IDEAS home Printed from https://ideas.repec.org/a/spr/amsrev/v12y2022i3d10.1007_s13162-022-00242-2.html
   My bibliography  Save this article

Challenging the troubled status of the marketing discipline

Author

Listed:
  • Anders Gustafsson

    (BI Norwegian Business School)

  • Tohid Ghanbarpour

    (BI Norwegian Business School)

Abstract

Marketing is a central discipline across all contexts that involve customers as stakeholders. The purpose of the academic discipline of marketing is to develop theoretically informed but practical advice for organizations to help them better navigate the constantly evolving markets. We argue that although marketing as a discipline does have some challenges, it is essentially in a good position to add value to society and organizations due to its focus on understanding customers and transforming this information into action. However, to improve as a discipline, we need to create a better balance between; rigor and relevance, research and education, and across sub-disciplines (strategy, modeling, and consumer behavior).

Suggested Citation

  • Anders Gustafsson & Tohid Ghanbarpour, 2022. "Challenging the troubled status of the marketing discipline," AMS Review, Springer;Academy of Marketing Science, vol. 12(3), pages 184-187, December.
  • Handle: RePEc:spr:amsrev:v:12:y:2022:i:3:d:10.1007_s13162-022-00242-2
    DOI: 10.1007/s13162-022-00242-2
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1007/s13162-022-00242-2
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.

    File URL: https://libkey.io/10.1007/s13162-022-00242-2?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Brian D. Wright & Kyriakos Drivas & Zhen Lei & Stephen A. Merrill, 2014. "Technology transfer: Industry-funded academic inventions boost innovation," Nature, Nature, vol. 507(7492), pages 297-299, March.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Sreedhar Madhavaram & Hunter N. Hatfield, 2022. "Continuing the manifesto conversation: Toward building a renewal capability for the marketing discipline," AMS Review, Springer;Academy of Marketing Science, vol. 12(3), pages 188-195, December.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Kim, Juram & Lee, Gyumin & Lee, Seungbin & Lee, Changyong, 2022. "Towards expert–machine collaborations for technology valuation: An interpretable machine learning approach," Technological Forecasting and Social Change, Elsevier, vol. 183(C).
    2. Dolores Modic & Borut Lužar & Tohru Yoshioka-Kobayashi, 2023. "Structure of university licensing networks," Scientometrics, Springer;Akadémiai Kiadó, vol. 128(2), pages 901-932, February.
    3. Kyriakos Drivas & Athanasios T. Balafoutis & Stelios Rozakis, 2014. "Research Funding and Academic Output: The Case of Agricultural University of Athens," Working Papers 2014-5, Agricultural University of Athens, Department Of Agricultural Economics.
    4. Frank J. Rijnsoever & Laurens K. Hessels, 2021. "How academic researchers select collaborative research projects: a choice experiment," The Journal of Technology Transfer, Springer, vol. 46(6), pages 1917-1948, December.
    5. Modic, Dolores & Suklan, Jana, 2022. "Multidimensional experience and performance of highly skilled administrative staff: Evidence from a technology transfer office," Research Policy, Elsevier, vol. 51(10).
    6. Nicolas Carayol & Valerio Sterzi, 2021. "The transfer and value of academic inventions when the TTO is one option," Journal of Economics & Management Strategy, Wiley Blackwell, vol. 30(2), pages 338-367, May.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:amsrev:v:12:y:2022:i:3:d:10.1007_s13162-022-00242-2. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.