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Continuing the manifesto conversation: Toward building a renewal capability for the marketing discipline

Author

Listed:
  • Sreedhar Madhavaram

    (Rawls College of Business, Texas Tech University)

  • Hunter N. Hatfield

    (Rawls College of Business, Texas Tech University)

Abstract

The six commentaries on Hunt, Madhavaram, and Hatfield (hereafter, HMH, AMS Review, 2022, in this issue) and “the manifesto conversation” (hereafter, TMC) deeply reflected on HMH and TMC; assessed, among other things, the value of borrowed theories, doctoral programs, fragmentation, indigenous theory development, mainstream central focus, middle-range theories, and stakeholder relevance/engagement; and provided further foundations and put forward several opportunities for continuing TMC toward renewing the marketing discipline. In response, we develop a new conceptualization for renewal capability, and elaborate that renewal capability building (for the marketing discipline) entails policies, activities, and decisions for bringing together human (e.g., its scholars and stakeholders) and institutional resources (e.g., its journals and professional associations) to produce proactive and reactive innovations (for the marketing discipline). Overall, HMH, TMC, the six commentaries, and this response cumulatively provide foundations for continuing the TMC toward building a robust renewal capability for the marketing discipline.

Suggested Citation

  • 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.
    • Handle: RePEc:spr:amsrev:v:12:y:2022:i:3:d:10.1007_s13162-022-00248-w
    DOI: 10.1007/s13162-022-00248-w
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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. 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.
    3. 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.
    4. 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.
    5. Rajan Varadarajan, 2022. "A general theory of marketing: Conceivable, elusive, or illusive," AMS Review, Springer;Academy of Marketing Science, vol. 12(3), pages 177-183, December.
    6. 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.
    7. Suvi Nenonen, 2022. "Resurrecting marketing: Focus on the phenomena!," AMS Review, Springer;Academy of Marketing Science, vol. 12(3), pages 174-176, December.
    8. 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.
    9. 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.
    10. Anders Gustafsson & Tohid Ghanbarpour, 2022. "Challenging the troubled status of the marketing discipline," AMS Review, Springer;Academy of Marketing Science, vol. 12(3), pages 184-187, 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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