Navigating the future of B2B marketing: The transformative impact of the industrial metaverse

IF 10.5 1区管理学 Q1 BUSINESS

Journal of Business Research Pub Date : 2024-11-22 DOI:10.1016/j.jbusres.2024.115057

Boas Bamberger , Werner Reinartz , Wolfgang Ulaga

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引用次数: 0

Abstract

Rapid technological advancements and shifting market dynamics challenge business-to-business (B2B) marketing academia to maintain relevance among scholars and practitioners. This article examines the discipline’s evolution and explores future research directions shaped by the industrial metaverse. Scholarly research in B2B marketing evolved from a focus on transactions to one on relationships, business networks, and, finally, virtualized business ecosystems. The industrial metaverse, through business virtualization, dynamic strategizing, and enhanced stakeholder centricity, fundamentally affects how B2B transactions and relationships are managed. By embracing the industrial metaverse, we propose that scholarly research in B2B marketing can maintain its relevance and enhance its impact by tracking industry advances and more effectively addressing managerially relevant challenges. To this end, the article discusses the substantial shifts triggered by the industrial metaverse and develops promising research opportunities, advocating for academics to embrace these changes to align with practitioner needs and contemporary market dynamics.

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来源期刊

Journal of Business Research BUSINESS-

CiteScore

20.30

自引率

10.60%

发文量

956

期刊介绍： The Journal of Business Research aims to publish research that is rigorous, relevant, and potentially impactful. It examines a wide variety of business decision contexts, processes, and activities, developing insights that are meaningful for theory, practice, and/or society at large. The research is intended to generate meaningful debates in academia and practice, that are thought provoking and have the potential to make a difference to conceptual thinking and/or practice. The Journal is published for a broad range of stakeholders, including scholars, researchers, executives, and policy makers. It aids the application of its research to practical situations and theoretical findings to the reality of the business world as well as to society. The Journal is abstracted and indexed in several databases, including Social Sciences Citation Index, ANBAR, Current Contents, Management Contents, Management Literature in Brief, PsycINFO, Information Service, RePEc, Academic Journal Guide, ABI/Inform, INSPEC, etc.