According to the most recently published US Department of Commerce statistics (2010), B2B (Business-to-Business) transactions accounted for $10.7 trillion or nearly 42% of the $25.6 trillion in reported US revenues. The World Bank (http://en.wikipedia.org/wiki/World_Development_Indicators Retrieved 01 July 2015) reports that the US accounts for roughly 22% of the global economy, implying that in 2010, B2B Buying globally involved nearly $50 trillion in transactions ($10.7 trillion /0.22), an amount that should be significantly higher today. And of the $4.13 trillion in ecommerce reported by the US Department of Commerce in 2010, nearly 90% ($3.7 trillion) was B2B with only $424 billion (just over 10%) B2C2 . With similar economic weight of B2B and B2C transactions, one might expect similar levels of academic attention. That has not proven to be the case. Reid and Plank (2000) study the history of academic work in B2B marketing and show that it was not until the late 1960s (e.g. Webster 1965) and 1970s (e.g. Sheth 1973; Webster and Wind 1972) that the area began to attract attention, with prior academic work in marketing focusing on B2C marketing almost exclusively. Reid and Plank show that B2B publications in the top four marketing journals remained rare at of the turn of the 21st century, with only between one and five articles appearing each year in the Journal of Marketing, the Journal of Marketing Research and Marketing Science and with the Journal of Consumer Research completely focused on B2C issues. The bulk of B2B research appears in more specialized journals such as Industrial Marketing Management, Journal of Business and Industrial Marketing and The Journal of Business-toBusiness Marketing. In an update LaPlaca and Katrichis (2009) report that in the decade following Reid and Plank’s review, little has changed, with no articles appearing in the Journal of Consumer Research and only a sprinkling of B2B articles in the other three journals. And given the observation above about the preponderance of ecommerce being B2B, it is striking that a special issue of Marketing Science focusing on the early impact of the Internet (Hoffman 2000) contained no articles and barely a mention of B2B e-commerce. Shankar (2012) argues that not much has changed in the ecommerce domain since.