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| Current Status and Prospects of the Contribution of Chinese Context in International Academic Journals to B2B Marketing Theory |
| ZHANG Chuang，GUO Le |
| 1. Dalian University of Technology, Dalian, Liaoning, China; 2. Dongbei University of Finance and Economics, Dalian, Liaoning, China |
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Abstract This study reviews 469 articles on the Chinese context in B2B marketing, published in 13 international mainstream marketing academic journals. It provides a detailed account of the journal distribution, publication time, and trend of literature in this field, as well as an analysis of the main academic forces. On this basis, this study employs a context-based analysis approach to assess the empirical articles on the theoretical contribution of the Chinese context to B2B marketing research. This assessment is conducted from three perspectives: “what”, “how” and “why”. Additionally, the study delves into the theoretical contribution of highly context-based empirical articles, exploring their unique insights in greater depth. It was found that a number of articles included a certain degree of Chinese contextualization, including the variables, the relationships between them, and the logic behind the relationships. Furthermore, it revealed new concepts, new relationships, and key mechanisms within the Chinese context. Ultimately, given the shortcomings in the existing research, a prospective outlook is presented on the future trajectory of Chinese highly context-based B2B marketing research.
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Received: 30 October 2023
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