TY - JOUR
T1 - Developing and renewing marketing as a scientific discipline through reflexive cocreation
AU - Helkkula, Anu
AU - Arnould, Eric
N1 - Publisher Copyright:
© 2022, The Author(s).
PY - 2022/12/10
Y1 - 2022/12/10
N2 - Shelby V. Hunt was long interested in codifying and parameterizing the marketing discipline with a distinctive focus on the principles of making scientific claims. In their article, Hunt et al., (2022, in this issue) present their concerns about the scholarly status of marketing, highlighting the loss of a central, mainstream research focus. However, we think the real challenges are different than those that worry the authors. Marketing as a scientific discipline evolves by adapting from and contributing to theories, concepts, and methods in related research fields. Thus, we claim that the potential of marketing discipline lies in the diversity of intertwined and divergent research streams, such as service-dominant logic and consumer culture theory. We propose that a cocreational approach that questions foundational assumptions and a purely managerial orientation, is more likely to produce a renewal of marketing scholarship and provide solutions to wicked social problems than a single reductive theoretical approach.
AB - Shelby V. Hunt was long interested in codifying and parameterizing the marketing discipline with a distinctive focus on the principles of making scientific claims. In their article, Hunt et al., (2022, in this issue) present their concerns about the scholarly status of marketing, highlighting the loss of a central, mainstream research focus. However, we think the real challenges are different than those that worry the authors. Marketing as a scientific discipline evolves by adapting from and contributing to theories, concepts, and methods in related research fields. Thus, we claim that the potential of marketing discipline lies in the diversity of intertwined and divergent research streams, such as service-dominant logic and consumer culture theory. We propose that a cocreational approach that questions foundational assumptions and a purely managerial orientation, is more likely to produce a renewal of marketing scholarship and provide solutions to wicked social problems than a single reductive theoretical approach.
KW - Business, Markets and Societal Dynamics
KW - marketing discipline
KW - marketing theory
KW - Customers and Relations
KW - Marketing Effectiveness and Profitability
KW - Marketing Logics and Strategizing
KW - service-dominant logic
KW - Consumer culture theory
KW - Services Marketing and Philosophy
KW - philosophy of science
KW - cocreation of value
KW - 512 Business and Management
KW - marketing theory
KW - philosophy of science
KW - cocreation
KW - value
KW - S-d logic
KW - consumer culture theory
UR - http://www.scopus.com/inward/record.url?scp=85143583521&partnerID=8YFLogxK
U2 - 10.1007/s13162-022-00244-0
DO - 10.1007/s13162-022-00244-0
M3 - Article
JO - AMS Review
JF - AMS Review
SN - 1869-814X
ER -