Purpose – 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...

Reviews the academic research conducted on organizational buying behavior since the publication of Sheth’s model of industrial buying behavior in 1973. Discovers an impressive amount of research primarily focused on the decision‐making process, environmental influences and conflict...