Challenger marketing

Challenger marketing is a new concept in business-to-business marketing. It emerged from practice, and thus, it is unsurprising that the concept is highly popular among organizations and salespeople in the industry. Nonetheless, it remains relatively unknown in the academic and scientific communities. The present article aims to address this knowledge gap by offering greater clarity on the concept of challenger marketing. To achieve this, the article adopts an interrogative approach to develop a series of questions whose answers will provide a richer understanding of challenger marketing. In doing so, this article hopes to become a seminal reference for academia and industry to understand challenger marketing, when it was developed, who engages in it and why, how challenger marketing challenges the orthodoxy, and where future research can fertilize challenger marketing