Institut for Forretningsudvikling og Teknologi

Ismail Golgeci

Examining the use of fsQCA in B2B marketing research: benefits, current state, and agenda for future research

Publikation: Bidrag til tidsskrift/Konferencebidrag i tidsskrift /Bidrag til avisTidsskriftartikelForskningpeer review

  • David M. Gligor, University of Mississippi
  • ,
  • Ismail Golgeci
  • Carla Revo
  • ,
  • Ivan Russo, University of Verona
  • ,
  • Siddik Bozkurt, University of Mississippi
  • ,
  • Terrance Pohlen, University of North Texas
  • ,
  • Brian Hiatt, University of North Texas
  • ,
  • Vipul Garg, University of North Texas
Design- This study employs a literature review to examine the use of Fuzzy Set Qualitative
Comparative Analysis (fsQCA) in business-to-business (B2B) marketing research.
Purpose- The current manuscript builds on recent efforts occurring within B2B marketing
research to advance methodological developments. As phenomena within B2B relationships have
become increasingly complex, marketing scholars have begun to point out the limitations
associated with correlation-based methodological approaches and highlight the need for new
developments in this area. One such development is the fsQCA.
Findings- First, the current manuscript presents the benefits that the application of fsQCA can
offer to marketing researchers investigating B2B phenomena. Second, the paper presents the
current state of fsQCA use within B2B marketing. Third, it suggests possible marketing B2B
research topics that can be explored using fsQCA.
Originality- The study highlights the benefits of fsQCA, presents the current state of fsQCA use
within B2B marketing, and offers a rich future research agenda for B2B marketing scholars. This
agenda can also help spur additional method developments in our discipline.
TidsskriftJournal of Business & Industrial Marketing
StatusAccepteret/In press - 2021

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