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The Structure and Evolution of the Marketing Field: A Content Analysis of Five Decades of Research within the Academy of Marketing Science Journals

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  • Kamran, Qeis
  • Becker, Marcus

Abstract

This paper analyses five decades of research published in the journals of JAMS and AMS review (AMSR). The authors used a Latent Dirichlet Allocation (LDA) algorithm for unsupervised topic modeling. By conducting a content analysis (CA), the authors study the relationships between the research streams of marketing evolved during the four eras of the field's progress. A multiple correspondence analysis (MCA) was drawn to validate the mapping between the digitized keywords drawn from 1913 research articles with the topic labels and terms resulting from our LDA analysis. Finally, some future directions and the needed stream of literature is presented, whereupon a path towards reinvigorating marketing in era-V could be proposed. The authors suggest another possible solution to Hunt's call, hence instead of focusing on a re-institutionalization, wherein marketing may go backwards, it must focus on essential research themes of the future

Suggested Citation

  • Kamran, Qeis & Becker, Marcus, 2023. "The Structure and Evolution of the Marketing Field: A Content Analysis of Five Decades of Research within the Academy of Marketing Science Journals," Research Journal for Applied Management (RJAM), International School of Management (ISM), Dortmund, vol. 4(1), pages 89-132.
    • Handle: RePEc:zbw:ismrja:324732
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    File URL: https://www.econstor.eu/bitstream/10419/324732/1/RJAM-4-2023-089.pdf
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    References listed on IDEAS

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    1. Teh, Yee Whye & Jordan, Michael I. & Beal, Matthew J. & Blei, David M., 2006. "Hierarchical Dirichlet Processes," Journal of the American Statistical Association, American Statistical Association, vol. 101, pages 1566-1581, December.
    2. Adel El-Ansary & Eric H. Shaw & William Lazer, 2018. "Marketing’s identity crisis: insights from the history of marketing thought," AMS Review, Springer;Academy of Marketing Science, vol. 8(1), pages 5-17, June.
    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. 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.
    5. Linda D. Hollebeek & Rajendra K. Srivastava & Tom Chen, 2019. "Correction to: S-D logic–informed customer engagement: integrative framework, revised fundamental propositions, and application to CRM," Journal of the Academy of Marketing Science, Springer, vol. 47(1), pages 186-186, January.
    6. Stephen L. Vargo & Robert F. Lusch, 2016. "Institutions and axioms: an extension and update of service-dominant logic," Journal of the Academy of Marketing Science, Springer, vol. 44(1), pages 5-23, January.
    7. Linda D. Hollebeek & Rajendra K. Srivastava & Tom Chen, 2019. "S-D logic–informed customer engagement: integrative framework, revised fundamental propositions, and application to CRM," Journal of the Academy of Marketing Science, Springer, vol. 47(1), pages 161-185, January.
    8. Alireza Tahai & Michael J. Meyer, 1999. "A revealed preference study of management journals’ direct influences," Strategic Management Journal, Wiley Blackwell, vol. 20(3), pages 279-296, March.
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