The Study of Important Marketing Issues: Reflections

Stefan Stremersch

International Journal of Research in Marketing, 2021, vol. 38, issue 1, 12-17

Abstract: This paper details how marketing scholars can address important marketing issues. It starts by clearly distinguishing importance from relevance and, on that basis, discerns four types of research projects: (1) thought leadership; (2) science leadership; (3) applied science; and (4) puzzling science. It proposes to funnel more resources from applied and puzzling science to thought leadership and to sustain science leadership. To do so, it offers a research funnel (awareness-consideration-choice-execution) and how ability and motivation throughout the funnel guide a scholar towards more important research. It offers three key takeaways on how to achieve more important research: (1) socialize with practice; (2) embrace residual ambiguity; and (3) do not get bored or boring from hyperspecialization.

Keywords: Academic research; Impact; Marketing academia; Marketing science; Marketing thought; Marketing domain (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (3)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:ijrema:v:38:y:2021:i:1:p:12-17

DOI: 10.1016/j.ijresmar.2020.09.009

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