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Reaching for rigor and relevance: better marketing research for a better world

Journal

Marketing Letters

Subject

Marketing

Publishing details

Marketing Letters 2022 In Press

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

Rajesh Chandy

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


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