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The editorial aims to enhance the understanding and status of B2B marketing research amidst its complexity and interconnectedness.

Editorial: The B2B opportunity

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The editorial aims to enhance the understanding and status of B2B marketing research amidst its complexity and interconnectedness.
Encourages collaboration among B2B scholars and various research methodologies.
Identifies key aspects and trends in B2B marketing that merit further exploration.
Calls for conceptual dialogue to unify diverse perspectives within the B2B research community.
Highlights the potential of B2B markets as a driver of economic development and social progress.
Notes the increasing quality and quantity of submissions to the journal.
Identifies challenges posed by varied methodologies and the impact of AI on academic content.

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Editorial highlights the growth of B2B marketing research and calls for greater collaboration among scholars.

Ehret et al. (2026) studied this question.

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