The nature and origins of impactful research in marketing

Shelby D. Hunt

Journal of Global Scholars of Marketing Science, 2021, vol. 31, issue 2, 130-141

Abstract: 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.

Date: 2021
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DOI: 10.1080/21639159.2020.1785915

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