In defense of challenger marketing

ABSTRACT This practitioner note offers a defense of the challenger approach to business-to-business marketing in light of the critiques by Rapp et al. (2014) and Inks et al. (2019). This practitioner note also extends the recent conceptual and historical discussion by Lim (2020) through an in-depth rejoinder that champions the merits and remedies the critiques of challenger marketing. From a theoretical standpoint, this practitioner note should assist in alleviating the concerns of critics and skeptics on challenger marketing as well as motivating greater interest in and promoting greater understanding and application of the concept in business-to-business marketing research. From a practical standpoint, this practitioner note should generate greater interest in challenger marketing and increase understanding among marketers on the appropriate application of challenger marketing for business-to-business marketing practice.