توسعه‌های نظری در مدیریت بازاریابی صنعتی: دیدگاه‌های چند رشته‌ای

Marketing as a discipline in general, and industrial marketing in particular, has drawn upon a number of different theoretical perspectives from domains as diverse as organisational theory, systems analysis, economics, psychology, sociology and anthropology to further our understanding. However, to build this understanding and increase the relevance of marketing research, we need to be aware of the ontological assumptions and stances that such theoretical perspectives use. The purpose of this special issue is therefore to offer a platform for the exploration, comparison, application, and consideration of ontological choice and its implications in industrial marketing research. To achieve this we review early industrial marketing scholarship in this first section. In the second section, we identify the larger ebbs and flows that mark the development and advancement of industrial marketing research. In the final section, we provide an overview of the papers in this special issue in the form of a thematic exploration of theoretical developments in industrial marketing management research.

Marketing as a discipline in general, and industrial marketing in particular, has drawn upon a number of different theoretical perspectives from domains as diverse as organisational theory, systems analysis, economics, psychology, sociology and anthropology (Buvik, 2001 and Murgolo-Poore et al., 2003). As marketing researchers we not only draw upon these diverse theoretical perspectives, but we also regularly combine differing theoretical perspectives, from within and outside the management and marketing disciplines, to further our understanding. However, to build these new theoretical understandings and increase the relevance of marketing research, we need to be aware of the ontological assumptions and stances that such theoretical perspectives use. Knowing how conceptually close or distant differing theoretical approaches are to the marketing phenomena of interest and how compatible they are in terms of their underlying properties and characteristics in providing explanations will have a major impact on the contribution researchers may make in using such theories (Okhuysen & Bonardi, 2011). Given the importance of ontology in framing research contributions, it is surprising that greater attention is not paid to exploring different ontological and epistemological approaches in industrial marketing research (Easton, 1998). The purpose of this special issue is therefore to offer a platform for the exploration, comparison, application, and consideration of ontological choice and its implications in industrial marketing research. To achieve this we review early industrial marketing scholarship in this first section. In the second section, we identify the larger ebbs and flows that mark the development and advancement of industrial marketing research. In the final section, we provide an overview of the papers in this special issue in the form of a thematic exploration of theoretical developments in industrial marketing management research.