Emerging research questions for new journey development in industrial markets

In consumer markets, customer experiences and their associated capabilities are supplanting prior focus on goods and services. The view of experiences has even been expanded to bundling them into a customer journey that is the entirety of a customer's experiences across multiple touchpoints, multiple channels, and over time. Increasingly, industrial firms are also recognizing the importance of customer journeys and moving toward reconfiguring their market approach to align with a focus on customer journey. In this article, we delineate ensuing emerging B2B research challenges and identify key research questions moving forward with respect to new journey development. We also discuss some contextual factors that researchers should pay attention to when conducting research on the topics highlighted. We end with some concluding thoughts regarding the research methods and theories that can be used for impactful research in this research stream.