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The purpose of this study is to review the current body of the B2B branding literature, and identify research issues that hamper current B2B branding research.

The study employs a systematic review, and identifies 73 relevant journal publications from the years 1973‐2010 that were subsequently evaluated for further analysis.

This study identifies five possible issues hampering current B2B branding research: the lack of systematic theory development, the transference of consumer concepts, the dominance of quantitative research, the lack of longitudinal research, and the focus on single industries.

This study considers only published journal articles, excluding books and conference proceedings. By highlighting the research issues, this paper aims to direct research efforts to areas where they will have the most impact, and thus aid more rapid advancement of B2B branding as a discipline.

This study provides the first systematic review to identify and evaluate the current B2B branding literature. The review identifies the key literature related to B2B branding, provides an overview of past research and identifies emerging research issues to be addressed in future research.

The purpose of this paper is to examine challenges in the front end of innovation (FEI) and to propose a scenario‐based approach to alleviate some of these problems, particularly as regards uncertainty in opportunity recognition.

The paper answers the main research question through a literature review and a case study. The paper employs the design‐oriented approach to propose an artifact which solves the underlined problem, and validate the artifact through the case study.

According to the literature review, scenarios should offer a viable method for opportunity recognition. The case study supports the theoretical proposition, and suggests that scenarios can be used to alleviate the effect of uncertainty in the FEI.

The empirical results are limited to the level of proof‐of‐concept. The scenario process as such was rated positively, which corresponds to the theory and previous similar experiments, but the benefits of the scenario approach have yet to be verified. Practical implications are a novel method for finding and assessing new business concepts.

The main contribution of this paper is the formed process artifact to alleviate the challenges in the FEI. The scenario approach can be used to probe the near future for business development purposes.

This paper aims to present a retrospective analysis of the experience gained in the course of 20 years’ history of S&T priority setting and critical technologies’ identification, in terms of expected and actually achieved effects and lessons learned.

The methodology is based on analysing project documentation and reports, as well as on interviewing project team members. Each project’s effects are evaluated in terms of the six key foresight functions.

The key factors affecting success of priority S&T areas and critical technologies’ selection and implementation have been identified. They include focusing on practical implementation, linking S&T with socio-economic goals, combining thematic priorities with infrastructural and functional ones, as well as integrating priority selection in the S&T policy process.

The task of evaluating priority setting exercises over a long period requires a substantial information base to provide a comprehensive comparative analysis. The projects considered in the paper also need to be analysed in a context of socio-economic development.

The lessons learned presented in the paper could contribute to further development of approaches to selecting science and technology priorities and critical technologies, and their more efficient implementation.

Priority setting has significant influence on policymaking and decision-making at the national and industry level. The evaluation of a unique 20-year experience provides substantial information and practical hints for further increasing efficacy of this instrument.

The study discusses existing scenario methods in business and technology foresight and introduces electronically mediated scenario process in two varieties. The purpose of the study is to discuss the existing practice, position the IDEAS and SAGES methods, and outline their contribution to the state of the art.

The paper takes the form of a literature study and conceptual discussion, illustrated with a case example of electronically mediated scenario methods.

Both of the presented scenario methods, i.e. IDEAS and SAGES, are feasible means to compose scenarios. The methods can be positioned respectively to intuitive‐logical and heuristic schools of thought. The contribution to existing practice is that they consume fewer resources than do their more traditional counterparts.

The empirical validation of the presented methods is presently limited to case studies. Thus, the authors invite practitioners and researchers to examine the methods and to discuss the applicability of the results.

The IDEAS and SAGES methods offer tools for practicing managers to conduct scenario planning with practitioners and experts in a flexible and effective manner.

The paper adds to the ongoing discussion on business and technology foresight by presenting the novel scenario methods, and positioning them explicitly to the existing practice.

This paper aims to argue that innovation system foresight (ISF) can significantly contribute to the third mission of universities by creating an active dialogue between universities, industry and society.

This paper’s approach is conceptual. The authors analyse the third mission and relevant literature on innovation systems and foresight to explain how and why foresight contributes to the third mission.

The authors propose that foresight contributes to the third mission of universities, particularly to the research and development and innovation dimensions through the development of joint understanding of the agendas and future needs of stakeholders. In addition, foresight enables education to be designed to address identified needs.

The findings are both conceptual and exploratory in nature. Thus, the argument needs further examination through a broader study on foresight in the university–industry context and/or longitudinal research on the outcomes and impact of foresight in this context.

The findings highlight the importance of understanding the systemic nature of innovation and its role in economic development. Universities must understand their role within the larger innovation system to fulfil the potential of economic development and by extension, their third mission.

The paper outlines a novel approach of using ISF to promote university–industry partnerships and the growth of innovation systems. The paper also contributes to the discussion of the third mission by outlining that mission in practical terms.