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First steps to creating high impact theory in marketing

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  • Ruth N. Bolton

    (Arizona State University)

Abstract

The business research ecosystem can be transformed by responsible research principles. This commentary offers concrete guidance for developing high impact theory; it provides a tool to assess research benefits and identify participating stakeholders. It also calls for improving doctoral training, countering risk aversion in research topic selection, re-aligning faculty incentives, and leveraging academic institutions.

Suggested Citation

  • 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.
    • Handle: RePEc:spr:amsrev:v:10:y:2020:i:3:d:10.1007_s13162-020-00181-w
    DOI: 10.1007/s13162-020-00181-w
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    References listed on IDEAS

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    1. 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.
    2. 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.
    3. Manjit S. Yadav, 2014. "Enhancing theory development in marketing," AMS Review, Springer;Academy of Marketing Science, vol. 4(1), pages 1-4, June.
    4. Manjit S. Yadav, 2020. "Reimagining marketing doctoral programs," AMS Review, Springer;Academy of Marketing Science, vol. 10(1), pages 56-64, June.
    5. V. Kumar, 2017. "The role of university research centers in promoting research," Journal of the Academy of Marketing Science, Springer, vol. 45(4), pages 453-458, July.
    6. Cho, Yung-Jan & Fu, Pei-Wen & Wu, Chi-Cheng, 2017. "Popular Research Topics in Marketing Journals, 1995–2014," Journal of Interactive Marketing, Elsevier, vol. 40(C), pages 52-72.
    Full references (including those not matched with items on IDEAS)

    Citations

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    Cited by:

    1. 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.
    2. Kolesnik, N., 2023. "Implementation of the concept of sustainable development in food retail: Latent semantic analysis of SMM communication 2015-2021," Journal of the New Economic Association, New Economic Association, vol. 60(3), pages 79-102.
    3. Wolfgang Ulaga & Michael Kleinaltenkamp & Vishal Kashyap & Andreas Eggert, 2021. "Advancing marketing theory and practice: guidelines for crafting research propositions," AMS Review, Springer;Academy of Marketing Science, vol. 11(3), pages 395-406, December.
    4. Elina Jaakkola & Stephen L. Vargo, 2021. "Assessing and enhancing the impact potential of marketing articles," AMS Review, Springer;Academy of Marketing Science, vol. 11(3), pages 407-415, December.
    5. Michael Haenlein & Mary Jo Bitner & Ajay K. Kohli & Katherine N. Lemon & David J. Reibstein, 2022. "Guest Editorial: Responsible Research in Marketing," Journal of the Academy of Marketing Science, Springer, vol. 50(1), pages 8-12, January.
    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. Stephen L. Vargo & Linda Peters & Hans Kjellberg & Kaisa Koskela-Huotari & Suvi Nenonen & Francesco Polese & Debora Sarno & Claudia Vaughan, 2023. "Emergence in marketing: an institutional and ecosystem framework," Journal of the Academy of Marketing Science, Springer, vol. 51(1), pages 2-22, January.
    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.

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