Continuing the manifesto conversation: Toward building a renewal capability for the marketing discipline

Sreedhar Madhavaram () and Hunter N. Hatfield ()
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Sreedhar Madhavaram: Rawls College of Business, Texas Tech University
Hunter N. Hatfield: Rawls College of Business, Texas Tech University

AMS Review, 2022, vol. 12, issue 3, No 9, 188-195

Abstract: Abstract The six commentaries on Hunt, Madhavaram, and Hatfield (hereafter, HMH, AMS Review, 2022, in this issue) and “the manifesto conversation” (hereafter, TMC) deeply reflected on HMH and TMC; assessed, among other things, the value of borrowed theories, doctoral programs, fragmentation, indigenous theory development, mainstream central focus, middle-range theories, and stakeholder relevance/engagement; and provided further foundations and put forward several opportunities for continuing TMC toward renewing the marketing discipline. In response, we develop a new conceptualization for renewal capability, and elaborate that renewal capability building (for the marketing discipline) entails policies, activities, and decisions for bringing together human (e.g., its scholars and stakeholders) and institutional resources (e.g., its journals and professional associations) to produce proactive and reactive innovations (for the marketing discipline). Overall, HMH, TMC, the six commentaries, and this response cumulatively provide foundations for continuing the TMC toward building a robust renewal capability for the marketing discipline.

Keywords: Marketing discipline; Marketing history; Central focus; Marketing's stakeholders; Marketing theory; Marketing manifesto; Renewal capability; Renewal capability building (search for similar items in EconPapers)
Date: 2022
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DOI: 10.1007/s13162-022-00248-w

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