What remains to be discovered? Manifesto for researching the interactive business world

Purpose – The purpose of this viewpoint paper is to summarise the key findings of the industrial marketing and purchasing (IMP) research – especially for those who are unaware or unfamiliar with this research community – and above all, to point at some directions of development. Design/methodology/approach – The authors draw on IMP research studies. Findings – The authors identify three avenues for further research. The first is related to the need for a sharper, more elaborated and nuanced pictures of the business world, which is in a state of continuous evolution. Second, to present research on business movements from new angles and elaborate sequences of effects and larger patterns of change, there is a need for methodological and conceptual development. The third avenue for further research concerns the provision of normative recommendations to business and policymakers on how to cope with, and make use of, interactivity and interdependences. Originality/value – The authors outline the areas in which they currently see the greatest “need for better understanding”, aware of the limits in what they know.