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Bridging the B2C and B2B Research Divide: The Domain of Retailing Literature

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  • Dant, Rajiv P.
  • Brown, James R.

Abstract

As the oldest academic journal in marketing, Journal of Retailing publishes research dealing with all sorts of B2B and B2C retailing-related topics. However, there appears to be a perception that Journal of Retailing welcomes only research pertaining to B2C issues. In this article, we debunk that perception through an analysis of the content of Journal of Retailing articles published during the 2002–2008 period. In particular, we find that only 18.7% of Journal of Retailing's content is devoted exclusively to B2C or C2C (consumer-to-consumer) topics. The remainder focuses on B2B research issues. We explore the implications of these findings for researchers who wish to pursue retailing-related B2B research.

Suggested Citation

  • Dant, Rajiv P. & Brown, James R., 2008. "Bridging the B2C and B2B Research Divide: The Domain of Retailing Literature," Journal of Retailing, Elsevier, vol. 84(4), pages 371-397.
    • Handle: RePEc:eee:jouret:v:84:y:2008:i:4:p:371-397
    DOI: 10.1016/j.jretai.2008.09.005
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    1. Yuan, Hong & Krishna, Aradhna, 2008. "Pricing of mall services in the presence of sales leakage," Journal of Retailing, Elsevier, vol. 84(1), pages 95-117.
    2. Davis, Donna F. & Mentzer, John T., 2008. "Relational Resources in Interorganizational Exchange: The Effects of Trade Equity and Brand Equity," Journal of Retailing, Elsevier, vol. 84(4), pages 435-448.
    3. Bürkle, Thomas & Posselt, Thorsten, 2008. "Franchising as a plural system: A risk-based explanation," Journal of Retailing, Elsevier, vol. 84(1), pages 39-47.
    4. Dellaert, Benedict G.C. & Arentze, Theo A. & Timmermans, Harry J.P., 2008. "Shopping context and consumers’ mental representation of complex shopping trip decision problems," Journal of Retailing, Elsevier, vol. 84(2), pages 219-232.
    5. Vanhamme, Joëlle & de Bont, Cees J.P.M., 2008. "“Surprise Gift” Purchases: Customer Insights from the Small Electrical Appliances Market," Journal of Retailing, Elsevier, vol. 84(3), pages 354-369.
    6. Duan, Wenjing & Gu, Bin & Whinston, Andrew B., 2008. "The dynamics of online word-of-mouth and product sales—An empirical investigation of the movie industry," Journal of Retailing, Elsevier, vol. 84(2), pages 233-242.
    7. Brown, James R. & Dant, Rajiv P., 2008. "Scientific method and retailing research: A retrospective," Journal of Retailing, Elsevier, vol. 84(1), pages 1-13.
    8. Grewal, Dhruv & Roggeveen, Anne L. & Tsiros, Michael, 2008. "The Effect of Compensation on Repurchase Intentions in Service Recovery," Journal of Retailing, Elsevier, vol. 84(4), pages 424-434.
    9. Gauri, Dinesh Kumar & Trivedi, Minakshi & Grewal, Dhruv, 2008. "Understanding the Determinants of Retail Strategy: An Empirical Analysis," Journal of Retailing, Elsevier, vol. 84(3), pages 256-267.
    10. Runyan, Rodney C. & Droge, Cornelia, 2008. "A categorization of small retailer research streams: What does it portend for future research?," Journal of Retailing, Elsevier, vol. 84(1), pages 77-94.
    11. Kumar, V. & George, Morris & Pancras, Joseph, 2008. "Cross-buying in retailing: Drivers and consequences," Journal of Retailing, Elsevier, vol. 84(1), pages 15-27.
    12. Brooks, Charles M. & Kaufmann, Patrick J. & Lichtenstein, Donald R., 2008. "Trip chaining behavior in multi-destination shopping trips: A field experiment and laboratory replication," Journal of Retailing, Elsevier, vol. 84(1), pages 29-38.
    13. Naylor, Gillian & Kleiser, Susan Bardi & Baker, Julie & Yorkston, Eric, 2008. "Using transformational appeals to enhance the retail experience," Journal of Retailing, Elsevier, vol. 84(1), pages 49-57.
    14. Thakor, Mrugank V. & Suri, Rajneesh & Saleh, Katayoun, 2008. "Effects of service setting and other consumers’ age on the service perceptions of young consumers," Journal of Retailing, Elsevier, vol. 84(2), pages 137-149.
    15. Hollenbeck, Candice R. & Peters, Cara & Zinkhan, George M., 2008. "Retail Spectacles and Brand Meaning: Insights from a Brand Museum Case Study," Journal of Retailing, Elsevier, vol. 84(3), pages 334-353.
    16. Mittal, Vikas & Huppertz, John W. & Khare, Adwait, 2008. "Customer complaining: The role of tie strength and information control," Journal of Retailing, Elsevier, vol. 84(2), pages 195-204.
    17. Xu, Yunjie (Calvin) & Kim, Hee-Woong, 2008. "Order Effect and Vendor Inspection in Online Comparison Shopping," Journal of Retailing, Elsevier, vol. 84(4), pages 477-486.
    18. Lee, Chang Hwan & Rhee, Byong-Duk, 2008. "Optimal Guaranteed Profit Margins for Both Vendors and Retailers in the Fashion Apparel Industry," Journal of Retailing, Elsevier, vol. 84(3), pages 325-333.
    19. Tuncay, Linda & Otnes, Cele C., 2008. "The Use of Persuasion Management Strategies by Identity-Vulnerable Consumers: The Case of Urban Heterosexual Male Shoppers," Journal of Retailing, Elsevier, vol. 84(4), pages 487-499.
    20. Sigué, Simon Pierre, 2008. "Consumer and Retailer Promotions: Who is Better Off?," Journal of Retailing, Elsevier, vol. 84(4), pages 449-460.
    21. Konuş, Umut & Verhoef, Peter C. & Neslin, Scott A., 2008. "Multichannel Shopper Segments and Their Covariates," Journal of Retailing, Elsevier, vol. 84(4), pages 398-413.
    22. Sloot, Laurens M. & Verhoef, Peter C., 2008. "The Impact of Brand Delisting on Store Switching and Brand Switching Intentions," Journal of Retailing, Elsevier, vol. 84(3), pages 281-296.
    23. Brown, Steven P. & Lam, Son K., 2008. "A Meta-Analysis of Relationships Linking Employee Satisfaction to Customer Responses," Journal of Retailing, Elsevier, vol. 84(3), pages 243-255.
    24. Koukova, Nevena T. & Kannan, P.K. & Ratchford, Brian T., 2008. "Product form bundling: Implications for marketing digital products," Journal of Retailing, Elsevier, vol. 84(2), pages 181-194.
    25. Brady, Michael K. & Cronin, J. Joseph & Fox, Gavin L. & Roehm, Michelle L., 2008. "Strategies to offset performance failures: The role of brand equity," Journal of Retailing, Elsevier, vol. 84(2), pages 151-164.
    26. Chiou-Wei, Song-Zan & Inman, J. Jeffrey, 2008. "Do Shoppers Like Electronic Coupons?," Journal of Retailing, Elsevier, vol. 84(3), pages 297-307.
    27. Koschat, Martin A., 2008. "Store inventory can affect demand: Empirical evidence from magazine retailing," Journal of Retailing, Elsevier, vol. 84(2), pages 165-179.
    28. Ofir, Chezy & Raghubir, Priya & Brosh, Gili & Monroe, Kent B. & Heiman, Amir, 2008. "Memory-Based Store Price Judgments: The Role of Knowledge and Shopping Experience," Journal of Retailing, Elsevier, vol. 84(4), pages 414-423.
    29. Harris, Lloyd C., 2008. "Fraudulent Return Proclivity: An Empirical Analysis," Journal of Retailing, Elsevier, vol. 84(4), pages 461-476.
    30. Lei, Jing & de Ruyter, Ko & Wetzels, Martin, 2008. "Consumer Responses to Vertical Service Line Extensions," Journal of Retailing, Elsevier, vol. 84(3), pages 268-280.
    31. Lwin, May O. & Stanaland, Andrea J.S. & Miyazaki, Anthony D., 2008. "Protecting children's privacy online: How parental mediation strategies affect website safeguard effectiveness," Journal of Retailing, Elsevier, vol. 84(2), pages 205-217.
    32. Fay, Scott, 2008. "Selling an opaque product through an intermediary: The case of disguising one's product," Journal of Retailing, Elsevier, vol. 84(1), pages 59-75.
    33. Warden, Clyde A. & Huang, Stephen Chi-Tsun & Liu, Tsung-Chi & Wu, Wann-Yih, 2008. "Global media, local metaphor: Television shopping and marketing-as-relationship in America, Japan, and Taiwan," Journal of Retailing, Elsevier, vol. 84(1), pages 119-129.
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    5. Grewal, Dhruv & Levy, Michael & Kumar, V., 2009. "Customer Experience Management in Retailing: An Organizing Framework," Journal of Retailing, Elsevier, vol. 85(1), pages 1-14.
    6. Brown, James R. & Dant, Rajiv P., 2009. "The Theoretical Domains of Retailing Research: A Retrospective," Journal of Retailing, Elsevier, vol. 85(2), pages 113-128.

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