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The Study of Important Marketing Issues: Reflections

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  • Stremersch, Stefan

Abstract

This paper details how marketing scholars can address important marketing issues. It starts by clearly distinguishing importance from relevance and, on that basis, discerns four types of research projects: (1) thought leadership; (2) science leadership; (3) applied science; and (4) puzzling science. It proposes to funnel more resources from applied and puzzling science to thought leadership and to sustain science leadership. To do so, it offers a research funnel (awareness-consideration-choice-execution) and how ability and motivation throughout the funnel guide a scholar towards more important research. It offers three key takeaways on how to achieve more important research: (1) socialize with practice; (2) embrace residual ambiguity; and (3) do not get bored or boring from hyperspecialization.

Suggested Citation

  • Stremersch, Stefan, 2021. "The Study of Important Marketing Issues: Reflections," International Journal of Research in Marketing, Elsevier, vol. 38(1), pages 12-17.
    • Handle: RePEc:eee:ijrema:v:38:y:2021:i:1:p:12-17
    DOI: 10.1016/j.ijresmar.2020.09.009
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    References listed on IDEAS

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    1. Thomas W. Steele & Jeffrey C. Stier, 2000. "The impact of interdisciplinary research in the environmental sciences: a forestry case study," Journal of the American Society for Information Science, Association for Information Science & Technology, vol. 51(5), pages 476-484.
    2. Stremersch, S. & Winer, R.S. & Camacho, N.M.A., 2020. "Faculty Research Incentives and Business School Health: A New Perspective from and for Marketing," ERIM Report Series Research in Management ERS-2020-013-MKT, Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam.
    3. 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.
    4. Stremersch, S. & Winer, R.S. & Camacho, N.M.A., 2020. "Faculty Research Incentives and Business School Health: A New Perspective for Marketing," ERIM Report Series Research in Management ERS-2020-007-MKT, Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam.
    5. Stefan Stremersch & Peter C. Verhoef, 2005. "Globalization of Authorship in the Marketing Discipline: Does It Help or Hinder the Field?," Marketing Science, INFORMS, vol. 24(4), pages 585-594, February.
    6. Roberts, John H. & Kayande, Ujwal & Stremersch, Stefan, 2014. "From academic research to marketing practice: Some further thoughts," International Journal of Research in Marketing, Elsevier, vol. 31(2), pages 144-146.
    7. Roberts, John H. & Kayande, Ujwal & Stremersch, Stefan, 2014. "From academic research to marketing practice: Exploring the marketing science value chain," International Journal of Research in Marketing, Elsevier, vol. 31(2), pages 127-140.
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    Cited by:

    1. 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.
    2. Kohli, Ajay K. & Haenlein, Michael, 2021. "Factors Affecting the Study of Important Marketing Issues: Additional Thoughts and Clarifications," International Journal of Research in Marketing, Elsevier, vol. 38(1), pages 29-31.
    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.

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