Commentary on Kohli & Haenlein: The study of important marketing issues: Reflections
International Journal of Research in Marketing , Volume 38 - Issue 1 p. 12- 17
This paper details how marketing scholars can address important marketing issues. It starts by clearly distinguishing importance from relevance and, on that basis, discerns four types of research projects: (1) thought leadership; (2) science leadership; (3) applied science; and (4) puzzling science. It proposes to funnel more resources from applied and puzzling science to thought leadership and to sustain science leadership. To do so, it offers a research funnel (awareness-consideration-choice-execution) and how ability and motivation throughout the funnel guide a scholar towards more important research. It offers three key takeaways on how to achieve more important research: (1) socialize with practice; (2) embrace residual ambiguity; and (3) do not get bored or boring from hyperspecialization.
|International Journal of Research in Marketing|
Stremersch, S. (2020). Commentary on Kohli & Haenlein: The study of important marketing issues: Reflections. International Journal of Research in Marketing, 38(1), 12–17. doi:10.1016/j.ijresmar.2020.09.009