Reaching for rigor and relevance: better marketing research for a better world
Journal
Marketing Letters
Subject
Marketing
Publishing details
Authors / Editors
Madan S;Johar G V;Berger J;Chandon P;Chandy R;Hamilton R;John L;Labroo A;Liu P J;Lynch J G;Mazar N;Mead N;Mittal V;Moorman C;Norton M I;Roberts J;Soman D;Viswanathan M;White K
Biographies
Publication Year
2022
Abstract
Over the past several decades, scholars have highlighted the obligations and opportunities for marketing as a discipline to play a role in creating a better world — or risk becoming irrelevant for the largest problems facing consumers and society. Climate change, poverty, obesity, discrimination and bias, and the Covid-19 pandemic have demonstrated that marketing (and businesses) cannot operate in isolation from the broader community. We seek to provide a framework for authors and reviewers to enhance the rigor and relevance of research in marketing that not only contributes new knowledge to science, but also makes a positive difference in the world. In doing so, we hope to encourage further consideration of the role of marketing scholarship in providing a novel lens into potential solutions for societal concerns.
Keywords
Marketing; Greater good; Rigor; Relevance; Well-being; Sustainability; Better world
Available on ECCH
No
