Commentary on the essence of business marketing theory, research and tactics: Contributions by the Journal of Business-to-Business Marketing, by Lichtenthal, Mummalaneni, and Wilson: A paradigm shift and prospection through expanded roles of buyers and sellers

The authors build upon the effort by Lichtenthal, Mummalaneni, and Wilson (2008) and others to applaud the B2B marketing progress to date and delineate the paradigm shift in marketing from goods to service-dominant logic, and from value creation to value cocreation. They argue that inquiry through the expanded roles of buyers-sellers will enable favorable innovation/customer/financial outcomes depending on the interaction(s) and metrics emphasized. They also provide the propositions that underline their logic.