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Relevance, rigor and impact of scholarly research in marketing, state of the discipline and outlook

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  • Rajan Varadarajan

    (Texas A&M University)

Abstract

This commentary presents a dissenting point of view on some of Key et al.’s (AMS Review, 2020) observations concerning the relevance and rigor of scholarly research in marketing, impact of scholarly research in marketing on research in other disciplines, and influence of the marketing function in firms at the top management level.

Suggested Citation

  • Rajan Varadarajan, 2020. "Relevance, rigor and impact of scholarly research in marketing, state of the discipline and outlook," AMS Review, Springer;Academy of Marketing Science, vol. 10(3), pages 199-205, December.
    • Handle: RePEc:spr:amsrev:v:10:y:2020:i:3:d:10.1007_s13162-020-00180-x
    DOI: 10.1007/s13162-020-00180-x
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    References listed on IDEAS

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    1. 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.
    2. Rajan Varadarajan, 2017. "Musings on interesting and impactful theory and research," Journal of the Academy of Marketing Science, Springer, vol. 45(1), pages 10-13, January.
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    Cited by:

    1. 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.
    2. 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.
    3. Terry Clark & Thomas Martin Key, 2021. "The methodologies of the marketing literature: mechanics, uses and craft," AMS Review, Springer;Academy of Marketing Science, vol. 11(3), pages 416-431, December.
    4. Thomas Martin Key & Terry Clark & O. C. Ferrell & David W. Stewart & Leyland Pitt, 2021. "Re-institutionalizing marketing," AMS Review, Springer;Academy of Marketing Science, vol. 11(3), pages 446-453, December.

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