Continuing the manifesto conversation: Toward building a renewal capability for the marketing discipline

Q1 Business, Management and Accounting

AMS Review Pub Date : 2022-12-26 DOI:10.1007/s13162-022-00248-w

Sreedhar Madhavaram, Hunter N. Hatfield

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引用次数: 0

Abstract

The six commentaries on Hunt, Madhavaram, and Hatfield (hereafter, HMH, AMS Review, 2022, in this issue) and “the manifesto conversation” (hereafter, TMC) deeply reflected on HMH and TMC; assessed, among other things, the value of borrowed theories, doctoral programs, fragmentation, indigenous theory development, mainstream central focus, middle-range theories, and stakeholder relevance/engagement; and provided further foundations and put forward several opportunities for continuing TMC toward renewing the marketing discipline. In response, we develop a new conceptualization for renewal capability, and elaborate that renewal capability building (for the marketing discipline) entails policies, activities, and decisions for bringing together human (e.g., its scholars and stakeholders) and institutional resources (e.g., its journals and professional associations) to produce proactive and reactive innovations (for the marketing discipline). Overall, HMH, TMC, the six commentaries, and this response cumulatively provide foundations for continuing the TMC toward building a robust renewal capability for the marketing discipline.

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继续宣言对话：建立营销学科的更新能力

关于Hunt、Madhavaram和Hatfield的六篇评论（以下简称HMH，AMS Review，2022，本期）和“宣言对话”（以下简称TMC）深刻反思了HMH和TMC；评估了借来的理论、博士项目、碎片化、本土理论发展、主流中心焦点、中间范围理论和利益相关者相关性/参与的价值；并为TMC继续更新营销纪律提供了进一步的基础和机会。作为回应，我们为更新能力开发了一个新的概念，并阐述了更新能力建设（针对营销学科）需要政策、活动，以及将人力（如其学者和利益相关者）和机构资源（如其期刊和专业协会）聚集在一起的决策，以产生积极和被动的创新（针对营销学科）。总的来说，HMH、TMC、六条评论以及这一回应为TMC继续为营销学科建立强大的更新能力奠定了基础。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

AMS Review Business, Management and Accounting-Marketing

CiteScore

14.60

自引率

0.00%

发文量

期刊介绍： The AMS Review is positioned to be the premier journal in marketing that focuses exclusively on conceptual contributions across all sub-disciplines of marketing. It publishes articles that advance the development of market and marketing theory.The AMS Review is receptive to different philosophical perspectives and levels of analysis that range from micro to macro. Especially welcome are manuscripts that integrate research and theory from non-marketing disciplines such as management, sociology, economics, psychology, geography, anthropology, or other social sciences. Examples of suitable manuscripts include those incorporating conceptual and organizing frameworks or models, those extending, comparing, or critically evaluating existing theories, and those suggesting new or innovative theories. Comprehensive and integrative syntheses of research literatures (including quantitative and qualitative meta-analyses) are encouraged, as are paradigm-shifting manuscripts.Manuscripts that focus on purely descriptive literature reviews, proselytize research methods or techniques, or report empirical research findings will not be considered for publication. The AMS Review does not publish manuscripts focusing on practitioner advice or marketing education.