Developing and renewing marketing as a scientific discipline through reflexive cocreation
نویسندگان
چکیده
Abstract Shelby V. Hunt was long interested in codifying and parameterizing the marketing discipline with a distinctive focus on principles of making scientific claims. In their article, et al., (2022, this issue) present concerns about scholarly status marketing, highlighting loss central, mainstream research focus. However, we think real challenges are different than those that worry authors. Marketing as evolves by adapting from contributing to theories, concepts, methods related fields. Thus, claim potential lies diversity intertwined divergent streams, such service-dominant logic consumer culture theory. We propose cocreational approach questions foundational assumptions purely managerial orientation, is more likely produce renewal scholarship provide solutions wicked social problems single reductive theoretical approach.
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ژورنال
عنوان ژورنال: AMS review
سال: 2022
ISSN: ['1869-814X', '1869-8182']
DOI: https://doi.org/10.1007/s13162-022-00244-0