Guest Editorial: Responsible Research in Marketing

Excerpt

We thank the editors of the Journal of the Academy of Marketing Science for the opportunity to share our thoughts about responsible research in marketing. This editorial aims to recap the general objectives and core principles of the responsible research movement as embodied in RRBM (Responsible Research in Business & Management, https://​www.​rrbm.​network/​) and to bring them to life for researchers in marketing. The concept of responsible research goes back to the work of Anne Tsui and stipulates that business research should serve society by being useful as well as credible (i.e., reliable and valid). RRBM was created as a virtual, global organization combining leading scholars, major accreditation bodies, and leading schools worldwide. RRBM's overarching Vision 2030 and its action orientation promote a future where business schools worldwide are known for producing societally relevant, credible, and useful research. In its position paper (RRBM 2017), RRBM outlines seven principles related to those dimensions: service to society (RRBM Principle 1), credibility (RRBM Principles 2, 3, 4), and usefulness (RRBM Principles 5, 6, 7). Responsible research is gaining increasing prominence in marketing. We hope that this editorial can serve as a call for action in three ways: by providing a framework for thinking about responsible research in marketing, giving examples of prior work, and highlighting some areas for future research. The following section will explain the seven RRBM principles before conceptualizing the dimension of usefulness in a marketing context. …