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Factors Affecting the Study of Important Marketing Issues: Additional Thoughts and Clarifications

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  • Kohli, Ajay K.
  • Haenlein, Michael

Abstract

Stremersch (2021) and Wierenga (2021) provide valuable reactions to our ideas in Kohli and Haenlein (2021). We highlight some of their suggestions we found particularly helpful and use this opportunity to clarify some of our ideas. In particular, we like the concept of a “project funnel,” the notions of “vertical drift” and “lateral drift,” and a “Universal Marketing Knowledge Classification System.” We clarify our ideas relating to the role of “supplying” or foundational disciplines, importance of theory, selfidentities of scholars, evaluation of research rigor, and learning about marketing phenomena.

Suggested Citation

  • 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.
    • Handle: RePEc:eee:ijrema:v:38:y:2021:i:1:p:29-31
    DOI: 10.1016/j.ijresmar.2020.12.002
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    1. Stremersch, Stefan, 2021. "The Study of Important Marketing Issues: Reflections," International Journal of Research in Marketing, Elsevier, vol. 38(1), pages 12-17.
    2. 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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    Cited by:

    1. Jane Machin & Natalie Ross Adkins & Christina Chan‐Park & Elizabeth Crosby & Justine Rapp Farrell & Ann M. Mirabito, 2022. "Taming complex problems using the problem‐solution‐impact research process model," Journal of Consumer Affairs, Wiley Blackwell, vol. 56(3), pages 1178-1219, September.
    2. 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.
    3. 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.
    4. 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.
    5. 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.
    6. 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.
    7. 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.
    8. 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.

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    1. 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.
    2. 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.

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