Lindgreen, AdamDi Benedetto, C. AnthonyBrodie, Roderick J.Van der Borgh, Michel2020-11-232020-10Lindgreen, A., Di Benedetto, C.A., Brodie, R. et al. 2020, 'How to undertake great cross-disciplinary research', Industrial Marketing Management, vol. 90, pp. A1-A5.0019-850110.1016/j.indmarman.2020.03.025http://hdl.handle.net/2263/77130As an applied social science, business-to-business research is inherently cross-disciplinary. The general theories that provide insight into business relationships, systems, and markets have disciplinary foundations in the economics, psychology, sociology, and management disciplines. When conducting cross-disciplinary research, academic researchers, like their counterparts in industry, must overcome functional silos. Depending on the type of research challenge, a multi-disciplinary approach may be required; however, differences in incentives, culture, terminology and jargon, and so forth all can lead to opportunistic and counterproductive behavior. The purpose of this editorial is to explore how to undertake cross-disciplinary research that advances knowledge and understanding in the domain of business-to-business research. To achieve this purpose, we elaborate on the theorizing processes; we examine how to break cross-disciplinary boundaries; and we provide practical guidelines for undertaking cross-disciplinary research.en© 2020 Elsevier Inc. All rights reserved. Notice : this is the author’s version of a work that was accepted for publication in Industrial Marketing Management. Changes resulting from the publishing process, such as peer review, editing, corrections, structural formatting, and other quality control mechanisms may not be reflected in this document. A definitive version was subsequently published in Industrial Marketing Management, vol. 90, pp. A1-A5, 2020, doi : 10.1016/j.indmarman.2020.03.025.Cross-disciplinary researchInterdisciplinary researchFunctional silosPostprint Article