Experimental research can prove which construct drives changes in another construct by assessing the effect of a predictor, i.e., the independent variable, on a specific outcome, i.e., the dependent variable, while controlling for other factors. Assessing cause-effect relationships is a key motivation for experimental research compared to other quantitative methods, such as cross-sectional surveys. Although this latter approach is widely used in quantitative business marketing research, it can be problematic with regards to endogeneity.
While experimental research remains one of the main methodological approaches in marketing and their related disciplines such as consumer behavior research (see Simester, 2017; Viglia & Dolnicar, 2020), its application in business marketing is scant. For example, Industrial Marketing Management in the last decade (i.e., since 2010) published only 39 papers using this methodology. Despite an increasing trend of papers that apply experimental design in their empirical packages, there is a need for better inclusion of this methodology in business marketing (Viglia, Zaefarian, & Ulqinaku, 2021). Hence, the aim of this special issue is to encourage authors to run more experimental articles in industrial marketing.
A shift towards well-designed and well-executed experiments in Industrial Marketing Management and other top-tier marketing journals will lead to a quantum leap in knowledge creation, and in the practical usefulness of such knowledge to industry. In fact, controlled experiments that are well-planned and executed have a practical bent. They help us to differentiate between those interventions that work and those that do not, offering clear insights to business marketing researchers and practitioners.
This special issue seeks submissions that address any of the topic areas below as well as similar field-based aspects and examinations:
- Experiments conducted in the field with real managers/decision-makers
- Experiments with increased behavioral realism (i.e., using consequential variables or realistic manipulations)
- Experiments that provide direct industry recommendations
- A/B testing in business marketing
- How to solve hiccups in running experiments in the field
- Comparison and discussion of results and effect sizes obtained through experimental research with those obtained from correlational studies
- Scholarly work on how to involve business organizations (especially during after and the pandemic) in implementing field experiments and how to analyze data from experimental field studies
- Methodological considerations in conducting and analyzing experimental data
- Application of longitudinal experimental research in business marketing
All in all, we welcome both methodological papers on experiments in B2B as well as substantive applications of experiments for B2B.
Preparation and submission of paper and review process
Papers submitted must not have been published, accepted for publication, or presently be under consideration for publication elsewhere. Submissions should be about 6,000-8,000 words in length. Copies should be uploaded on Industrial Marketing Management’s homepage through the Editorial management system. You need to upload your paper using the dropdown box for the special issue on VSI: Experimental Research.
Papers not complying with the notes for contributors (cf. homepage) or poorly written will be desk rejected. Suitable papers will be subjected to a double-blind review; hence, authors must not identify themselves in the body of their paper. Manuscripts within the scope of the special issue (as described above) and deemed to have a reasonable chance of conditional acceptance after no more than two rounds of revisions will enter the review process.
For more information click "LINK TO ORIGINAL" below.