A recent publication in the Journal of Marketing by academics from TU Dortmund University and RWTH Aachen University has sparked a conversation about the trajectory of marketing knowledge. The article, titled “Conceptual Contributions in Marketing Scholarship: Patterns, Mechanisms, and Rebalancing Options,” authored by Bastian Kindermann, Daniel Wentzel, David Antons, and Torsten-Oliver Salge, delves into the evolution of marketing knowledge contributions over the last few decades and proposes a shift towards more impactful, broad-spectrum theories.

The discourse around the stagnation of theoretical progress in marketing research has been lively. Critics focus on the fragmentation of knowledge, the diminishing practical impact, a trend towards unnecessary complexity, and the overlooking of indigenous theories. These critiques highlight significant issues but fail to unravel the perceived stagnation’s complexities fully.

Through a comprehensive analysis spanning 32 years, the authors offer a nuanced perspective on the evolution of knowledge contributions within marketing research. Their findings reveal a dual trend: while there’s an increasing emphasis on identifying new phenomena and solving specific problems, there’s a noticeable decline in efforts to develop overarching theories and initiate critical discussions. According to Kindermann and his team, this imbalance may hinder the field’s ability to address intricate marketing challenges effectively.

To delve deeper into these trends, the research team conducted extensive interviews with 48 leading figures in the marketing field, including journal editors and department heads. The insights from these interviews shed light on the prevailing thought patterns in marketing scholarship and the inclination to sideline ideas that don’t conform to specific criteria of novelty, clarity, and quantifiability. Antons points out that the issue isn’t a lack of innovative ideas but rather a narrow focus on exploring specific ideas, limiting the field’s potential to challenge and evolve existing knowledge.

The article also outlines several strategies for broadening the scope of marketing research to serve better the needs of practitioners facing contemporary challenges:

– Rethinking doctoral training programs to enhance critical thinking and theoretical skills necessary for engaging in meaningful debates.

– Adjust editorial policies and encourage the publication of research that aims to provide comprehensive insights and theories.

– Promoting interdisciplinary collaboration, starting from the doctoral training level and extending to joint research and publication efforts.

– Enhancing engagement between scholars and practitioners, including consumer activists and policymakers, to foster a deeper understanding of real-world marketing problems and develop relevant and impactful research.

The need for a collective effort to revitalize marketing research is clear. The study underscores that while the field lacks theoretical exploration, there has been a significant shift towards certain types of contributions, impacting the overall development of marketing knowledge and its citation impact. The marketing research community can achieve greater relevance and impact by embracing broader, more critical frameworks and fostering collaboration across disciplines and with practitioners.

This call to action is not just for scholars but extends to practitioners, consumer activists, and policymakers, encouraging them to be open to collaborations with research institutions. Such partnerships, especially those that are long-term, allow for a more profound exchange of ideas and can yield substantial benefits, both financially and in terms of knowledge advancement. It highlights the reciprocal value of closer cooperation between the academic and practical realms of marketing.

More information: Bastian Kindermann et al, Conceptual Contributions in Marketing Scholarship: Patterns, Mechanisms, and Rebalancing Options, Journal of Marketing. DOI: 10.1177/00222429231196122

Journal information: Journal of Marketing Provided by American Marketing Association