Sensemaking About Business-to-Business Strategies and Relationships: A Commentary on Reid and Plank's Review

ABSTRACT

Weick (1995) describes retrospection as a distinguishing characteristic of sensemaking: “people can know what they are doing only after they have done it” (p. 24) and “how can I know what we did until I see what we produced” (p. 30). While each of us engages in sensemaking implicitly, applying explicit sensemaking tools-such as written retrospection-helps to clarify and deepen our understanding of phenomena. Reid and Plank's business-to-business marketing retrospection of more than 2,500 journals, proceedings, and book references from 1978–1997 serves well as a sensemaking tool. A strength of Reid and Plank's retrospection is its breadth of coverage of topics and sources. Limitations of their review include the lack of coverage of key findings from the cited empirical studies and the failure to develop theoretical propositions on relationships and strategies. By reading Reid and Plank's review, both new and lifelong students of business-to-business marketing will find useful references and insights for improving sensemaking capabilities.