Reply to Commentaries by Dant & Lapuka, Honeycutt & Thelen, Malhotra, Uslay, & Ndubisi, LaPlaca, and Woodside on “The Essence of Business Marketing Theory, Research and Tactics: Contributions by the Journal of Business-to-Business Marketing”

Abstract

ABSTRACT In this reply to the commentary articles by Dant & Lapuka, Honeycutt & Thelen, Malhotra, Uslay & Ndubisi, LaPlaca, and Woodside, we acknowledge the many insights offered by these scholars into the positioning of the Journal of Business-to-Business Marketing (JBBM). In response to their comments on the theoretical and international orientation of research published in JBBM, we have provided an analysis of the theoretical and methodological approaches employed in the various articles and the cross-country collaborations among the authors. The directions offered by Malhotra et al. as well as Woodside regarding future research in the area of B2B marketing are discussed in this article.