First steps to creating high impact theory in marketing

Ruth N. Bolton

doi:10.1007/s13162-020-00181-w

First steps to creating high impact theory in marketing

Ruth N. Bolton

Marketing

Research output: Contribution to journal › Comment/debate › peer-review

14 Scopus citations

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.

Original language	English (US)
Pages (from-to)	172-178
Number of pages	7
Journal	AMS Review
Volume	10
Issue number	3-4
DOIs	https://doi.org/10.1007/s13162-020-00181-w
State	Published - Dec 2020

Keywords

Ecosystem
Impact
Marketing theory
Research priorities
Responsible research
Stakeholders

ASJC Scopus subject areas

Marketing

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10.1007/s13162-020-00181-w

Cite this

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title = "First steps to creating high impact theory in marketing",

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 = "Ecosystem, Impact, Marketing theory, Research priorities, Responsible research, Stakeholders",

author = "Bolton, {Ruth N.}",

note = "Publisher Copyright: {\textcopyright} 2020, Academy of Marketing Science.",

year = "2020",

month = dec,

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AB - 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.

KW - Ecosystem

KW - Impact

KW - Marketing theory

KW - Research priorities

KW - Responsible research

KW - Stakeholders

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JF - AMS Review

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First steps to creating high impact theory in marketing

Abstract

Keywords

ASJC Scopus subject areas

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