AMS Review Pub Date : 2026-10-14 DOI: 10.1007/s13162-026-00355-y

Jochen Wirtz

引用次数: 0

Rethinking the marketing discipline: Marketing as design science 重新思考营销学科：作为设计科学的营销

AMS Review Pub Date : 2026-10-02 DOI: 10.1007/s13162-026-00353-0

Eveline van Zeeland, Jörg Henseler

{"title":"Rethinking the marketing discipline: Marketing as design science","authors":"Eveline van Zeeland, Jörg Henseler","doi":"10.1007/s13162-026-00353-0","DOIUrl":"10.1007/s13162-026-00353-0","url":null,"abstract":"<div><p>Persistent challenges in the academic marketing field hinder the full realization of its value for both research and practice. Addressing these issues requires broadening the methodological repertoire and reconsidering the field’s underlying purpose. We argue that design science, with its focus on creating and evaluating solutions to real‑world problems, offers a valuable complementary paradigm that enriches and extends the existing research traditions in marketing. Viewing marketing through a design science lens shifts the emphasis from analyzing how things currently are to systematically developing how they should be. Providing a scientific answer to this normative question requires an abductive research process grounded in a pragmatic epistemology and supported by a creation‑oriented methodology in which researchers iteratively design, create, and test marketing interventions. Building on this foundation, we offer a conceptual reframing of marketing as a design‑oriented discipline aimed at enabling the scientific development of purposeful interventions. The manuscript further advances a theoretical contribution by outlining the structure, ingredients, and “recipe” of design theory in marketing. We also discuss the key challenges that arise when positioning marketing as a design science and what adopting such a perspective requires from the field. Methodologically, we introduce practical guidance to increase the feasibility and publishability of marketing as a design science. By embracing a design‑oriented approach, marketing scholars can move beyond diagnosing practitioner problems and shift from offering advice to creating actionable solutions that genuinely advance the field.</p></div>","PeriodicalId":7786,"journal":{"name":"AMS Review","volume":"16 2","pages":""},"PeriodicalIF":0.0,"publicationDate":"2026-10-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://link.springer.com/content/pdf/10.1007/s13162-026-00353-0.pdf","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"149132144","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"OA","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Price dispersion through space and time: The roles of ubiquity and persistence 价格时空分散：普遍性和持久性的作用

AMS Review Pub Date : 2026-09-22 DOI: 10.1007/s13162-026-00352-1

Ananias Costa Oliveira, Giuliana Isabella, Marcos Inácio Severo De Almeida

{"title":"Price dispersion through space and time: The roles of ubiquity and persistence","authors":"Ananias Costa Oliveira, Giuliana Isabella, Marcos Inácio Severo De Almeida","doi":"10.1007/s13162-026-00352-1","DOIUrl":"10.1007/s13162-026-00352-1","url":null,"abstract":"<div><p>A considerable portion of the variability in price dispersion remains inadequately explained in marketing research. Existing theoretical perspectives that emphasize information asymmetry, market competition, and consumer behavior capture only limited aspects of this multifaceted phenomenon. Drawing on microeconomic and behavioral pricing theory, we propose ubiquity and persistence as higher-order contextual moderators that shape how the determinants of price dispersion, namely micro-market conditions, seller characteristics, product characteristics, and client characteristics, influence price variability across markets. Ubiquity captures the spatial coexistence of heterogeneous prices, while persistence reflects their temporal continuity. Rather than constituting types or dimensions of price dispersion, these constructs define the contextual conditions under which its drivers exert their effects. Building on this foundation, we advance two theoretical propositions and develop a conceptual framework that clarifies when and where each micro-level mechanism operates most strongly. The present study contributes to marketing theory by integrating spatial and temporal contingencies into a unified framework that links pricing behavior to enduring market outcomes and opens new avenues for empirical research.</p></div>","PeriodicalId":7786,"journal":{"name":"AMS Review","volume":"16 2","pages":""},"PeriodicalIF":0.0,"publicationDate":"2026-09-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://link.springer.com/content/pdf/10.1007/s13162-026-00352-1.pdf","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"149034851","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"OA","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Advancing the hierarchy of sustainable marketing strategy: The signaling gap, the alignment gap, and emergent stakeholder tensions 推进可持续营销战略的层次结构：信号差距、一致性差距和突发利益相关者紧张关系

AMS Review Pub Date : 2026-08-26 DOI: 10.1007/s13162-026-00350-3

Colin B. Gabler, V. Myles Landers, Joona Keränen, Paulo Morilha Lanzarini Gomes, Omar S. Itani, Heiko Fischer, Deva Rangarajan

{"title":"Advancing the hierarchy of sustainable marketing strategy: The signaling gap, the alignment gap, and emergent stakeholder tensions","authors":"Colin B. Gabler, V. Myles Landers, Joona Keränen, Paulo Morilha Lanzarini Gomes, Omar S. Itani, Heiko Fischer, Deva Rangarajan","doi":"10.1007/s13162-026-00350-3","DOIUrl":"10.1007/s13162-026-00350-3","url":null,"abstract":"<div><p>This article transforms the Hierarchy of Sustainable Marketing Strategy (HSMS) from a static typology to a dynamic, explanatory model of how firms develop and sustain sustainability strategies. We address a central gap in prior work by theorizing the mechanisms that shape progression through the hierarchy. Drawing on stakeholder, signaling, and alignment theories, we introduce two novel mechanisms to the literature. Specifically, we propose that organizational progress depends on managing: (1) the signaling gap (when external claims outpace internal change) and (2) the alignment gap (when internal structures lag strategic intent). Together, these mechanisms form an inverted U-shaped tension curve that explains why stakeholder conflicts first intensify and later subside across the hierarchy. The framework contributes to marketing theory by illuminating the temporal dynamics of sustainability tensions and to practice by offering a roadmap to anticipate motivational shifts and select appropriate strategies that align with capabilities over time.</p></div>","PeriodicalId":7786,"journal":{"name":"AMS Review","volume":"16 2","pages":""},"PeriodicalIF":0.0,"publicationDate":"2026-08-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"148837605","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Sensory marketing cartography: A theory on sensory mappings 感官营销制图：一种感官映射理论

AMS Review Pub Date : 2026-08-18 DOI: 10.1007/s13162-026-00351-2

Kane Koh, Tianyi Zhang

{"title":"Sensory marketing cartography: A theory on sensory mappings","authors":"Kane Koh, Tianyi Zhang","doi":"10.1007/s13162-026-00351-2","DOIUrl":"10.1007/s13162-026-00351-2","url":null,"abstract":"<div><p>Sensory mapping, the process by which a sensory stimulus elicits a consumer response, is central to effective sensory marketing. Yet, research on the topic remains fragmented. First, the prevalence of construct proliferation, where a lack of distinction between a continuously growing array of similar terms, raises questions about how different types of sensory mappings should be defined. Second, sensory mappings have often been studied in isolation, even though they are interrelated in practice, where one stimulus can diverge into multiple responses and multiple stimuli can converge on a single response. Third, sensory stimuli are prone to mixed outcomes, enhancing or harming consumer evaluations. This paper addresses these challenges in two steps. First, a typology delineating sensory mappings based on sensory stimuli (physical vs. lexical) and consumer responses (sensory vs. semantic) is developed, yielding four key variants: sensory correspondence, semantic correspondence, sensory communication, and semantic communication. Second, a conceptual model is provided with propositions explaining how these sensory mapping types can be combined and how stimuli intensity and individual differences act as boundary conditions that explain mixed outcomes. Together, these frameworks underpin a future research agenda that offers directions to advance sensory marketing theory and practice.</p></div>","PeriodicalId":7786,"journal":{"name":"AMS Review","volume":"16 2","pages":""},"PeriodicalIF":0.0,"publicationDate":"2026-08-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://link.springer.com/content/pdf/10.1007/s13162-026-00351-2.pdf","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"148782103","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"OA","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Consumers’ asset monetization: A conceptual framework and research agenda 消费者资产货币化：一个概念框架和研究议程

AMS Review Pub Date : 2026-08-17 DOI: 10.1007/s13162-026-00349-w

Achilleas Boukis

引用次数: 0

Dichotomies of (dis)empowerment in health & well-being self-tracking—an integrative review 健康与幸福自我追踪中（非）赋权的二分法——一项综合综述

AMS Review Pub Date : 2026-08-12 DOI: 10.1007/s13162-026-00348-x

Fares Georges Khalil, Henriikka Seittu, Robert Ciuchita, Stefan Burggraf

{"title":"Dichotomies of (dis)empowerment in health & well-being self-tracking—an integrative review","authors":"Fares Georges Khalil, Henriikka Seittu, Robert Ciuchita, Stefan Burggraf","doi":"10.1007/s13162-026-00348-x","DOIUrl":"10.1007/s13162-026-00348-x","url":null,"abstract":"<div><p>Marketing research increasingly addresses the role of technology in trends that grant more power to consumers, such as in their pursuit of health and well-being. When they accompany patient-centric care and consumer health initiatives for example, self-tracking (ST) technologies can function as empowering tools that enable individual autonomy and control. However, they also raise the risk of disempowerment, with negative effects for certain consumers. Amid fragmented findings and a potentially overhyped ST narrative, empowerment remains an ambiguous concept, with mixed, poorly understood potential effects. To establish more clarity about ST’s potential for both empowerment and disempowerment, the current study reports on a multidisciplinary, integrative literature review, spanning wide-ranging health and well-being ST applications. The authors in turn conceptualize ST empowerment as an overarching state and process, comprising key concepts and mechanisms that can be expressed as empowerment or disempowerment according to four dichotomies, as shaped by personal, social, and technological factors. The resulting multidimensional framework situates mixed prior findings and offers a comprehensive view of (dis)empowerment in an important consumer technology context. It advances marketing and consumer empowerment literature, particularly in technology-mediated contexts, while also offering significant implications for researchers and practitioners.</p></div>","PeriodicalId":7786,"journal":{"name":"AMS Review","volume":"16 2","pages":""},"PeriodicalIF":0.0,"publicationDate":"2026-08-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://link.springer.com/content/pdf/10.1007/s13162-026-00348-x.pdf","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"148751956","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"OA","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Managing the product lifecycle of non-fungible tokens: A micro-level perspective 管理不可替代令牌的产品生命周期：微观层面的视角

AMS Review Pub Date : 2026-08-05 DOI: 10.1007/s13162-026-00347-y

Mariachiara Restuccia, Achilleas Boukis, Charles F. Hofacker, Fulya Acikgoz

{"title":"Managing the product lifecycle of non-fungible tokens: A micro-level perspective","authors":"Mariachiara Restuccia, Achilleas Boukis, Charles F. Hofacker, Fulya Acikgoz","doi":"10.1007/s13162-026-00347-y","DOIUrl":"10.1007/s13162-026-00347-y","url":null,"abstract":"<div><p>Non-Fungible Tokens (NFTs) have become part of the product portfolios of many brands, ranging from individual creators to established firms. Yet, we currently have a limited understanding of how NFTs should be designed, launched, and managed effectively over their lifecycle journey. To fill this gap, we explore the distinctive lifecycle of this novel digital product category. Rather than focusing on the macro-view of the product lifecycle at the aggregate product category level (e.g., introduction, growth, maturity, and decline), our work offers a micro-view of the lifecycle at the individual NFT level, focusing on the relevant decisions to be made and activities to be performed by a creator or a firm. Drawing on the product lifecycle management literature and field exemplars, our proposed NFT lifecycle consists of three main stages: (1) <i>Inception</i> (featuring content creation, minting, and dropping), (2) <i>Circulation</i> (involving experience, trade, and commercial exploitation), and (3) <i>Termination</i> (including timed expiration, regeneration, and retirement decisions). Our conceptual work contributes to the emerging literature on blockchain assets by developing an original and integrative lifecycle framework. It also offers marketers actionable insights into how to manage each of the different lifecycle stages of a decentralized digital offering like NFTs, broadening the focus from short-term activities (e.g., Inception and Circulation) to the long-term ones (e.g., Termination).</p></div>","PeriodicalId":7786,"journal":{"name":"AMS Review","volume":"16 2","pages":""},"PeriodicalIF":0.0,"publicationDate":"2026-08-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://link.springer.com/content/pdf/10.1007/s13162-026-00347-y.pdf","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"148695326","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"OA","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Scholarly pursuit of marketing as a phenomenon and marketing phenomena 学术追求营销作为一种现象和营销现象

AMS Review Pub Date : 2026-06-12 DOI: 10.1007/s13162-026-00346-z

Sreedhar Madhavaram, Stephen L. Vargo

引用次数: 0

Purpose in practice: An interview with Katrin Pucknat, chief marketing officer, RESMED 实践目的：对RESMED首席营销官Katrin Pucknat的采访

AMS Review Pub Date : 2026-05-23 DOI: 10.1007/s13162-026-00343-2

Patti Williams, Jennifer Edson Escalas

引用次数: 0

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