Constructing Business-to-Business Marketing Models that Overcome the Limitations in Variable-Based and Case-Based Research Paradigms

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Constructing Business-to-Business Marketing Models that Overcome the Limitations in Variable-Based and Case-Based Research Paradigms

Purpose: This article describes the principal limitations frequently observable in variable-based and case-based research in business-to-business (B-to-B) marketing. Focus: The limitations relate to B-to-B theory construction, data collection, and data analysis and interpretation. The principal limi...

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Bibliographic Details
Main Author:	Woodside, Arch
Format:	Journal Article
Published:	Best Business Books 2015
Online Access:	http://hdl.handle.net/20.500.11937/53251

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