Forecasting the competencies that will define "best-in-class" business-to-business market managers: An emergent Delphi-hybrid competency forecasting model

First, this study sought to generate and critically analyze a concise, systematic and rigorous multi-method approach to future-oriented competency modeling. The next phase involved using this hybrid methodology and with the help of top business market management experts around the world, develop a model that will profile exemplary business-to-business market managers five years into the future. A prospective naturalistic inquiry methodology centered on a pragmatic inductive analysis approach was used because of the exploratory nature of this study. Such an approach allowed for a tremendous amount of flexibility and tolerated slight adjustments of the study’s design based on the data: the researcher could look into new directions that had not been originally anticipated. This research was conducted using a modified Delphi technique where the initial Delphic instrument was designed using a literature review, interviews and expert review panels. Business marketing practitioners, educators and researchers were consulted in the pre-Delphic stages of the study. All these individuals were selected based on variants of purposeful sampling approaches. Prior to the Delphi, a prelusive competency model was developed through an environmental scanning process conducted simultaneously with a literature review supplemented with a series of review panels composed of business market management practitioners and researchers. All the members of these panels were attendees of ISBM educator consortium meetings that took place in Atlanta (Georgia); Pittsburgh (Pennsylvania) and State College (Pennsylvania). Prior to being sent to the Delphic panelists, the first iteration instrument was scrutinized by 27 survey researchers who were asked to critique the clarity of the instructions, the functionality of