• Peter J. LaPlaca 1

The discipline of business-to-business marketing has a long history (HADJIKHANI and LAPLACA, 2013) and for almost as long researchers have sought to understand and explain how business-to-business markets operate (HUNT, 2013; MÖLLER, 2013; SHETH, et al. 1988; CONNOR, 1991). However, for the greater part of the twentieth century, the bulk of academic research in the field of marketing has focused on consumer markets (LAPLACA and KATRICHIS, 2009) rather than business markets. Beginning in 1971 wit
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