Morgan, NA, Whitler, KA, Feng, H et al. (1 more author) (2019) Research in marketing strategy. Journal of the Academy of Marketing Science, 47 (1). pp. 4-29. ISSN 0092-0703
Abstract
Marketing strategy is a construct that lies at the conceptual heart of the field of strategic marketing and is central to the practice of marketing. It is also the area within which many of the most pressing current challenges identified by marketers and CMOs arise. We develop a new conceptualization of the domain and sub-domains of marketing strategy and use this lens to assess the current state of marketing strategy research by examining the papers in the six most influential marketing journals over the period 1999 through 2017. We uncover important challenges to marketing strategy research—not least the increasingly limited number and focus of studies, and the declining use of both theory and primary research designs. However, we also uncover numerous opportunities for developing important and highly relevant new marketing strategy knowledge—the number and importance of unanswered marketing strategy questions and opportunities to impact practice has arguably never been greater. To guide such research, we develop a new research agenda that provides opportunities for researchers to develop new theory, establish clear relevance, and contribute to improving practice.
Metadata
Item Type: | Article |
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Authors/Creators: |
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Copyright, Publisher and Additional Information: | © Academy of Marketing Science 2018. This is a post-peer-review, pre-copyedit version of an article published in Journal of the Academy of Marketing Science. The final authenticated version is available online at: https://doi.org/10.1007/s11747-018-0598-1. |
Keywords: | Marketing strategy; Strategic marketing; CMO marketing challenges; Research design Review |
Dates: |
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Institution: | The University of Leeds |
Academic Units: | The University of Leeds > Faculty of Business (Leeds) > Marketing Division (LUBS) |
Depositing User: | Symplectic Publications |
Date Deposited: | 24 Sep 2018 12:44 |
Last Modified: | 18 Aug 2019 00:40 |
Status: | Published |
Publisher: | Springer US |
Identification Number: | 10.1007/s11747-018-0598-1 |
Open Archives Initiative ID (OAI ID): | oai:eprints.whiterose.ac.uk:136066 |