Where do we go from here? The future of B2B governance research

Abstract

Purpose

This paper aims to identify promising areas for future business to business (B2B) governance research.

Design/methodology/approach

This paper uses a theoretical approach.

Findings

Most governance research in marketing is conducted within the context of value chains (Porter 1985). There are great opportunities for governance researchers in marketing to improve the understanding of B2B relationships in problem solving and networking services. Moreover, rapid innovations taking place in networking services are changing the institutional environment across all forms of value creation. This in turn impacts how the nature and governance of relationships in the broader economy are understood.

Originality/value

The literature on B2B relationship governance is primarily rooted in one particular form of value creation, namely, the “value chain” (Porter, 1985). The authors examine whether the current conceptualization of B2B relationship governance is equally applicable for firms that have a different value creation logic and therefore engage in exchange relationships that differ in their object of exchange.

Citation

Wathne, K.H. and Fjeldstad, Ø.D. (2020), "Where do we go from here? The future of B2B governance research", Journal of Business & Industrial Marketing, Vol. 35 No. 4, pp. 623-627. https://doi.org/10.1108/JBIM-10-2018-0308