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For re-institutionalizing the marketing discipline in Era V

Author

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  • Shelby D. Hunt

    (Texas Tech University
    Rawls College of Business)

Abstract

Commentaries on the status of the marketing discipline conclude that it is significantly troubled, which raises the question: Do the troubles identified portend a de-institutionalization of the discipline in marketing’s Era IV (1980–2020) and its potential re-institutionalization in Era V (2020-?)? This article examines (1) the marketing discipline’s founding in Era I (1900–1920), (2) how the discipline became institutionalized in Era II (1920–1950), (3) how marketing was re-institutionalized in Era III (1950–1980), and (4) how the discipline’s fragmentation in Era IV (1980–2020) portends its de-institutionalization. The article concludes by arguing for the marketing discipline’s re-institutionalization in Era V (2020-?).

Suggested Citation

  • Shelby D. Hunt, 2020. "For re-institutionalizing the marketing discipline in Era V," AMS Review, Springer;Academy of Marketing Science, vol. 10(3), pages 189-198, December.
    • Handle: RePEc:spr:amsrev:v:10:y:2020:i:3:d:10.1007_s13162-020-00183-8
    DOI: 10.1007/s13162-020-00183-8
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    References listed on IDEAS

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    1. A. W. Shaw, 1912. "Some Problems in Market Distribution," The Quarterly Journal of Economics, President and Fellows of Harvard College, vol. 26(4), pages 703-765.
    2. Manjit S. Yadav, 2020. "Reimagining marketing doctoral programs," AMS Review, Springer;Academy of Marketing Science, vol. 10(1), pages 56-64, June.
    3. Holbrook, Morris B, 1987. "What Is Consumer Research?," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 14(1), pages 128-132, June.
    4. Jan-Benedict E. M. Steenkamp, 2018. "The future of the marketing department at business schools," Journal of the Academy of Marketing Science, Springer, vol. 46(2), pages 169-172, March.
    Full references (including those not matched with items on IDEAS)

    Citations

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    Cited by:

    1. Melissa Archpru Akaka & Kaisa Koskela-Huotari & Stephen L. Vargo, 2021. "Formalizing service-dominant logic as a general theory of markets: taking stock and moving forward," AMS Review, Springer;Academy of Marketing Science, vol. 11(3), pages 375-389, December.
    2. J. Joseph Cronin, 2022. "Marketing’s new myopia: Expanding the social responsibilities of marketing managers," AMS Review, Springer;Academy of Marketing Science, vol. 12(1), pages 30-37, June.
    3. Anu Helkkula & Eric Arnould, 2022. "Developing and renewing marketing as a scientific discipline through reflexive cocreation," AMS Review, Springer;Academy of Marketing Science, vol. 12(3), pages 168-173, December.
    4. Terry Clark & Thomas Martin Key & Carol Azab, 2022. "Marketing as an emergent discipline: Commentary on Shelby Hunt’s final contribution to our field," AMS Review, Springer;Academy of Marketing Science, vol. 12(3), pages 157-161, December.
    5. Stephen L. Vargo, 2022. "Fostering scholarly discussion in marketing," AMS Review, Springer;Academy of Marketing Science, vol. 12(3), pages 137-138, December.
    6. Thomas Martin Key & Terry Clark & O. C. Ferrell & David W. Stewart & Leyland Pitt, 2021. "Re-institutionalizing marketing," AMS Review, Springer;Academy of Marketing Science, vol. 11(3), pages 446-453, December.
    7. Shelby D. Hunt & Sreedhar Madhavaram & Hunter N. Hatfield, 2022. "The marketing discipline’s troubled trajectory: The manifesto conversation, candidates for central focus, and prognosis for renewal," AMS Review, Springer;Academy of Marketing Science, vol. 12(3), pages 139-156, December.
    8. Atul Parvatiyar & Jagdish N. Sheth, 2021. "Toward an integrative theory of marketing," AMS Review, Springer;Academy of Marketing Science, vol. 11(3), pages 432-445, December.
    9. Suvi Nenonen, 2022. "Resurrecting marketing: Focus on the phenomena!," AMS Review, Springer;Academy of Marketing Science, vol. 12(3), pages 174-176, December.

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