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Theoretical underpinnings of research in strategic marketing: a commentary

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  • Rajan Varadarajan

    (Texas A&M University)

Abstract

Morgan et al. (Journal of the Academy of Marketing Science, 47(1), 2019) propose a new conceptualization of the domain and sub-domains of marketing strategy and employ them as a framework to assess the current state of research in marketing strategy. Based on an analysis of articles addressing marketing strategy related issues published in six leading marketing journals during the period 1999 to 2016, they highlight challenges and opportunities for creating new marketing strategy knowledge grounded in scholarly research, and propose an agenda for future research in marketing strategy. This commentary focuses on some of the findings relating to the theoretical underpinnings of research in marketing strategy that Morgan et al. report and discuss. They include (1) the dearth of indigenous marketing theories and reliance on theories developed in other disciplines, (2) research grounded in single versus multiple theories, and (3) the shift away from theory-based research to data-driven research. The commentary concludes with a brief discussion on the merits of organizing the accumulated body of knowledge on strategic marketing by distinguishing between research focusing on substantive issues in the domains of market strategy and marketing strategy.

Suggested Citation

  • Rajan Varadarajan, 2019. "Theoretical underpinnings of research in strategic marketing: a commentary," Journal of the Academy of Marketing Science, Springer, vol. 47(1), pages 30-36, January.
    • Handle: RePEc:spr:joamsc:v:47:y:2019:i:1:d:10.1007_s11747-018-0612-7
    DOI: 10.1007/s11747-018-0612-7
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    References listed on IDEAS

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    1. Andrei Shleifer & Robert W. Vishny, 1991. "Takeovers in the '60s and the '80s: Evidence and implications," Strategic Management Journal, Wiley Blackwell, vol. 12(S2), pages 51-59, December.
    2. Demsetz, Harold, 1973. "Industry Structure, Market Rivalry, and Public Policy," Journal of Law and Economics, University of Chicago Press, vol. 16(1), pages 1-9, April.
    3. Rajan Varadarajan, 2015. "Strategic marketing, marketing strategy and market strategy," Journal of the Knowledge Economy, Springer;Portland International Center for Management of Engineering and Technology (PICMET), vol. 5(3), pages 78-90, December.
    4. Rajan Varadarajan, 2015. "Strategic marketing, marketing strategy and market strategy," AMS Review, Springer;Academy of Marketing Science, vol. 5(3), pages 78-90, December.
    5. Neil A. Morgan & Kimberly A. Whitler & Hui Feng & Simos Chari, 2019. "Research in marketing strategy," Journal of the Academy of Marketing Science, Springer, vol. 47(1), pages 4-29, January.
    6. Manjit S. Yadav, 2018. "Making emerging phenomena a research priority," Journal of the Academy of Marketing Science, Springer, vol. 46(3), pages 361-365, May.
    7. Bernard J. Jaworski, 2018. "Introducing the Theory + Practice section," AMS Review, Springer;Academy of Marketing Science, vol. 8(1), pages 1-4, June.
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    Cited by:

    1. Abiodun E. Alao & Adesoga D. Adefulu & Olalekan U. Asikhia & Olubisi G. Makinde, 2020. "Strategic Marketing and Competitive Advantage of Selected Petroleum Products Marketing Companies in Nigeria: The Moderating Role of Resource Capabilities," Journal of Accounting, Business and Finance Research, Scientific Publishing Institute, vol. 9(1), pages 12-23.
    2. Abiodun E. Alao & Adesoga D. Adefulu & Olalekan U. Asikhia & Olubisi G. Makinde, 2020. "Strategic Marketing and Competitive Advantage of Selected Petroleum Products Marketing Companies in Nigeria: The Moderating Role of Resource Capabilities," Journal of Accounting, Business and Finance Research, Scientific Publishing Institute, vol. 8(3), pages 108-119.
    3. Hirche, Martin & Farris, Paul W. & Greenacre, Luke & Quan, Yiran & Wei, Susan, 2021. "Predicting Under- and Overperforming SKUs within the Distribution–Market Share Relationship," Journal of Retailing, Elsevier, vol. 97(4), pages 697-714.
    4. Dekimpe, Marnik G., 2020. "Retailing and retailing research in the age of big data analytics," International Journal of Research in Marketing, Elsevier, vol. 37(1), pages 3-14.

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