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The Morphology of Theory and the General Theory of Marketing
Abstract
The author explores the nature of theoretical and nontheoretical structures and then evaluates the theoretical structure advanced in a previous JOURNAL OF MARKETING article.
... Foundational to the advancement of scienti®c thought is an underlying theoretical grounding, e.g. systematic related statements, including law-like generalizations that are empirically testable, derived from laws or principles that serve as a basis for prediction, decision and action (Bartels, 1951;Hunt, 1971). In a critical evaluation of international business research, Sullivan (1998) states that there is a tendency to build consensus through iterative replication or trivial re®nement that precludes genuine shifts in intellectual direction. ...
... The movement toward theoretical development in the ®eld of marketing derived from the general arguments of whether marketing was an art, in which marketers and marketing scholars applied basic theoretical principles developed in other disciplines to the study of marketing, or whether it was a science, with scientists discovering generalizable laws through systematic research endeavors (Bartels, 1951;Hunt, 1971Hunt, , 1983Anderson, 1983). While the debate continues (Anderson, 1994), a basis for either approach is the necessity of a strong underlying theory (regardless of whether one creates the theory, or merely applies an existing theory). ...
... Theory can be viewed as systematic related statements, including law-like generalizations that are empirically testable, derived from laws or principles that serve as a basis for prediction, decision and action (Bartels, 1951;Hunt, 1971;Dubin, 1978;Kerlinger, 1986). Fundamental to the development of strong theory is the general scienti®c approach to the topic, consisting of elements of problem identi®cation, construct delineation and interaction, boundary setting, hypothesis development and empirical testing (Dubin, 1978;Kerlinger, 1986). ...
For over 40 years academicians and practitioners have debated the standardization versus adaptation of international marketing strategy. Despite the importance of, and tremendous interest in the topic, and the volume of scholarly activity this topic has generated, the debate remains unresolved. Why? Here, it is argued that the last 40 years of scholarly research has advanced without a strong underlying theoretical framework. The historical foundations of the standardization/adaptation perspective are presented, followed by a critical evaluation of the field under the guiding framework of the fundamentals of theoretical construction. Suggestions for developing a stronger theoretical foundation, as well as directions for future research are addressed.
... Same reference as footnote 3, p. 68. cedure would be to start with the three basic substantive terms of the statement: (1) societies, (2) ends, and (3) means. These terms encompass the subject matter of the statement. ...
... The final two charges of Pinson et al were (1) that I failed to operationalize my evaluative criteria for theoretical constructions and (2) that I erred by assuming that a classificational schema could not be theoretical construction, i.e., the terms classificational schema and theoretical construction were mutually exclusive. ...
The author explores the fundamental characteristics of lawlike generalizations in marketing theory and proposes a procedure for transforming ordinary conversational generalizations into lawlike generalizations in marketing.
... These conferences have played a particularly significant role in encouraging marketing researchers to develop marketing theory. There have also been several books on marketing theory (Bagozzi 1980;Hunt 1976aHunt , 1983Zaltman, LeMasters, and Heffring 1982;Zaltman, Pinson, and Angelmar 1973). The works of Zaltman et al. and Hunt explore the philosophy of science foundations of marketing theory, while Bagozzi's work attempts to integrate metatheoretical criteria with mathematical modeling techniques. ...
... In 1968 Bartels suggested that a general theory of marketing should consist of seven subtheories: social initiative, economic (market) separations, market flows, interactions and expectations, flows and systems, behavior constraints, social change and marketing evolution, and social control of marketing. An evaluation of these subtheories (Hunt 1971) pointed out their lack of law-like generalizations and concluded that the collection could not, therefore, be a general theory of marketing. This conclusion was also reached in the subsequent analysis by El-Ansary (1979). ...
Is a general theory of marketing possible? If so, what would it look like? This article (1) briefly examines the nature of theory in marketing, (2) explores the characteristics of general theories in the philosophy of science, (3) proposes what a general theory of marketing would attempt to explain and predict, (4) delineates the structure of general theories, both in and of marketing, and (5) evaluates the status of general theories in/of marketing.
... It is therefore of interest whether empirical evidence exists to support a statement such as "All actors in alternative economies aim to create social and ecological value." Thus, the study of alternative economies gives rise to a particular type of empirical claims, that is, law-like generalizations (Hunt 1971). We hope to have initiated a fruitful discussion about what Hunt (1971) has called the theoretical structure of a theory and the applicability of the marketing-systems approach to alternative economies. ...
... Thus, the study of alternative economies gives rise to a particular type of empirical claims, that is, law-like generalizations (Hunt 1971). We hope to have initiated a fruitful discussion about what Hunt (1971) has called the theoretical structure of a theory and the applicability of the marketing-systems approach to alternative economies. ...
Actors engaged in alternative economies organize resource transfers, exchange resources (with and without the use of money), and create value. As value creation is a definitional attribute of marketing systems, we examine whether alternative economies fall under the concept of marketing systems. That is, the conceptual framework of the marketingsystems approach applicable to alternative economies must help answer this question, and the approach’s empirical claims must hold true in alternative economies. We refer to the distinction between the conceptual framework of a theory and its empirical claims to substantiate our notion that alternative economies are marketing systems. Informed by the theoretical analysis and insights gleaned from interviews, we suggest modifications of the conceptual framework of the marketing-systems approach to improve or extend its applicability to alternative economies.
... A estruturação do conceito vai se tornando cada vez mais complexa com contínuos debates. Hunt (1971) analisa o artigo de Bartels (1968) e conclui que este não apresentou uma teoria geral de Marketing, mas sim uma coleção de estruturas esquemáticas que teriam como principal valor o fato de estimularem outros acadêmicos a, de fato, gerarem uma teoria. Pinson et al. (1972), por sua vez, analisam o artigo de Hunt e argumentam que suas críticas não constituem uma avaliação válida e justa do trabalho de Bartels que tinha, recentemente, publicado seu livro clássico sobre teoria de Marketing, reunindo em um só volume parte do que já tinha publicado sob a forma de artigos separados (BARTELS, 1970). ...
... A revisão bibliográfi ca realizada contribui nesse sentido. A difi culdade de construção e sedimentação da teoria de Marketing é histórica, sentida desde os primeiros professores de Marketing, passando pelo esforço empreendido por autores como Arch Shaw (1916) apud Hagerty (1936), Robert Bartels (1968), Shelby Hunt (1971) e do próprio Philip Kotler (1972). Resultado disso, é a histórica disputa sobre se Marketing é uma ciência ou uma arte, inaugurada no artigo de Alderson e Cox (1948). ...
The history of marketing education is rich, spanning more than100 years, and much can be learned from teachers' and paststudents' experiences. It is important to go back in time and observe how marketing was originally seen and taught and how it has evolved with social, political, and economic changes. It is important to understand what we understand by marketing today and therefore how we convey the subject to our students. To do so, a literature review was made using the Journal of Marketing as the main focus, but other important publications in the area were also included. The history can be presented in 4 phases. Our findings can contribute to understanding the processes and problems that all marketing academics face and consequently help signal the route to follow in the future.
... Wide-ranging or all-encompassing theoretical entities, including: ○ Vargo and Lusch's (2016) Service-Dominant (S-D) logic. ○ Hunt's (1971) morphology of theory and general theory of marketing. ○ Bartels' (1968) general theory of marketing. ...
The declining number of conceptual articles, particularly in psychology and marketing (P&M), represents a key concern for the continued advancement of the body of knowledge. Proposition-based works, a key conceptual article subtype, offer theoretical propositions that introduce new concepts and theorize regarding their specific theoretical associations. However, relatively few guidelines for the preparation of these articles exist, leaving scholars in the dark regarding their development. Addressing this gap, we propose a framework summarizing the development of proposition-based research, offering a step-by-step guide to craft these contributions. The framework identifies the (1) key role of topic (e.g., a focal P&M concept) problematization and motivation, which may be an existing but under-explored or a new-to-P&M topic, and (2) application of a broader (e.g., meso-or macro-foundational) theory to frame the topic, which should exhibit a level of fit with one another. The framework also suggests that the chosen topic and theory co-infuse the development of the model and propositions, for which we provide relevant guidelines. We link this theoretical co-infusion process to prior intra-proposition recommendations (i.e., propositional clarity, consistency, conciseness, and contribution), which are supplemented with the proposed inter-proposition guidelines of propositional conceptual distinctiveness, comprehensiveness, and coherence.
... Metatheory emerged as a cornerstone as it grappled with defining its academic foundations, parameters and contributions. These developments were particularly evident during the movement toward establishing a general theory of marketing, as advocated by seminal thinkers like Hunt (1971) and El-Ansery (1979). Bartels (1970) played a crucial role in highlighting the significance of metatheory for integrating diverse theories within marketing. ...
Marketing systems, while being pivotal to contemporary progress, have been linked to multifaceted global challenges, notably increasing inequalities and accelerated climate change. These challenges are not natural phenomena, but rather, human-induced crises, emerging predominantly from flawed systems of perception and action. Unfortunately, these flawed perspectives are also embedded within research and theoretical practices, leading to overly simplistic and disjointed results. This paper champions the introduction and application of corrective metatheories, specifically targeting these tendencies of reductionism, to bring coherence to the various domains of existence – be they subjective, intersubjective, interobjective, or objective. Using Roy Bhaskar's philosophy of critical realism as its linchpin, this paper elucidates how this particular metatheoretical approach can address the complexities inherent to global systems. Through Critical Realism, the paper aims to challenge reductionist narratives, critique societal shortcomings, and promotes both individual and collective potentials to support overall flourishing.
... Bu ayrıma paralel olarak pazarlamaya yönelik getirilen bir başka ayrım da Arndt'in (1980) teşvik unsuru olarak eleştirilse de (Hunt, 1971), pazarlamanın bir bilim olarak ele alınıp genel bir teoriye ulaşması noktasında Bartels'in (1968) çalışmasının katkısı yadsınmazdır. ...
Pazarlamanın bilimsel statü arayışında izlediği süreç incelendiğin-de pazarlama ve pazarlama faaliyetlerinin ulaşılabilir yazın dâhilinde sadece bir asır kadar geriye taşındığı görülmektedir. Oysa pazarlamaya yönelik farklı ve daha geniş bakış açılarının kazandırılmasıyla birlikte pazarlama faaliyetlerine atfedilen tanımların bir asırdan çok öncesine taşınabileceği görülecektir. Tarihsel perspektiften pazarlamanın seyriyle birlikte dikkate alınması gereken bir diğer husus ise pazarlamanın bu süreçte kazandığı ve kazanmaya çalıştığı bilimsel statüde diğer bilim ve disiplinlerin rolüdür. Bu çalışmada pazarlamanın bilimsel meşruiyet kazanma yolunda diğer bilimlerden ödünç alan bir disiplin ya da ideoloji olmanın ötesinde bunlardan etkilendiği, etkileşim halinde olduğu ancak nihayetinde olguları kendi dilinden ifade ettiği ve bir bilim olarak kimliğine kavuşması gerekliliği tartışılmıştır.
... The quest for a general theory has a long history in the literature of the marketing discipline (Alderson, 1948(Alderson, , 1957(Alderson, , 1965Bartels, 1968Bartels, , 1970Cox and Alderson, 1948;El-Ansary, 1979;Hunt, 1971Hunt, , 1983Sheth et al., 1988;Shaw, 2010Shaw, , 2014. And yet, the work still remains incomplete. ...
Purpose
The purpose of this paper is to construct a general theory of the marketing system that addresses the fundamental question: why do marketing systems occur, survive and grow?
Design/methodology/approach
The approach integrates the concepts and constructs contained in special and mid-range theories, scattered throughout the history of marketing thought, into a logically coherent set of propositions (including definitions, axioms, theorems, scientific laws, bridge laws and hypotheses) that comprise a general theory of the marketing system.
Findings
The theoretical answer to why marketing systems arise, survive and grow is because marketing systems offer the most efficient mechanism for supplying products and services that people demand, thereby increasing economic growth, compared to the opportunity costs of alternative methods of acquisition. Based on just two (of several) marketing efficiency theorems, if the input costs of trading decline (law of reduced transaction costs) and/or the output value increases (law of bulk transactions), then marketing system efficiency rises. This creates an upward spiraling cycle: increasing the extent of the market (law of market size), proliferating opportunities for increasing aggregate production efficiency (through the law of comparative advantage and the law of division of labor), thereby further proliferating opportunities for aggregate marketing system efficiency (e.g. law of central markets, law of marketing specialists), thus fueling further aggregate economic growth (until limited by the law of diminishing returns, the law of the minimum resource or the law of market size). An empirically testable central hypothesis is derived from the propositions: increasing aggregate marketing system efficiency provides both the necessary and sufficient conditions for increasing aggregate economic growth in a society.
Originality/value
The value of developing a general theory of the marketing system is to advance the marketing discipline as a social science. Additionally, a general theory is likely to enhance academic thinking, improve business practice and facilitate interaction among academicians and practitioners. Further, a general theory could also reduce disciplinary fragmentation, avoid identity confusion and lessen the credibility crisis in marketing, among others.
... These market institutions served as centres not only for exchange of goods and services but also for social and cultural interaction where people met and shared information and practices that developed their culture. Market, according to Richard Bagozz [10] and Sheldby Hunt [11], can be defined as an organisation of exchange relationship of not only goods but also services, ideas, knowledge and practices of the society. They also noted that the exchange of goods was not the only activity that was practiced in the markets but also they exchanged their ideas, values, customs and principles of their community [12]. ...
... Similarly, Sujan and Bettman (1989) related Schema Theory in their study in order to determine that how consumer's brand and category perception is influenced by the brand positioning. In the same vein, (Hunt, 1971), while explaining the significance of marketing, used Schema theory and proposed that 'A theoretical schema is a systematically related set of statements, including some law like generalizations, that is empirically testable'. Bruhn et al. (2012) also used schema theory in their study for examining that how brand equity is affected by traditional and social media. ...
... The author makes several so-called theoretical statements; if, however, a theory represents a body of knowledge rather than untested generalizations, all that is left is a vacuum. Ifone attempts to apply the morphology of theory presented by Hunt ( 1971) to Dominguez's presentation, it quickly becomes apparent that the "new theory" does not meet the test. However, this may not be a completely legitimate test, as Hunt points out, since Dominguez prefaces his proposed structure with "Toward a New .... " The question then becomes one of ascertaining if the "function and effect" theory presented by the author is truly new. ...
... This "wind" has often propelled many scholars interested in explaining marketing channels and their main elements. In this regard, the concept of "marketing flow" (Hunt, 1971) is a meaningful traditional marketing notion that understands spatiality as connectivity. This suggests that marketing occurs not only as a single movement, but rather as a number of movementswhether in a series, parallel, reciprocal, or duplicativeand in the complex relations among individuals (Hunt, 1971, p. 65). ...
... The aim of this kind of epistemology is to reach rich and deep data by creating environments for subjects to express themselves thoroughly. Quantitative research, on the other hand, aims at producing law-like generalizations (Hunt, 1971) through observation and data collection methods. It is a positivistic approach that is mostly concerned with reaching results that can be replicated. ...
In recent decades, qualitative methods are being increasingly appreciated and embraced by academia due to their ability to reveal, explore and describe social phenomena that are not always conspicuous to researchers. This paper offers a comparative explanation of several qualitative techniques that can be employed in management and marketing studies by providing a comprehensive analysis of their strengths and weaknesses as well as their distinctive properties and uses. Two aspects of the following work render it both practical and unique. First, in addition to one of the most known qualitative methods, focus groups, approaches which are less frequently used such as cognitive mapping, verbal protocol and critical incidence are discussed thoroughly as well. Second, all of the methods discussed in this study are explained and contrasted in a tabular format based on their research scope and objectives, data collection and analysis methods, and reliability and validity issues. With this approach, the authors aim to provide a practical guideline to facilitate the qualitative research design for both academia and practitioners.
... Nesta mesma linha, muitos autores manifestaram as suas opiniões sobre o que é o Marketing (Kotler & Levy, 1969;Hunt, 1971;Bartels, 1974;Webster, 1988;Hunt, 1991 Acadêmicos e profissionais consideram que o Marketing não é apenas uma área funcional dentro de uma organização, mas também uma filosofia que deve permear todas as áreas da organização (Webster, 2005). Sendo assim, as atividades desenvolvidas pelo Marketing são amplas e podem assumir muitas formas. ...
Este estudo teve como objetivo avaliar a percepção dos estudantes dos cursos técnicos em Administração sobre o seu entendimento das atividades realizadas por um profissional de Marketing. O referencial teórico abrange conceitos sobre marketing, mix de marketing formado pelos 4 Ps (produto, preço, praça e promoção) e o ensino de marketing. No que se refere aos aspectos metodológicos, realizou-se um estudo de caráter descritivo e de natureza quantitativa, tendo como instrumento de coleta de dados um questionário aplicado a 476 alunos do Curso Técnico em Administração de vários campi do Instituto Federal do Espírito Santo. Foi possível verificar que todas as variáveis que pertencem aos 4 Ps foram assumidos pelos alunos como atividades de marketing. Na Análise Fatorial, constatou-se 7 fatores do agrupamento das variáveis que representam as atividades de marketing: Atividades de Produto, Atividades de Comunicação, Atividades de Mercado, Atividades de Distribuição, Atividades de Preço, Atividades de Promoção e Atividades de Imagem. Conclusivamente, este trabalho mostra o que os alunos compreendem a respeito da disciplina de Marketing, e que pode servir de base para alterações na forma de ensinar o marketing, aumentando a probabilidade dos alunos entenderem o mesmo e o praticarem adequadamente.
... As far as a general theory is concerned, it is controversial whether such an overall theory can be created. Referring to Shelby Hunt's [126,127] criteria of a general theory, Sheth et. al [3] in their overview of the evolution of marketing schools argue that such a master theory indeed can exist. ...
Discusses the nature and sometimes negative consequences of the dominating marketing paradigm of today, marketing mix management, and furthermore discusses how modern research into, for example, industrial marketing and services marketing as well as customer relationship economics shows that another approach to marketing is required. This development is supported by evolving trends in business, such as strategic partnerships, alliances and networks. Suggests relationship marketing, based on relationship building and management, as one emerging new marketing paradigm of the future. Concludes that the simplicity of the marketing mix paradigm, with its Four P model, has become a straitjacket, fostering toolbox thinking rather than an awareness that marketing is a multi‐faceted social process, and notes that marketing theory and customers are the victims of today′s mainstream marketing thinking. By using the notion of a marketing strategy continuum, discusses a number of consequences of a relationship‐type marketing strategy for the focus of marketing, pricing, quality management, internal marketing and intraorganizational development. Briefly comments on the possibility of developing a general marketing theory based on the relationship building and management approach.
... In empirical terms, he visited retail JHRM 6,3 establishments, spoke to their managements and drew from his work with retailers and salesmen as well with students he taught over the years 1909 and 1915 (Jones, 1987, p. 91). As was starting to be typical during this period, Nystrom invoked the ideal of a science of retailing – the definition of which echoes through history, sounding very much like that used by Buzzell (1963) and Hunt (1971) – based on the " organized, systematic treatment of the subject " (Jones, 1987, p. 92). Kavanagh's (2014) paper links to the discussion of the German Historical School presented above. ...
Purpose
– This paper aims to provide a history of a number of intellectual debates in marketing theory and consumer research. It outlines the key arguments involved, highlights the politics and acrimoniousness that often accompanied the competition for academic prestige or practitioner remuneration. It weaves the contents of the special issue into its narrative.
Design/methodology/approach
– This article engages in a broad historical survey of the history of marketing thought, as it pertains to intellectual debate and disputation.
Findings
– While scholars often articulate objectivity as an intellectual ideal, many of the debates that are explored reveal a degree of intellectual intolerance and this is refracted through the institutional system that structures marketing discourse.
Originality/value
– This account provides an introduction to the intellectual debates of the last century, highlighting the ebb and flow of marketing thought. It calls attention to debates that are largely under explored and highlights the politics of knowledge production in marketing and consumer research.
... As Baker (2008) and Hunt (2002) put it, marketing as a science has a "border planning problem" and the scope of marketing needs to be broadened to encompass the notion that almost all types of organizations use marketing processes. In addition, according to Bartels (1968), Baker (2000), and Hunt (1971), all respectable knowledge domains, including marketing, need to have a general all-encompassing theory that addresses all stakeholders, including marginalized ethnic groups. It is interesting to note that, according to Burton (2001: 723), this need for a general theory of marketing is raised more when the field is considered threatening to society and its values which is a state that the profession should not reach, but rather should be hedged against especially in light of published criticism. ...
The purpose of this chapter is to present a highlight of how Islam, and thereby Islamic marketing as an emerging research domain, fits within mainstream marketing thought given the marginalization of some ethnic groups and the calls for diversity therein. The chapter argues that the Islamic paradigm can integrate within marketing theory in light of the critical marketing discourse, whilst creating a "theistic science" that links to Islamic civilization and builds a bridge to the future of this science.
... InsertTable 1 CONCLUSIONS Every destination is unique and every classification will inevitably provoke discussions, protests, and controversies. However, classification is usually a critical step toward scientific investigation of a phenomenon and is often instrumental to theory development (Hunt, 1971). Different from past studies (Faulkner & Tideswell 1997, Buhalis, 2000 Lew & McKercher, 2002), this study adopted several demand-based variables and empirically construct a typology of American destinations at the city level. ...
... Bartels (1968) proposed "The general theory of marketing" in which he attempted to integrate seven sub-theories of marketing into a single composite general theory. This attempt was widely criticized (Hunt, 1971;Pinson et al., 1972;Hunt, 1973). To provide a stronger scientific foundation, Bartels (1970) next developed metatheoretic axioms for grounding a general theory. ...
Purpose
The purpose of this paper is to stimulate historical thinking in dealing with problems of marketing thought, by explaining the advantages of studying the history of a discipline's ideas; examining what has been included in prior histories; and evaluating the completeness of coverage in Tadajewski and Jones' (2008) The History of Marketing Thought .
Design/methodology/approach
This paper presents a comparative analysis based upon prior histories of marketing thought.
Findings
For teaching, with modest supplementation, The History of Marketing Thought provides a full appreciation of the intellectual heritage of marketing. For research purposes, The History of Marketing Thought does reasonably well in organizing concepts and theories into schools of marketing thought but less well in showing how these ideas can be organized across the readings to produce new knowledge.
Practical implications
There were some important omissions in the collection. Marketing's leading thinker was largely neglected and many significant problems for marketing thought are overlooked. There was no discussion of methodological issues and minimal editorial commentary connected the parts and sections to provide a research thrust to the work. Consequently, it is recommended that another volume or two be added to this set.
Originality/value
The educational value of this work is in transmitting the knowledge base of the discipline from one generation of marketing scholars to the next. It is only after the ideas developed by earlier marketing thinkers are fully understood that innovative theories can be constructed and new knowledge created.
... Extending this further, Hunt (1971) depicts marketing theory, citing Rudner, in terms of 'systematically related sets of statements, including some law-like generalizations, that . . . [are] empirically testable ' (1971: 65). ...
This paper examines the treatment of paradigm incommensurability in marketing theory. It is not the first to tackle the issue, although I will argue that existing attempts to negotiate the incommensurability thesis fail on their misunderstanding of Kuhn's work. I then highlight Kuhn's own shifting position regarding the incommensurability thesis. Despite Kuhn's proposal that incommensurability can be overcome, such a strategy would be risky in an environment where cognitive bias indicates a continued subscription to logical empiricism and behavioural scientific modes of inquiry.
... As far as a general theory is concerned, it is controversial whether such an overall theory can be created. Referring to Shelby Hunt's [126,127] criteria of a general theory, Sheth et. al [3] in their overview of the evolution of marketing schools argue that such a master theory indeed can exist. ...
Discusses the nature and sometimes negative consequences of the dominating marketing paradigm of today, marketing mix management, and furthermore discusses how modern research into, for example, industrial marketing and services marketing as well as customer relationship economics shows that another approach to marketing is required. This development is supported by evolving trends in business, such as strategic partnerships, alliances and networks. Suggests relationship marketing, based on relationship building and management, as one emerging new marketing paradigm of the future. Concludes that the simplicity of the marketing mix paradigm, with its Four P model, has become a strait-jacket, fostering toolbox thinking rather than an awareness that marketing is a multi-faceted social process, and notes that marketing theory and customers are the victims of today’s mainstream marketing thinking.
... Another debate relates to the issue of theory. In earlier years, one issue was whether a " general theory of marketing " was possible, like the Grand Unified Theory contemporary physicists are striving for, or Keynes's GT of Employment, Interest and Money (e.g., Alderson and Cox 1948; Bartels 1968; Hunt 1971). Later, discussions turned toward a controversy of whether marketing should employ behavioural theories, exemplified in the quotation " Marketing studies those factors which economics assumes away " (Enis 1982, p. 26), or turn its attention to economic theories instead or additionally (e.g., Horsky and Sen 1980; Moorthy 1993). ...
Purpose
– This article seeks to provide an empirical identification of groups of marketing scholars who share common beliefs about the role of science and the logic of scientific discovery.
Design/methodology/approach
– Topology is used representing network quantization to identify empirically classes of marketing researchers within a representative sample of marketing professors.
Findings
– Six distinct classes of marketing scholars were found. They differ with regard to popularity (size) and productivity (levels of publication output). Comparing the sub‐samples of German‐speaking and US respondents shows cross‐cultural differences.
Originality/value
– The study enhances understanding of the current scientific orientation(s) of marketing. It may help to motivate marketing scholars to ponder on their own positions and assist them in judging where they may belong. Future comparisons over time would give an indication about the future of the academic discipline of marketing.
The declining number of conceptual articles, particularly in psychology and marketing (P&M), represents a key concern for the continued advancement of the body of knowledge. Proposition‐based works, a key conceptual article subtype, offer theoretical propositions that introduce new concepts and theorize regarding their specific theoretical associations. However, relatively few guidelines for the preparation of these articles exist, leaving scholars in the dark regarding their development. Addressing this gap, we propose a framework summarizing the development of proposition‐based research, offering a step‐by‐step guide to craft these contributions. The framework identifies the (1) key role of topic (e.g., a focal P&M concept) problematization and motivation, which may be an existing but under‐explored or a new‐to‐P&M topic, and (2) application of a broader (e.g., meso‐ or macro‐foundational) theory to frame the topic, which should exhibit a level of fit with one another. The framework also suggests that the chosen topic and theory co‐infuse the development of the model and propositions, for which we provide relevant guidelines. We link this theoretical co‐infusion process to prior intra‐proposition recommendations (i.e., propositional clarity, consistency, conciseness, and contribution), which are supplemented with the proposed inter‐proposition guidelines of propositional conceptual distinctiveness, comprehensiveness, and coherence.
Unorganized retail dominates the retail landscape across emerging markets (EMs) and is undergoing rapid digitalization. However, the extant literature has not explored the impact of digital payment system adoption on unorganized retailer (UR) performance. By conducting three related studies and relying on the tenets of the resource-based view of firms, we show that digital payment technologies’ adoption increases economic performance (i.e., revenue) for a sample of 403 EM URs. This effect is enhanced by such retailers’ prioritization of technological investments and attenuated by their credit facilities. We find that card-based and app-based technologies positively impact UR performance. URs can maximize their performance by adopting two technologies, and there is a synergistic effect between card-based and account-based technologies. On average, adoption increases a UR’s economic performance by 9.6%. We present a nuanced understanding of whether, how much, and which digital payment technologies should be adopted by EM URs.
This article (1) explores the nature and origins of “high impact” (i.e., highly cited) articles in marketing, (2) argues that a major factor is that highly cited articles frequently are the result of their authors’ executing time-consuming, research programs, rather than simply working on individual articles that appear to be immediately publishable, (3) develops a “six-stage model” of programmatic research, and (4) illustrates the six-stage model by means of the author’s “marketing theory” research program.
The purpose of this chapter is to present a highlight of how Islam, and thereby Islamic marketing as an emerging research domain, fits within mainstream marketing thought given the marginalization of some ethnic groups and the calls for diversity therein. The chapter argues that the Islamic paradigm can integrate within marketing theory in light of the critical marketing discourse, whilst creating a “theistic science” that links to Islamic civilization and builds a bridge to the future of this science.
Over the years, marketing scholars have voiced concerns regarding the dearth of indigenous theory development in marketing, reliance on theories developed in other disciplines, and the downward trend in conceptual articles published in marketing journals. Advancing marketing theory encompasses developing organic marketing theories, refining and extending theories developed in other disciplines used to explain and predict marketing phenomena, evaluating theories currently in vogue in the field and discarding flawed theories, and developing overarching theories that in addition to explaining marketing phenomena also explain a broader range of phenomena that transcend disciplinary boundaries. Along the lines of the demonstrated potential of theories developed in other disciplines to shed light into marketing phenomena, the potential of organic marketing theories to shed light into phenomena that are the focus of research in other disciplines also merit exploration. Against this backdrop, drawing on theory insights from marketing literature and other disciplines, this commentary focuses on issues relating to development of new theories, extensions and revisions of theories in vogue, and discarding of flawed theories.
Children are seen as vulnerable consumers, yet little research has considered why they are more vulnerable than adults in an online context. This conceptual article uses an ecological paradigm (Bronfenbrenner 1977) to explore the underlying mechanisms that bring about vulnerability for children in general and specifically when interacting with online marketer created material. It does this by using the definition of a vulnerable consumer outlined by Baker, Gentry and Rittenburg (2005) to focus on how marketing influence creates power imbalance, hinders consumption goals, and affects personal and social perceptions of self, leading children to be vulnerable consumers in online contexts. A social ecological conceptual framework is presented that demonstrates the interdependence of children's vulnerability with the social structure of their environments. Finally, in discussing how marketers are ultimately the agents in control of creating a fair marketplace for children online, policy implications are given.
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Readers concerned with marketing theory will find this examination of a previously published critique of “The General Theory of Marketing” of interest.
The author questions recent research suggesting that direct measures of cognitive dissonance actually measure chronic anxiety. He proposes that the tendency to experience dissonance may be a personality variable that is a specific form of chronic anxiety.
This article, by presenting a succession of images, proposes a retrospective look at the development of the field that studies consumption behaviour in the administrative sciences, managerial practices, and consumerism. These images or metaphors report on this re-reading exercise of the field's history More precisely, the presented reflection attempts to meet three objectives: (a) to propose a dynamic analysis of the chronological evolution of the field; (b) to produce a synthesis based on the rereading, according to the three above perspectives, respectively; (c) to contribute to the recognition of the diverse nature of the contemporary development of the field of marketing, from a pluralistic perspective.
This dissertation rethinks one of the most exciting socio-economic phenomena of the emerging 21st century: the concept and reality of marketing. Since 1946, marketing scholars have been trying to capture the field with a comprehensive general theory as a consistent framework of analysis. This study advances this ongoing project by theorizing and defining marketing as a unique form of social system. To conceptually and coherently define, situate, and legitimate marketing as an organizational function, research domain, and linguistic expression, the thesis chose Luhmannian social systems theory as the key conceptual framework. The approach enabled an inquiry into the reasons for society to develop and proliferate marketing systems and unveiled their basal operations, codes, programs, and structures. The study rigorously employed historical and hermeneutical content analysis as well as rhetorical methods. Data was derived from five sources; extensive literature research, an interview-study with 5 lead ng global companies, a content analysis of 500 marketing job descriptions, 51 consumer interviews, and a qualitative study on brand systems. Findings unveil marketing as a social system that communicates through and about brands to influence observers' preferences on behalf of a host system. Preferences are ephemeral orders of desires that refer to observers' budgets of money, time, or attention. A brand is defined as a form in the medium of brands that is manifested in the dimensions of output, value, access, and marking. Brand systems are conceptualized as social systems that embed brand-related communications and enrich, for an observer, the brand with meaning. The primary code of all marketing systems is "preference/no preference towards a brand." A secondary constituting code of marketing systems is adopted from the particular host system, for instance, "payment/no payment" if the host is an economic organization or "truth/no truth" in a science context. The basal operation which marketing systems utilize to induce preferences is brandrelated communication. It comprises communication through brands in the medium of money, and communication about brands in the medium of meaning. As budgets are spent, preferences are manifested, e.g., in payments for brands and acceptance of brand systems. For the first time in marketing history, this thesis consistently defines the boundaries, codes, and basal operations of marketing systems, structures marketing theories in a coherent framework, and provides researchers with a macro-level mode of observation, the marketing systems analysis. © Deutscher Universitats-Verlag I GWV Fachverlage GmbH, Wiesbaden 2006.
The article focuses on organization research and the contingency theory, which recognizes the situational aspect of successful management. The General Contingency Theory developed by Fred Luthans and Todd I. Stewart suggests that interaction of environmental and resource variables produce situational variables and the variables for performance criteria are the outcome of action between environmental and management variables. According to research by Hubert M. Blalock Jr., a theoretical structure requires classification of variables, definition of the relationship among variables, conceptual schemes, and lawlike propositions. System performance and dual contingency are mentioned.
This article, by presenting a succession of images, proposes a retrospective look at the development of the field that studies consumption behaviour in the administrative sciences, managerial practices, and consumerism. These images or metaphors report on this re‐reading exercise of the field's history. More precisely, the presented reflection attempts to meet three objectives: (a) to propose a dynamic analysis of the chronological evolution of the field; (b) to produce a synthesis based on the rereading, according to the three above perspectives, respectively; (c) to contribute to the recognition of the diverse nature of the contemporary development of the field of marketing, from a pluralistic perspective.
Résumé
Cet article, sous la forme de l'exposition d'une succession d'images, propose un regard rétrospectif sur le développement du domaine de l'étude des comportements de consommation en sciences de l'administration, des pratiques managériales liées et du consumérisme. Ces images ou métaphores rendent compte de cet exercice de relecture de l'histoire du domaine. De façon plus particulière, la réflexion présentée se propose de répondre à trois objectifs principaux: (a) proposer une analyse dynamique de l'évolution chronologique du domaine, (b) dégager une synthèse à partir de la relecture faite, respectivement, selon les trois perspectives précédentes, (c) contribuer à la reconnaissance du caractère divers et multiple du développement contemporain du champ du marketing dans une optique pluraliste.
Using citation count data we examined the impact on the discipline of a number of articles dealing with marketing history, thought, and theory. This examination was made on a decade-by-decade basis from the 1950s through the 1990s. Articles commonly regarded as ‘classics’ generally fared well in attracting citations, and often maintained good track records over time. But this was not always the case; some articles that one might expect to be well cited were not. Articles focusing explicitly on historical research in marketing revealed citation counts comparable with many of the other works published on marketing thought and theory.
“Marketing Theory: A Current Status Report” presents the findings of a study conducted among a select group of marketing though leaders. This study explored their attitudes regarding the present state of marketing theory and particularly their views regarding the need for a general theory of marketing. Further, the question of whether academicians and practitioners have differing views concerning the need for theory is examined, as is the question of the importance of practicality in research.
Quantum well (QW) states and oscillatory interlayer coupling in Co∕Cu∕Fe∕Co∕Cu(001) are investigated by angular resolved photoemission spectroscopy and x-ray magnetic linear dichroism. We find that the QW states in Cu∕Fe∕Co∕Cu(001) depend very little on the magnetic state of the fcc Fe films. The interlayer coupling between the Co films across the Cu∕Fe spacer layer displays a checkerboard pattern in Fe-Cu thickness plane. The presence of the fcc Fe ferromagnetic live layer at the Cu∕Fe interface is shown to be responsible for the checkerboard pattern, which was confirmed by experiments on Co∕Cu∕Co∕Cu∕Co∕Cu(100) system.
Robert Bartels was one of marketing’s most prolific scholars. His research covered a broad array of marketing topics, including the marketing-as-a-science debate, theory, metatheory, the nature and scope of marketing, credit management, international marketing, comparative marketing, macromarketing, and marketing education, among others. Bartels’s most significant and enduring contribution, however, was his fifty years of ongoing research, from dissertation to last publication, in the area with which his name became synonymous—The History of Marketing Thought. Although not without criticism, no other work provides such a long view of marketing’s past and wide sweep of its subdisciplines. By tracing the history of marketing thought in the twentieth-century American academy, Bartels nurtured the interest in marketing’s heritage and established a common knowledge base for generations of marketing students.
The extension of the concept of marketing is critically examined.
While the trend towards the broader application of marketing thought and
practice has not been strongly and effectively challenged, many
marketing researchers, teachers and managers are perplexed at the
attempt to make marketing universally relevant by equating it with
“human exchange relationships” at large. The author
challenges the emerging exchange paradigm of marketing and concludes
that the concept of marketing as a process of matching – of
aligning the relationships between organisations and/or individuals
– may provide a more coherent framework for any extended concept
of the marketing function and marketing oriented management.
The Legends in Marketing series presents compilations of the seminal works of marketing scholars who have made significant contributions to the discipline of marketing. This review discusses the structure and contents of the volumes that comprise Legends in Marketing: Shelby D. Hunt (Sage, forthcoming).
Purpose – Philip Kotler is one of the pioneers who has contributed to the broadening of academic inquiry in the field of marketing. He has had a significant role in shaping how marketing is taught to and practised by students and managers of marketing. By examining the personal and macroenvironmental influences that have come to shape his work, this paper seeks to explore how Philip Kotler has achieved such influence in the field of marketing. Design/methodology/approach – The research was driven by a desire to understand the context in which Kotler developed his work, including the personal influences on his life as well as the macroenvironmental forces within which his work has emerged. To this end, the reseaerch employed qualitative techniques to analyze a number of data sources including depth interviews with Philip Kotler and nine of his colleagues, participant observation at Kotler's 75th birthday celebration hosted by the Kellogg School, a review of marketing textbooks, and a review of relevant literature. Findings – The research reveals the keys to Philip Kotler's success are his ability to learn from the people around him and the events of the times, and his ability to integrate this knowledge into succinct, well-communicated, timely lessons for others to follow. Kotler's work emerged within a period of time that has witnessed a thrust towards marketing as a science and the rise of the managerial school of thought. Given this context, the significance of Kotler's work is that it has contributed to the legitimacy of the field of marketing as both a rigorous academic discipline and a managerial domain of strategic importance within organizations. Practical implications – Gaining an understanding of Philip Kotler and his work contributes to our understanding of how the marketing field has been shaped, including the kinds of academic inquiry marketers deem legitimate and the nature of how we teach students to practice marketing management. Originality/value – Little attention has been paid to the factors that have influenced the work of Philip Kotler and how he has, in turn, come to shape the field of marketing. This research allows the reader to see the man behind the work and the influences on his thinking.
There has been considerable interest of late among nonprofit practitioners in market orientation and the extent to which its adoption might be linked to enhanced organisational performance. Preliminary studies have typically employed instruments such as MARKOR to measure market orientation in this setting and found tentative support for the existence of such a link. In this paper it will be argued that these approaches are fundamentally flawed. The market orientation construct represents the operationalisation of the marketing concept in the for-profit sector. Since the concept is defined differently by nonprofit academics and practitioners there is a need to develop a new measure of its operationalisation specifically in this context. A review of the literature suggests that this might best be termed societal orientation. Copyright © 2001 Henry Stewart Publications
This article examines the attitudes of 40 opinion leaders in marketing toward theory in consumer behavior. These individuals
exhibited favorable attitudes toward theory in marketing in general. More favorable perceptions of the value of the contributions
of theory to consumer behavior existed than for promotion and channels of distribution. In comparison to eight other areas
of marketing, the consumer behavior area was perceived as having made the greatest past contribution to marketing thought
and the one most likely to make worthwhile future contributions. The sample believed that much future effort was needed in
progressing toward a general theory of consumer behavior and that such effort would indeed be forthcoming.
Wroe Alderson is one of three marketers to attempt a general theory of marketing. Substantial controversy exists concerning
this general theory, partially because few understand Alderson and his work. The authors attempt to clarify Alderson’s work
by “formalizing” his theory.
Despite its pedagogical predominance during the last four decades, marketing scholars increasingly doubt the value of the 4Ps schema. As a prelude to a precursory structural framework for marketing management, criticisms and previously proposed modifications of the 4Ps are reviewed. Next, the basic premise of Hunt's four explananda of marketing theory—that exchange is the core concept of marketing—is made uncertain by evidence culled from multiple sources. If true, then circumscribing the domain of marketing management from an exchange focus may be problematic. To address this concern and previous criticisms, an alternative structural framework, grounded in a set of basic questions important to marketing practitioners and scholars, is proposed. By outlining a unifying framework for marketing management practice, pedagogy, and theory development, this question set may spur efforts that help dissipate the continuing academician–practitioner miasma.
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