IDEAS home Printed from https://ideas.repec.org/a/spr/amsrev/v11y2021i3d10.1007_s13162-021-00220-0.html
   My bibliography  Save this article

Re-institutionalizing marketing

Author

Listed:
  • Thomas Martin Key

    (University of Colorado)

  • Terry Clark

    (Southern Illinois University)

  • O. C. Ferrell

    (Auburn University)

  • David W. Stewart

    (Loyola Marymount University)

  • Leyland Pitt

    (Beedie School of Business, Simon Fraser University)

Abstract

Hunt’s (AMS Rev, 10, 189–198, 2020) notion of the re-institutionalization of marketing as a discipline provides the background for this commentary. This forward-looking context is used to address issues the marketing discipline is facing to reconcile problems we identify. Academic marketing research has become fragmented and polarized into narrow areas that do not provide holistic contributions to knowledge. Doctoral programs are focusing less on core marketing knowledge and theory and more on methodology. This brings into question the culture of both our doctoral programs and the culture of the discipline to provide high-impact research valuable to practitioners and society, as well as the firm. An agenda for change addresses hiring practices, projects, methods, and oversight on the importance of impact. It is suggested the marketing discipline engage in the study of marketing practice to find important problems to investigate.

Suggested Citation

  • 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.
    • Handle: RePEc:spr:amsrev:v:11:y:2021:i:3:d:10.1007_s13162-021-00220-0
    DOI: 10.1007/s13162-021-00220-0
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1007/s13162-021-00220-0
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.
    File URL: https://libkey.io/10.1007/s13162-021-00220-0?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    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. 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.
    4. Julia A. Fehrer, 2020. "Rethinking marketing: back to purpose," AMS Review, Springer;Academy of Marketing Science, vol. 10(3), pages 179-184, December.
    5. 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.
    6. Rajan Varadarajan, 2020. "Relevance, rigor and impact of scholarly research in marketing, state of the discipline and outlook," AMS Review, Springer;Academy of Marketing Science, vol. 10(3), pages 199-205, December.
    7. Manjit S. Yadav, 2020. "Reimagining marketing doctoral programs," AMS Review, Springer;Academy of Marketing Science, vol. 10(1), pages 56-64, June.
    8. Stephen L. Vargo, 2020. "Assessing and advancing marketing’s value propositions: a disciplinary dialog," AMS Review, Springer;Academy of Marketing Science, vol. 10(3), pages 149-150, December.
    9. Armstrong, J. Scott & Overton, Terry S., 1977. "Estimating Nonresponse Bias in Mail Surveys," MPRA Paper 81694, University Library of Munich, Germany.
    10. Manjit S. Yadav, 2018. "Making emerging phenomena a research priority," Journal of the Academy of Marketing Science, Springer, vol. 46(3), pages 361-365, May.
    11. Xinshu Zhao & John G. Lynch & Qimei Chen, 2010. "Reconsidering Baron and Kenny: Myths and Truths about Mediation Analysis," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 37(2), pages 197-206, August.
    12. Pierre Azoulay & Christian Fons-Rosen & Joshua S. Graff Zivin, 2019. "Does Science Advance One Funeral at a Time?," American Economic Review, American Economic Association, vol. 109(8), pages 2889-2920, August.
    13. Russell Belk, 2020. "Resurrecting marketing," AMS Review, Springer;Academy of Marketing Science, vol. 10(3), pages 168-171, December.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. 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.
    2. 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.
    3. 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.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. 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.
    2. Suvi Nenonen, 2022. "Resurrecting marketing: Focus on the phenomena!," AMS Review, Springer;Academy of Marketing Science, vol. 12(3), pages 174-176, December.
    3. 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.
    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. 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.
    6. 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.
    7. S. Arunachalam & Sridhar N. Ramaswami & Pol Herrmann & Doug Walker, 2018. "Innovation pathway to profitability: the role of entrepreneurial orientation and marketing capabilities," Journal of the Academy of Marketing Science, Springer, vol. 46(4), pages 744-766, July.
    8. Dominik M. Wielgos & Christian Homburg & Christina Kuehnl, 2021. "Digital business capability: its impact on firm and customer performance," Journal of the Academy of Marketing Science, Springer, vol. 49(4), pages 762-789, July.
    9. Abu Elnasr E. Sobaih & Ahmed Hasanein & Ibrahim Elshaer, 2020. "Influences of Green Human Resources Management on Environmental Performance in Small Lodging Enterprises: The Role of Green Innovation," Sustainability, MDPI, vol. 12(24), pages 1-19, December.
    10. Christina Boedker & Kar Ming Chong, 2022. "The mediating role of accounting controls between supervisors' empowering leadership style and subordinates' creativity and goal productivity," Accounting and Finance, Accounting and Finance Association of Australia and New Zealand, vol. 62(4), pages 4587-4614, December.
    11. Li, Ying & Dai, Jing & Cui, Li, 2020. "The impact of digital technologies on economic and environmental performance in the context of industry 4.0: A moderated mediation model," International Journal of Production Economics, Elsevier, vol. 229(C).
    12. Wu, Lingfei & Kittur, Aniket & Youn, Hyejin & Milojević, Staša & Leahey, Erin & Fiore, Stephen M. & Ahn, Yong-Yeol, 2022. "Metrics and mechanisms: Measuring the unmeasurable in the science of science," Journal of Informetrics, Elsevier, vol. 16(2).
    13. Mooradian, Todd & Matzler, Kurt & Uzelac, Borislav & Bauer, Florian, 2016. "Perspiration and inspiration: Grit and innovativeness as antecedents of entrepreneurial success," Journal of Economic Psychology, Elsevier, vol. 56(C), pages 232-243.
    14. Yan Ling & Michelle Hammond & Li-Qun Wei, 2022. "Ethical leadership and ambidexterity in young firms: examining the CEO-TMT Interface," International Entrepreneurship and Management Journal, Springer, vol. 18(1), pages 25-48, March.
    15. Shin, Nina & Park, Sangwook, 2021. "Supply chain leadership driven strategic resilience capabilities management: A leader-member exchange perspective," Journal of Business Research, Elsevier, vol. 122(C), pages 1-13.
    16. Christian Homburg & Moritz Tischer, 2023. "Customer journey management capability in business-to-business markets: Its bright and dark sides and overall impact on firm performance," Journal of the Academy of Marketing Science, Springer, vol. 51(5), pages 1046-1074, September.
    17. Jung-Chieh Lee & Yuyin Tang & SiQi Jiang, 2023. "Understanding continuance intention of artificial intelligence (AI)-enabled mobile banking applications: an extension of AI characteristics to an expectation confirmation model," Palgrave Communications, Palgrave Macmillan, vol. 10(1), pages 1-12, December.
    18. Mohammed Belal Uddin & Bilkis Akhter, 2022. "Investigating the relationship between top management commitment, supply chain collaboration, and sustainable firm performance in the agro-processing supply chain," Operations Management Research, Springer, vol. 15(3), pages 1399-1417, December.
    19. Cheng, Ru & Tao, Lei & Wang, Qiang & Zhao, Xiande, 2023. "The impact of value co-creation orientation on radical service innovation: Exploring a serial mediation mechanism," International Journal of Production Economics, Elsevier, vol. 262(C).
    20. Strobl, Andreas & Bauer, Florian & Matzler, Kurt, 2020. "The impact of industry-wide and target market environmental hostility on entrepreneurial leadership in mergers and acquisitions," Journal of World Business, Elsevier, vol. 55(2).

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:amsrev:v:11:y:2021:i:3:d:10.1007_s13162-021-00220-0. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.