Endogeneity and marketing strategy research: an overview

Oliver J. Rutz () and George F. Watson ()
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Oliver J. Rutz: University of Washington, Michael G. Foster School of Business
George F. Watson: Portland State University, The School of Business

Journal of the Academy of Marketing Science, 2019, vol. 47, issue 3, No 6, 479-498

Abstract: Abstract Endogeneity in empirical marketing research is an increasingly discussed topic in academic research. Mentions of endogeneity and related procedures to correct for it have risen 5x across the field’s top journals in the past 20 years, but represent an overall small portion of extant research. Yet there is often substantial difficulty in reconciling issues of endogeneity with many of the substantive questions of interest to marketing strategy for both theoretical and/or practical reasons. This paper provides an overview of main causes of endogeneity, approaches to addressing it, and guidance to marketing strategy researchers to balance these issues as the field continues to move towards more methodological sophistication, potentially at the expense of managerial tractability.

Keywords: Marketing strategy; Endogeneity; Research methods; Review paper (search for similar items in EconPapers)
Date: 2019
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Citations: View citations in EconPapers (59)

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DOI: 10.1007/s11747-019-00630-4

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