Relationships and Networks as Examined in Industrial Marketing Management

Naude, P ORCID: https://orcid.org/0000-0002-4019-0393 and Sutton-Brady, C (2019) Relationships and Networks as Examined in Industrial Marketing Management. Industrial Marketing Management, 79. pp. 27-35. ISSN 0019-8501

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Abstract

The importance of the study of relationships and networks within business-to-business marketing is clear from the numerous articles written over the years that aim to give us greater insight into these two concepts. This paper reviews six of these articles. What sets these six apart from others is that they are the most highly cited articles on relationships and networks published in Industrial Marketing Management between 1995 and 2004. We examine each of these articles in terms of their scholarly impact and identify what researchers have learnt from these highly cited papers. Our conclusions show some interesting similarities that we feel has led to these articles being so highly cited. We conclude that the key to citation success is the identification of new research avenues. In addition, the chances of writing excellent papers seems to be improved when collaborating with others, rather than writing alone. By introducing new ideas these authors have not only been successful in their own work, but have given others the platforms to build on, thereby generating much more research in this area.