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Marketing’s next era: The scope and impact of marketing’s future, the reach and legacy of Shelby Hunt

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  • Clark, Terry
  • Azab, Carol
  • Martin Key, Thomas

Abstract

Shelby Hunt’s career epitomized the ideal of substantive contributions and lasting impact. Moreover, his work stands as exemplary for how meaningful theoretical and conceptual academic research is done. This paper takes up what may arguably be Hunt’s last and most significant research agenda, the future of marketing. Hunt’s final research program was essentially a response to marketing’s past, an evaluation of its present state, and thoughtful conjectures on possible trajectories into its future. Building on this work, the authors reassess the progress of marketing relative to other business disciplines by updating the citation analysis of Clark et al. (2014). The authors also take up Hunt’s third prescription for the re-institutionalization of the field as it enters Era V by offering recommendations for the reform of marketing doctoral programs. Finally, the paper takes up and extends Hunt’s seminal R-A theory and applies it to, 1) shed light on the discipline’s declining influence and competitive disadvantage, and 2) shed light on Hunt’s own success and competitive advantage as a scholar.

Suggested Citation

  • Clark, Terry & Azab, Carol & Martin Key, Thomas, 2024. "Marketing’s next era: The scope and impact of marketing’s future, the reach and legacy of Shelby Hunt," Journal of Business Research, Elsevier, vol. 170(C).
    • Handle: RePEc:eee:jbrese:v:170:y:2024:i:c:s0148296323006379
    DOI: 10.1016/j.jbusres.2023.114278
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    References listed on IDEAS

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    1. Nicholas Bloom & Charles I. Jones & John Van Reenen & Michael Webb, 2020. "Are Ideas Getting Harder to Find?," American Economic Review, American Economic Association, vol. 110(4), pages 1104-1144, April.
    2. 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.
    3. Hunt, Shelby D, 1991. "Positivism and Paradigm Dominance in Consumer Research: Toward Critical Pluralism and Rapproachement," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 18(1), pages 32-44, June.
    4. Shelby D. Hunt, 1997. "Resource-Advantage Theory: An Evolutionary Theory of Competitive Firm Behavior?," Journal of Economic Issues, Taylor & Francis Journals, vol. 31(1), pages 59-78, March.
    5. Lawrence B. Chonko & Shelby D. Hunt, 2018. "Reflections on ethical issues in marketing management: An empirical examination," Journal of Global Scholars of Marketing Science, Taylor & Francis Journals, vol. 28(1), pages 86-95, January.
    6. Shelby D. Hunt & Dennis B. Arnett, 2006. "Toward a General Theory of Marketing: Resource-Advantage Theory as an Extension of Alderson’s Theory of Market Processes," Springer Books, in: Ben Wooliscroft & Robert D. Tamilia & Stanley J. Shapiro (ed.), A Twenty-First Century Guide to Aldersonian Marketing Thought, chapter 0, pages 453-471, Springer.
    7. Hunt, Shelby D., 2019. "The ethics of branding, customer-brand relationships, brand-equity strategy, and branding as a societal institution," Journal of Business Research, Elsevier, vol. 95(C), pages 408-416.
    8. 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.
    9. Veblen, Thorstein, 1998. "Why Is Economics Not an Evolutionary Science?," Cambridge Journal of Economics, Cambridge Political Economy Society, vol. 22(4), pages 403-414, July.
    10. 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.
    11. Manjit S. Yadav, 2020. "Reimagining marketing doctoral programs," AMS Review, Springer;Academy of Marketing Science, vol. 10(1), pages 56-64, June.
    12. Krugman, Paul R., 1979. "Increasing returns, monopolistic competition, and international trade," Journal of International Economics, Elsevier, vol. 9(4), pages 469-479, November.
    13. 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.
    14. Morgan, Robert M. & Hunt, Shelby, 1999. "Relationship-Based Competitive Advantage: The Role of Relationship Marketing in Marketing Strategy," Journal of Business Research, Elsevier, vol. 46(3), pages 281-290, November.
    15. Shelby D. Hunt, 2018. "The philosophy of science foundations of marketing research: For scientific realism and the inductive realist models of theory status and generation," Journal of Global Scholars of Marketing Science, Taylor & Francis Journals, vol. 28(1), pages 1-32, January.
    16. Cassidy R. Sugimoto & Sam Work & Vincent Larivière & Stefanie Haustein, 2017. "Scholarly use of social media and altmetrics: A review of the literature," Journal of the Association for Information Science & Technology, Association for Information Science & Technology, vol. 68(9), pages 2037-2062, September.
    17. 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.
    18. Terry Clark & Thomas Martin Key, 2021. "The methodologies of the marketing literature: mechanics, uses and craft," AMS Review, Springer;Academy of Marketing Science, vol. 11(3), pages 416-431, December.
    19. Stephen L. Vargo & Kaisa Koskela-Huotari, 2020. "Advancing conceptual-only articles in marketing," AMS Review, Springer;Academy of Marketing Science, vol. 10(1), pages 1-5, June.
    20. Donthu, Naveen & Kumar, Satish & Pattnaik, Debidutta, 2020. "Forty-five years of Journal of Business Research: A bibliometric analysis," Journal of Business Research, Elsevier, vol. 109(C), pages 1-14.
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    1. Terry Clark & Thomas Martin Key & Carol Azab, 2023. "Contours of the marketing literature: Text, context, point-of-view, research horizons, interpretation, and influence in marketing," AMS Review, Springer;Academy of Marketing Science, vol. 13(3), pages 232-249, December.

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