Transitioning to New Paradigms for Societally Impactful Research: Recommendations from the TCR Impact Task Force and an Agenda

IF 5.1 3区管理学 Q1 BUSINESS

Journal of Public Policy & Marketing Pub Date : 2024-07-01 DOI:10.1177/07439156241246274

J. Ozanne, Brennan Davis, Christopher P. Blocker, Benét DeBerry-Spence, Rebecca Ballenger Gann

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引用次数: 4

Abstract

Marketing scholars increasingly aim to research social and policy problems to create and implement solutions with relevant stakeholders that drive societal impact. In 2022, Transformative Consumer Research and the American Marketing Association sponsored the first TCR-AMA Impact Festival, celebrating societally impactful research in marketing. Results and reflections from the conference point to successes and significant challenges facing scholars who seek to do research with societal impact. A TCR Impact Task Force of leading marketing and consumer scholars was surveyed in a two-stage Delphi study to understand these opportunities and obstacles more deeply and prioritize next steps for the academic community. The results provide an agenda for transformative consumer and marketing research. This agenda provokes fresh thinking for paradigm-level changes by advocating new research validities, methods of stakeholder engagement, initiatives for developing researchers’ capacities, and more substantial institutional support to accelerate the success of impactful academic research.

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向具有社会影响力的研究新范式过渡：TCR 影响力工作组的建议和议程

市场营销学者越来越多地致力于研究社会和政策问题，与相关利益方一起创造和实施解决方案，从而推动社会影响。2022 年，Transformative Consumer Research 和美国市场营销协会主办了首届 TCR-AMA 影响节，庆祝市场营销领域具有社会影响力的研究。会议的成果和反思指出了学者们在寻求具有社会影响力的研究时所取得的成功和面临的重大挑战。为了更深入地了解这些机遇和障碍，并为学术界的下一步工作排定优先顺序，TCR 影响力工作组对市场营销和消费者领域的顶尖学者进行了两阶段的德尔菲研究调查。研究结果为变革性消费者和营销研究提供了一个议程。该议程倡导新的研究有效性、利益相关者参与的方法、发展研究人员能力的举措，以及更多的机构支持，以加速有影响力的学术研究取得成功，从而引发对范式变革的新思考。

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来源期刊

Journal of Public Policy & Marketing BUSINESS-

CiteScore

10.20

自引率

15.40%

发文量

期刊介绍： Journal of Public Policy & Marketing welcomes manuscripts from diverse disciplines to offer a range of perspectives. We encourage submissions from individuals with varied backgrounds, such as marketing, communications, economics, consumer affairs, law, public policy, sociology, psychology, anthropology, or philosophy. The journal prioritizes well-documented, well-reasoned, balanced, and relevant manuscripts, regardless of the author's field of expertise.