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.
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