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Developing and renewing marketing as a scientific discipline through reflexive cocreation

Author

Listed:
  • Anu Helkkula

    (Hanken School of Economics)

  • Eric Arnould

    (Aalto University School of Business)

Abstract

Shelby V. Hunt was long interested in codifying and parameterizing the marketing discipline with a distinctive focus on the principles of making scientific claims. In their article, Hunt et al., (2022, in this issue) present their concerns about the scholarly status of marketing, highlighting the loss of a central, mainstream research focus. However, we think the real challenges are different than those that worry the authors. Marketing as a scientific discipline evolves by adapting from and contributing to theories, concepts, and methods in related research fields. Thus, we claim that the potential of marketing discipline lies in the diversity of intertwined and divergent research streams, such as service-dominant logic and consumer culture theory. We propose that a cocreational approach that questions foundational assumptions and a purely managerial orientation, is more likely to produce a renewal of marketing scholarship and provide solutions to wicked social problems than a single reductive theoretical approach.

Suggested Citation

  • 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.
    • Handle: RePEc:spr:amsrev:v:12:y:2022:i:3:d:10.1007_s13162-022-00244-0
    DOI: 10.1007/s13162-022-00244-0
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    References listed on IDEAS

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    1. Jack Coffin & Andreas Chatzidakis, 2021. "The Möbius strip of market spatiality: mobilizing transdisciplinary dialogues between CCT and the marketing mainstream," AMS Review, Springer;Academy of Marketing Science, vol. 11(1), pages 40-59, June.
    2. Vargo, Stephen L. & Lusch, Robert F., 2017. "Service-dominant logic 2025," International Journal of Research in Marketing, Elsevier, vol. 34(1), pages 46-67.
    3. 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.
    4. 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.
    5. Helkkula, Anu & Arnould, Eric J., 2022. "Using neo-animism to revisit actors for Sustainable Development Goals (SDGs) in S-D logic," Journal of Business Research, Elsevier, vol. 149(C), pages 860-868.
    6. 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.
    7. Manjit S. Yadav, 2020. "Reimagining marketing doctoral programs," AMS Review, Springer;Academy of Marketing Science, vol. 10(1), pages 56-64, June.
    8. O. C. Ferrell & Jodie Conduit & Bo Edvardsson & Stephen L. Vargo, 2021. "The past and future of marketing theory and practice: a tribute to the 50th anniversary of the Academy of Marketing Science," AMS Review, Springer;Academy of Marketing Science, vol. 11(3), pages 390-394, December.
    9. Roland T. Rust & Ming-Hui Huang, 2014. "The Service Revolution and the Transformation of Marketing Science," Marketing Science, INFORMS, vol. 33(2), pages 206-221, March.
    10. 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.
    11. 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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    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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