{"id":2645,"date":"2006-12-01T14:56:02","date_gmt":"2006-12-01T19:56:02","guid":{"rendered":"https:\/\/www.jagsheth.com\/?p=2645"},"modified":"2019-02-15T11:43:08","modified_gmt":"2019-02-15T16:43:08","slug":"the-surpluses-and-shortages-in-business-to-business-marketing-theory-and-research","status":"publish","type":"post","link":"https:\/\/www.jagsheth.com\/marketing-research\/the-surpluses-and-shortages-in-business-to-business-marketing-theory-and-research\/","title":{"rendered":"The Surpluses and Shortages in Business-to-Business Marketing Theory and Research"},"content":{"rendered":"<h5><strong>Purpose<\/strong>\u00a0\u2013 Business-to-business marketing has come of age in the last three decades and research in this area has been extensive and impressive. This paper examines the extant body of business-to-business marketing research and identifies surpluses and shortages with the goal of stimulating future research.<\/p>\n<p><strong>Design\/methodology\/approach<\/strong>\u00a0\u2013 This paper focuses on two questions regarding future business-to business marketing. First, what has been the focus of understanding in business-to-business marketing theory and what should be its future focus? Second, what has been the purpose or objective to study business-to-business marketing and what should be the future objective for research?<\/p>\n<p><strong>Findings<\/strong>\u00a0\u2013 It is found that research in business-to-business marketing is fundamentally changing and will continue to change. The paper identifies areas of business-to-business marketing research that have received surplus attention and areas that require additional attention.<\/p>\n<p><strong>Practical implications<\/strong>\u00a0\u2013 The paper provides guidelines for future exploration of the business-to-business research domain.<\/p>\n<p><strong>Originality\/value<\/strong>\u00a0\u2013 The paper is analogous to the widely cited paper by Sheth (1979) that reviewed the state of consumer behavior research and identified areas that had been unexplored or under-explored, and in the process provided an impetus for new research in consumer behavior.<\/h5>\n<a href=\"https:\/\/www.jagsheth.com\/wp-content\/uploads\/2006\/12\/the-surpluses-and-shortages-in-business-to-business-marketing-theory-and-research.pdf\" class=\"pdfemb-viewer\" style=\"\" data-width=\"max\" data-height=\"max\" data-mobile-width=\"500\"  data-scrollbar=\"none\" data-download=\"on\" data-tracking=\"on\" data-newwindow=\"on\" data-pagetextbox=\"off\" data-scrolltotop=\"off\" data-startzoom=\"100\" data-startfpzoom=\"100\" data-toolbar=\"bottom\" data-toolbar-fixed=\"off\">The Surpluses And Shortages In Business To Business Marketing Theory And Research<br\/><\/a>\n","protected":false},"excerpt":{"rendered":"<p>Purpose\u00a0\u2013 Business-to-business marketing has come of age in the last three decades and research in this area has been extensive and impressive. This paper examines the extant body of business-to-business&#8230;<\/p>\n","protected":false},"author":3,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[8,10],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>The Surpluses and Shortages in Business-to-Business Marketing Theory and Research - Jagdish Sheth<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.jagsheth.com\/marketing-research\/the-surpluses-and-shortages-in-business-to-business-marketing-theory-and-research\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Surpluses and Shortages in Business-to-Business Marketing Theory and Research - Jagdish Sheth\" \/>\n<meta property=\"og:description\" content=\"Purpose\u00a0\u2013 Business-to-business marketing has come of age in the last three decades and research in this area has been extensive and impressive. This paper examines the extant body of business-to-business...\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.jagsheth.com\/marketing-research\/the-surpluses-and-shortages-in-business-to-business-marketing-theory-and-research\/\" \/>\n<meta property=\"og:site_name\" content=\"Jagdish Sheth\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/pages\/Dr-Jagdish-Sheth\/197592353614744\" \/>\n<meta property=\"article:published_time\" content=\"2006-12-01T19:56:02+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2019-02-15T16:43:08+00:00\" \/>\n<meta name=\"author\" content=\"Jagdish Sheth\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@JagSheth\" \/>\n<meta name=\"twitter:site\" content=\"@JagSheth\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Jagdish Sheth\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"1 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.jagsheth.com\/marketing-research\/the-surpluses-and-shortages-in-business-to-business-marketing-theory-and-research\/\",\"url\":\"https:\/\/www.jagsheth.com\/marketing-research\/the-surpluses-and-shortages-in-business-to-business-marketing-theory-and-research\/\",\"name\":\"The Surpluses and Shortages in Business-to-Business Marketing Theory and Research - Jagdish Sheth\",\"isPartOf\":{\"@id\":\"https:\/\/www.jagsheth.com\/#website\"},\"datePublished\":\"2006-12-01T19:56:02+00:00\",\"dateModified\":\"2019-02-15T16:43:08+00:00\",\"author\":{\"@id\":\"https:\/\/www.jagsheth.com\/#\/schema\/person\/f3034bd50b0dabe0720d9b561cd3a11b\"},\"breadcrumb\":{\"@id\":\"https:\/\/www.jagsheth.com\/marketing-research\/the-surpluses-and-shortages-in-business-to-business-marketing-theory-and-research\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.jagsheth.com\/marketing-research\/the-surpluses-and-shortages-in-business-to-business-marketing-theory-and-research\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/www.jagsheth.com\/marketing-research\/the-surpluses-and-shortages-in-business-to-business-marketing-theory-and-research\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/www.jagsheth.com\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"The Surpluses and Shortages in Business-to-Business Marketing Theory and Research\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.jagsheth.com\/#website\",\"url\":\"https:\/\/www.jagsheth.com\/\",\"name\":\"Jagdish Sheth\",\"description\":\"Charles H. 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