Hi,
I am a doctoral scholar working on B2B marketing. During a Systematic Literature Review of a B2B topic, I had a finding wherein, more than 40% of the research papers in reputed journals were conceptual in nature.
Can you pls help me to understand, what does this finding mean....
Thanks in Advance.
With Regards,
Bharath
Have a look at "B2B market segmentation: A systematic review and research agenda" in JBR.
Conceptual paper could be a systematic review and propositions buidling etc. Compared with empirical study, this types of paper is not evidenced by data. I think that doing a systematic review helps to have a holistic, integrated, and critical comprehension about the field of study, e.g. research scope, methods, context, antecedents and outcomes. Hope this answers your question.
I would suggest you to look at the paper by J.Paul and A. Criado " The art of writing review:..........", International Business Review 29/2020. Additionally I recommend to follow next volumes of Industrial Marketing Management. There should be a paper on coopetition which based on a systematic literature review.
Good luck!
@Bharathanand here's a document talks about the protocol for conducting systematic literature review. Hope I would help you.
