Commentary on “The Essence of Business Marketing Theory, Research and Tactics: Contributions by theJournal of Business-to-Business Marketing,” by Lichtenthal, Mummalaneni, and Wilson: A Paradigm Shift and Prospection Through Expanded Roles of Buyers and Sellers

Abstract

The authors build upon the effort by Lichtenthal, Mummalaneni, and Wilson (2008) Lichtenthal, D. J. , Mummalaneni, V. and Wilson, D. T. 2008. The essence of business marketing theory, research, and tactics: Contributions by The Journal of Business-to-Business Marketing. Journal of Business-to-Business Marketing, 15(2): 91–179. [Taylor & Francis Online], [Web of Science ®] [Google Scholar] and others to applaud the B2B marketing progress to date and delineate the paradigm shift in marketing from goods to service-dominant logic, and from value creation to value cocreation. They argue that inquiry through the expanded roles of buyers-sellers will enable favorable innovation/customer/financial outcomes depending on the interaction(s) and metrics emphasized. They also provide the propositions that underline their logic.