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Folds in historical time and possible worlds for the marketing discipline: A commentary

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  • Linda L. Price

    (University of Wyoming)

Abstract

This commentary offers some alternative perspectives on Hunt, Madhavaram and Hatfield (AMS Review, 2022, in this issue). First, rather than using a periodization approach that emphasizes marketing’s troubled trajectory, I highlight several alternative ways to narrate history that can uncover absences, enable new and different voices, and unfold new disciplinary possibilities. Second, while acknowledging that fragmentation is real, I question whether the answer is a unifying marketing framework. I propose that fragmentation is essential to innovation and growth. Bridging discourses and resource interdependencies can enable both difference and community to thrive. This can be especially powerful if we create shared community around problems and are attentive to multiple stakeholders. Finally, to serve multiple stakeholders, I encourage a networked, multi-disciplinary perspective characterized by promiscuous theory shopping. Promiscuous theory shopping when combined with deep immersion in our shared problems can be a powerful generator of indigenous theory.

Suggested Citation

  • Linda L. Price, 2022. "Folds in historical time and possible worlds for the marketing discipline: A commentary," AMS Review, Springer;Academy of Marketing Science, vol. 12(3), pages 162-167, December.
    • Handle: RePEc:spr:amsrev:v:12:y:2022:i:3:d:10.1007_s13162-022-00243-1
    DOI: 10.1007/s13162-022-00243-1
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    References listed on IDEAS

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    1. 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.
    2. Tandy Chalmers Thomas & Linda L. Price & Hope Jensen Schau, 2013. "When Differences Unite: Resource Dependence in Heterogeneous Consumption Communities," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 39(5), pages 1010-1033.
    3. Ruth N. Bolton, 2020. "First steps to creating high impact theory in marketing," AMS Review, Springer;Academy of Marketing Science, vol. 10(3), pages 172-178, December.
    4. Bernd H Schmitt & June Cotte & Markus Giesler & Andrew T Stephen & Stacy Wood, 2022. "Relevance—Reloaded and Recoded [From the Editors-Elect: Meaningful Consumer Research]," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 48(5), pages 753-755.
    5. Rebecca Hamilton & Linda L. Price, 2019. "Consumer journeys: developing consumer-based strategy," Journal of the Academy of Marketing Science, Springer, vol. 47(2), pages 187-191, March.
    6. Shelby D. Hunt, 2020. "Indigenous theory development in marketing: the foundational premises approach," AMS Review, Springer;Academy of Marketing Science, vol. 10(1), pages 8-17, June.
    7. J Jeffrey Inman & Margaret C Campbell & Amna Kirmani & Linda L Price, 2018. "Our Vision for the Journal of Consumer Research: It’s All about the Consumer," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 44(5), pages 955-959.
    8. Deborah J. MacInnis & Valerie S. Folkes, 2010. "The Disciplinary Status of Consumer Behavior: A Sociology of Science Perspective on Key Controversies," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 36(6), pages 899-914, April.
    9. John B. Davis, 2019. "Specialization, fragmentation, and pluralism in economics," The European Journal of the History of Economic Thought, Taylor & Francis Journals, vol. 26(2), pages 271-293, March.
    10. Thomas Martin Key & Terry Clark & OC Ferrell & David W. Stewart & Leyland Pitt, 2020. "Marketing’s theoretical and conceptual value proposition: opportunities to address marketing’s influence," AMS Review, Springer;Academy of Marketing Science, vol. 10(3), pages 151-167, December.
    11. Manjit S. Yadav, 2020. "Reimagining marketing doctoral programs," AMS Review, Springer;Academy of Marketing Science, vol. 10(1), pages 56-64, June.
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    Cited by:

    1. Sreedhar Madhavaram & Hunter N. Hatfield, 2022. "Continuing the manifesto conversation: Toward building a renewal capability for the marketing discipline," AMS Review, Springer;Academy of Marketing Science, vol. 12(3), pages 188-195, December.

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