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Erschienen in:

23.09.2022

Reaching for rigor and relevance: better marketing research for a better world

verfasst von: Shilpa Madan, Gita Venkataramani Johar, Jonah Berger, Pierre Chandon, Rajesh Chandy, Rebecca Hamilton, Leslie K. John, Aparna A. Labroo, Peggy J. Liu, John G. Lynch Jr., Nina Mazar, Nicole L. Mead, Vikas Mittal, Christine Moorman, Michael I. Norton, John Roberts, Dilip Soman, Madhu Viswanathan, Katherine White

Erschienen in: Marketing Letters | Ausgabe 1/2023

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Abstract

Over the past several decades, scholars have highlighted the obligations and opportunities for marketing as a discipline to play a role in creating a better world — or risk becoming irrelevant for the largest problems facing consumers and society. This paper provides a framework to enhance the relevance and rigor of research in marketing that not only contributes new knowledge to science, but also makes a positive difference in the world. To that end, we urge authors and reviewers to foster cross-fertilization from different theoretical and methodological silos, bolster robustness through multiple methods, and expand the domain of research to explore different populations and cultures. In doing so, we hope to encourage further consideration of the role of marketing scholarship in providing a novel lens into potential solutions for societal concerns.

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Titel: Reaching for rigor and relevance: better marketing research for a better world
verfasst von: Shilpa Madan
Gita Venkataramani Johar
Jonah Berger
Pierre Chandon
Rajesh Chandy
Rebecca Hamilton
Leslie K. John
Aparna A. Labroo
Peggy J. Liu
John G. Lynch Jr.
Nina Mazar
Nicole L. Mead
Vikas Mittal
Christine Moorman
Michael I. Norton
John Roberts
Dilip Soman
Madhu Viswanathan
Katherine White
Publikationsdatum: 23.09.2022
Verlag: Springer US
Erschienen in: Marketing Letters / Ausgabe 1/2023
Print ISSN: 0923-0645
Elektronische ISSN: 1573-059X
DOI: https://doi.org/10.1007/s11002-022-09648-1

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