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First steps to creating high impact theory in marketing

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  • Ruth N. Bolton

    (Arizona State University)

Abstract

The business research ecosystem can be transformed by responsible research principles. This commentary offers concrete guidance for developing high impact theory; it provides a tool to assess research benefits and identify participating stakeholders. It also calls for improving doctoral training, countering risk aversion in research topic selection, re-aligning faculty incentives, and leveraging academic institutions.

Suggested Citation

  • Ruth N. Bolton, 2020. "First steps to creating high impact theory in marketing," AMS Review, Springer;Academy of Marketing Science, vol. 10(3), pages 172-178, December.
    • Handle: RePEc:spr:amsrev:v:10:y:2020:i:3:d:10.1007_s13162-020-00181-w
    DOI: 10.1007/s13162-020-00181-w
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    References listed on IDEAS

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    1. Shelby D. Hunt, 2020. "Indigenous theory development in marketing: the foundational premises approach," AMS Review, Springer;Academy of Marketing Science, vol. 10(1), pages 8-17, June.
    2. 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.
    3. Manjit S. Yadav, 2014. "Enhancing theory development in marketing," AMS Review, Springer;Academy of Marketing Science, vol. 4(1), pages 1-4, June.
    4. Manjit S. Yadav, 2020. "Reimagining marketing doctoral programs," AMS Review, Springer;Academy of Marketing Science, vol. 10(1), pages 56-64, June.
    5. V. Kumar, 2017. "The role of university research centers in promoting research," Journal of the Academy of Marketing Science, Springer, vol. 45(4), pages 453-458, July.
    6. Cho, Yung-Jan & Fu, Pei-Wen & Wu, Chi-Cheng, 2017. "Popular Research Topics in Marketing Journals, 1995–2014," Journal of Interactive Marketing, Elsevier, vol. 40(C), pages 52-72.
    Full references (including those not matched with items on IDEAS)

    Citations

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    Cited by:

    1. Stephen L. Vargo & Linda Peters & Hans Kjellberg & Kaisa Koskela-Huotari & Suvi Nenonen & Francesco Polese & Debora Sarno & Claudia Vaughan, 2023. "Emergence in marketing: an institutional and ecosystem framework," Journal of the Academy of Marketing Science, Springer, vol. 51(1), pages 2-22, January.
    2. Kolesnik, N., 2023. "Implementation of the concept of sustainable development in food retail: Latent semantic analysis of SMM communication 2015-2021," Journal of the New Economic Association, New Economic Association, vol. 60(3), pages 79-102.
    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. 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.
    5. 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.
    6. Clark, Terry & Azab, Carol & Martin Key, Thomas, 2024. "Marketing’s next era: The scope and impact of marketing’s future, the reach and legacy of Shelby Hunt," Journal of Business Research, Elsevier, vol. 170(C).
    7. Linda L. Price, 2022. "Folds in historical time and possible worlds for the marketing discipline: A commentary," AMS Review, Springer;Academy of Marketing Science, vol. 12(3), pages 162-167, 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.
    9. 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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