| Abstract: | Given the economic importance of the business-to-business (B2B) sector, scholars and practitioners devote significant resources to understanding B2B marketing and strategy. Yet, utilization of academic scholarship among senior B2B executives remains low. This article describes three issues relevant to senior B2B executives and scholars: (1) factors inhibiting the utilization and value of B2B scholarship among senior B2B executives; (2) challenges faced by B2B CEOs in customer based execution and strategy; and (3) the B2B strategy journey framework as a means of aligning executive and academic perspectives. Taking an outside-in perspective, this article provides a framework for senior B2B executives to formulate customer based strategy and execution and outline a range of future research opportunities for B2B scholars. |
