This special issue advances interdisciplinary understanding of well-being in B2B marketing. It examines how well-being reshapes value creation, inter-organizational relationships, and sustainable business practices. Despite growing interest in individual-level well-being (e.g., salesperson burnout), B2B marketing lacks integrative frameworks examining well-being across inter-organizational networks. The special issue aims to develop a holistic and sustainability-oriented perspective on well-being within B2B markets.
Conceptually, well-being in B2B markets operates across multiple, interconnected levels. It concerns the well-being of individual actors (e.g. salespeople, account managers), organizational practices and governance, inter-organizational relationships (e.g. trust, conflict resolution, collaboration), and wider network and societal outcomes. However, these dimensions are rarely examined together. Current B2B marketing research remains primarily grounded in performance-centric and individual-level frameworks, limiting broader integrative development. The research is relevant, but the big picture is missing. By bringing together diverse theoretical and methodological approaches, this special issue seeks to develop integrative frameworks that reflect the complexity of well-being across organizational and relational contexts.
We encourage submissions that integrate diverse perspectives and contribute to a more comprehensive understanding of well-being in B2B markets. The special issue welcomes conceptual papers, qualitative and quantitative empirical studies, mixed-method research, and high-quality literature reviews.