The cannabis industry: a natural laboratory for marketing strategy research

The legal cannabis industry is growing rapidly in the United States. It presents marketing researchers with a rare opportunity to study not only an entirely new market, but also one of economic consequence that is opening in different geographic areas at distinct times, various levels (e.g., recreational vs. medical only), and with varying degrees of regulation. The way in which this nascent industry is unfurling allows for causal investigations of generalizable research questions capable of advancing our broader understanding of marketing strategy. In this Idea Corner, we encourage our fellow marketing strategy researchers to leverage these structural factors in their own work. We also offer guidance, along with some preliminary evidence, on select topics. While the potential research opportunities are numerous and diverse, we specifically offer ideas related to market segmentation, distribution channels, market entry, and product portfolio diffusion. These issues warrant further research, and we hope this article serves as a catalyst for doing so.