: How are B2B scholars viewed by others; why are there so few B2B courses/modules on offer; and how should we stimulate more academic attention to the area? Thanks to the generosity of our speakers, the PowerPoint slides from each of the presentations are available as attachments to the SIG website.  Bill Donaldson Presentation (130.57 kB) Katy Mason Presentation (969.63 kB) Malcolm McDonald Presentation (589 kB) Ross Brennan Presentation (1.23 MB)The circulation of the slides is important because it is worth noting that our SIG event attracted about 30 participants. This was pleasing , but it was slightly disappointing that audience numbers were not bigger for such a stimulating discussion, However, it turned out that our event, along with a few others which also suffered, had been scheduled alongside the ‘Meet the Editors’ session in Liverpool which naturally, given these REF-driven times, attracted a large audience. |
