First steps to creating high impact theory in marketing

Research output: Contribution to journalComment/debatepeer-review


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.

Original languageEnglish (US)
Pages (from-to)172-178
Number of pages7
JournalAMS Review
Issue number3-4
StatePublished - Dec 2020


  • Ecosystem
  • Impact
  • Marketing theory
  • Research priorities
  • Responsible research
  • Stakeholders

ASJC Scopus subject areas

  • Marketing

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