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Factors affecting the study of important marketing issues: Implications and recommendations

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  • Kohli, Ajay K.
  • Haenlein, Michael

Abstract

Academic research in marketing has produced many useful insights and tools over the years. Lately, however, an increasing number of scholars have voiced concern that much of the current academic research is not particularly useful. We explore reasons why this may be the case, and offer a set of recommendations to address them. We first identify three general factors that must be present in order for academics to develop important marketing insights: (i) awareness of important marketing issues, (ii) ability to address these issues, and (iii) motivation to address them. Using this as a framework, we identify several variables that may be reducing the likelihood of our studying important marketing issues. These variables suggest actions that we may take to increase the likelihood of our producing important marketing insights and tools.

Suggested Citation

  • Kohli, Ajay K. & Haenlein, Michael, 2021. "Factors affecting the study of important marketing issues: Implications and recommendations," International Journal of Research in Marketing, Elsevier, vol. 38(1), pages 1-11.
    • Handle: RePEc:eee:ijrema:v:38:y:2021:i:1:p:1-11
    DOI: 10.1016/j.ijresmar.2020.02.009
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    3. Panwar Tapish & Khan Kalim, 2022. "SAFE: The New-Age Service Marketing Mix for the New-Age Internet-Based Services," Acta Universitatis Sapientiae, Economics and Business, Sciendo, vol. 10(1), pages 106-132, September.
    4. 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.
    5. Kandampully, Jay & Bilgihan, Anil & Bujisic, Milos & Kaplan, Andreas & Jarvis, Cheryl Burke & Shukla, Yupal, 2021. "Service transformation: How can it be achieved?," Journal of Business Research, Elsevier, vol. 136(C), pages 219-228.
    6. 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.
    7. Beke, Frank T. & Eggers, Felix & Verhoef, Peter C. & Wieringa, Jaap E., 2022. "Consumers’ privacy calculus: The PRICAL index development and validation," International Journal of Research in Marketing, Elsevier, vol. 39(1), pages 20-41.
    8. Chiara Bartoli, 2022. "Consumer self-concept and digitalization: what does this mean for brands?," Italian Journal of Marketing, Springer, vol. 2022(4), pages 419-437, December.
    9. Schauerte, Nico & Becker, Maren & Imschloss, Monika & Wichmann, Julian R.K. & Reinartz, Werner J., 2023. "The managerial relevance of marketing science: Properties and genesis," International Journal of Research in Marketing, Elsevier, vol. 40(4), pages 801-822.
    10. Bernd H Schmitt & June Cotte & Markus Giesler & Andrew T Stephen & Stacy Wood, 2022. "Relevance—Reloaded and Recoded [From the Editors-Elect: Meaningful Consumer Research]," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 48(5), pages 753-755.
    11. Lembregts, Christophe & Cadario, Romain, 2024. "Consumer-Driven Climate Mitigation: Exploring Barriers and Solutions in Studying Higher Mitigation Potential Behaviors," OSF Preprints ywus6, Center for Open Science.
    12. Inge Geyskens & Barbara Deleersnyder & Marnik G. Dekimpe & Didi Lin, 2024. "Do consumers benefit from national-brand listings by hard discounters?," Journal of the Academy of Marketing Science, Springer, vol. 52(1), pages 97-118, January.
    13. Stremersch, Stefan, 2021. "The Study of Important Marketing Issues: Reflections," International Journal of Research in Marketing, Elsevier, vol. 38(1), pages 12-17.
    14. 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.
    15. Wierenga, Berend, 2021. "The study of important marketing issues in an evolving field," International Journal of Research in Marketing, Elsevier, vol. 38(1), pages 18-28.

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