First steps to creating high impact theory in marketing
Ruth Bolton ()
AMS Review, 2020, vol. 10, issue 3, No 4, 172-178
Abstract The business research ecosystem can be transformed by responsible research principles. This commentary offers concrete guidance for developing high impact theory; it provides a tool to assess research benefits and identify participating stakeholders. It also calls for improving doctoral training, countering risk aversion in research topic selection, re-aligning faculty incentives, and leveraging academic institutions.
Keywords: Responsible research; Marketing theory; Stakeholders; Impact; Ecosystem; Research priorities (search for similar items in EconPapers)
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