Conducting field-based, discovery-oriented research: lessons from our market orientation research experience

Bernard J. Jaworski () and Ajay K. Kohli ()
Additional contact information
Bernard J. Jaworski: Claremont Graduate University
Ajay K. Kohli: Georgia Institute of Technology, Scheller College of Business

AMS Review, 2017, vol. 7, issue 1, No 2, 4-12

Abstract: Abstract The purpose of this article is to surface lessons we learned in course of doing our article on market orientation (Kohli and Jaworski Journal of Marketing, 54, 1-18 1990). These lessons are intended to provide specific guidance for scholars – particularly PhD students and junior faculty – interested in developing new constructs and theories related to them. We organize the lessons into four sections that reflect the end-to-end research process. Specifically, the paper is organized around issues relating to: (a) choosing whether and what to study, (b) with whom to study it, (c) doing the research, and (d) crafting the findings. For each section, we identify one or more lessons or principles that we believe generalize to a broader research context. We conclude with a set of ideas for future research on market orientation, especially those that could benefit from field-based studies.

Keywords: Market orientation; Field work (search for similar items in EconPapers)
Date: 2017
References: View complete reference list from CitEc
Citations: View citations in EconPapers (26)

Downloads: (external link)
http://link.springer.com/10.1007/s13162-017-0088-5 Abstract (text/html)
Access to the full text of the articles in this series is restricted.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:amsrev:v:7:y:2017:i:1:d:10.1007_s13162-017-0088-5

Ordering information: This journal article can be ordered from
http://www.springer. ... gement/journal/13162

DOI: 10.1007/s13162-017-0088-5

Access Statistics for this article

AMS Review is currently edited by Manjit S. Yadav

More articles in AMS Review from Springer, Academy of Marketing Science
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().