Sustainability research in business-to-business markets: An agenda for inquiry

Corporate interest in the topic of sustainability has increased in prominence. Most of the research on sustainability has a business-to-consumer focus, with limited research emphasizing sustainability in the context of business-to-business marketing. The paper examines research on sustainability, published in the journal Industrial Marketing Management, where thirty-eight articles have appeared in the past twenty-seven years, the majority on supply-chain research. Research on sustainability in business-to-business markets is sparse, and some of the fundamental research questions in this area have gone unaddressed. This paper addresses three interrelated research issues associated with sustainability in business-to-business markets. First, what research is available to researchers and practitioners? Second, what framework can be used to examine sustainability research in business-to-business markets? Third, what subareas of sustainability research need focus and deeper examination, and what are the associated research questions? Overall, the findings from this paper suggest the need for additional research in the area because of its substantial implications for theory, research, and practice. •Research emphasis on sustainability in the area of business-to-business marketing is increasing.•What research is available to researchers and practitioners?•What framework can be used to examine sustainability research in business-to-business markets?•What subareas of sustainability research need focus and a deeper examination?•There is a substantial need for research on sustainability in the area of business-to-business marketing.