AMS Review最新文献_第3页

The concept of marketing and its mismatch with academic practice 营销的概念及其与学术实践的不匹配

AMS Review Pub Date : 2026-04-22 DOI: 10.1007/s13162-026-00337-0

Anders Gustafsson, Tohid Ghanbarpour

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引用次数: 0

Invited Commentary on Grönroos’ article: How to save marketing: let’s focus on the phenomenon. Marketing as being and doing: Re-grounding the phenomenon in social practice 诚邀评论Grönroos文章：如何拯救营销：让我们关注现象。作为存在和作为的市场营销：重新审视社会实践中的现象

AMS Review Pub Date : 2026-04-21 DOI: 10.1007/s13162-026-00339-y

Anu Helkkula, Eric Arnould

{"title":"Invited Commentary on Grönroos’ article: How to save marketing: let’s focus on the phenomenon. Marketing as being and doing: Re-grounding the phenomenon in social practice","authors":"Anu Helkkula, Eric Arnould","doi":"10.1007/s13162-026-00339-y","DOIUrl":"10.1007/s13162-026-00339-y","url":null,"abstract":"<div>\u0000 \u0000 <p>This commentary responds to Christian Grönroos’s call to reorient marketing by grounding it in the phenomenon itself rather than in activity lists. We extend his provocation by arguing that marketing must be understood as an integrated <i>being–doing</i> phenomenon constituted through social practices, not as an abstract essence detached from what marketers, organizations, and customers actually do. Drawing from philosophical debates on essence and action, as well as practice-theoretical perspectives, we contend that marketing emerges through recurrent processes of value formation, resource integration, and promise orchestration embedded in institutional contexts. We further argue that Grönroos’s appeal to restore demand fulfilment requires deeper engagement with the institutional and sociocultural forces that shape demand. Finally, we propose three interlocking domains: relational value creation in use, integrated promise orchestration, and institutional governance of market practices, as foundational lenses for conceptualizing marketing phenomenon. Regrounding marketing in societal and practice-based realities advances a robust, institutionally informed ontology capable of guiding research and practice in an era marked by global, ecological, and socio-economic challenges.</p>\u0000 </div>","PeriodicalId":7786,"journal":{"name":"AMS Review","volume":"16 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2026-04-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://link.springer.com/content/pdf/10.1007/s13162-026-00339-y.pdf","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"147738163","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

Save our ship: Marketing in turbulent seas 拯救我们的船：波涛汹涌的海洋中的营销

AMS Review Pub Date : 2026-04-21 DOI: 10.1007/s13162-026-00338-z

Russell Belk

引用次数: 0

A more aspirational direction for the marketing discipline 市场营销学科的一个更有抱负的方向

AMS Review Pub Date : 2026-04-21 DOI: 10.1007/s13162-026-00342-3

Manjit S. Yadav

引用次数: 0

Convenient for me is not convenient for us: A collective-centric convenience mindset for a more sustainable future 对我来说方便并不意味着对我们来说方便：以集体为中心的便利心态是为了更可持续的未来

AMS Review Pub Date : 2026-04-15 DOI: 10.1007/s13162-026-00334-3

Brittany Currenti, Jodie Conduit, Ingo Oswald Karpen, Rebekah Russell-Bennett

{"title":"Convenient for me is not convenient for us: A collective-centric convenience mindset for a more sustainable future","authors":"Brittany Currenti, Jodie Conduit, Ingo Oswald Karpen, Rebekah Russell-Bennett","doi":"10.1007/s13162-026-00334-3","DOIUrl":"10.1007/s13162-026-00334-3","url":null,"abstract":"<div>\u0000 \u0000 <p>While convenient experiences have become the epitome of modern consumption, this has led to ecological repercussions and serves as an underpinning driver of linear economies. To understand why this connection between convenience and environmental degradation is so strong, we examine convenience as a mindset, which affects our ways of being, thinking, and doing. The prevailing individual-centric convenience mindset is characterized by a focus on minimizing resource expenditure for personal benefits—often leading to short-term gratification—which inhibits the transition to regenerative circular economies. The individual-centric convenience mindset adheres to an outdated marketing perspective, emphasizing economic exchange rather than contemporary marketing that prioritizes value creation and seeks to extend benefits beyond individuals to society as a whole. The theorizing of convenience has accordingly failed to sufficiently evolve. To address this problem, we propose an alternative collective-centric convenience mindset grounded in stewardship principles, where individuals prioritize collective benefits and long-term sustainability over immediate personal gain. Our paper reviews and critiques current convenience conceptualizations and advocates for a paradigm shift toward a collective-centric approach. This study expands the theoretical scope of the convenience phenomenon from an individual-level phenomenon to the collective level. We contribute to the theoretical foundations of sustainability in marketing theory and practice by offering an alternative that aligns individual actions with broader societal and ecological imperatives.</p>\u0000 </div>","PeriodicalId":7786,"journal":{"name":"AMS Review","volume":"16 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2026-04-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://link.springer.com/content/pdf/10.1007/s13162-026-00334-3.pdf","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"147737789","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

Untangling the market orientation and customer orientation continuum: Proposing independent conceptualizations 解开市场导向和客户导向的连续体：提出独立的概念

AMS Review Pub Date : 2026-04-10 DOI: 10.1007/s13162-026-00330-7

Javier Morales Mediano, Olga Bocigas Solar, Alfonso Fernández del Hoyo

{"title":"Untangling the market orientation and customer orientation continuum: Proposing independent conceptualizations","authors":"Javier Morales Mediano, Olga Bocigas Solar, Alfonso Fernández del Hoyo","doi":"10.1007/s13162-026-00330-7","DOIUrl":"10.1007/s13162-026-00330-7","url":null,"abstract":"<div>\u0000 \u0000 <p>This study explores the distinctive characteristics of and interconnections between market orientation (MO) and customer orientation (CO), delving into their conceptualizations and measurement scales. The primary objective is to disentangle the relationship between these constructs, identifying diverse theoretical approaches along the MO and CO continuum and presenting new integrative conceptualizations of both constructs. Through a comprehensive search of the literature, we amass 155 articles from sources in the Web of Science and cross references, each of which we thoroughly examine and categorize, enabling analysis of the field and derivation of conclusions. Critically, we map the evolution of conceptualizations and scales for both constructs, highlighting ambiguity in the literature. We also characterize MO and CO along cultural vs. behavioral and individual vs. organizational dimensions. Additionally, our research identifies three primary streams addressing the relationship between MO and CO: (1) treating the concepts as synonymous, (2) viewing CO as part of MO, and (3) conceptualizing MO and CO as independent constructs. Our major contribution is the development of integrative conceptualizations of MO and CO, grounded in the key characterizations uncovered. Finally, we propose a research agenda for the further development of our findings and theoretical perspectives.</p>\u0000 </div>","PeriodicalId":7786,"journal":{"name":"AMS Review","volume":"16 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2026-04-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"147642835","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

Building on and galvanizing AMS Review’s progress 建立和激励AMS审查的进展

AMS Review Pub Date : 2025-12-23 DOI: 10.1007/s13162-025-00328-7

Sreedhar Madhavaram

引用次数: 0

Contingent influences of innovation characteristics and firm capabilities on early-mover advantage: A conceptual framework for high-tech environments 创新特征和企业能力对先发优势的偶然影响：一个高科技环境的概念框架

AMS Review Pub Date : 2025-11-30 DOI: 10.1007/s13162-025-00327-8

Shikhar Sarin, Subin Im, Anthony Di Benedetto, Trina Sego, Ravindra Chitturi

引用次数: 0

Securing early-mover advantage in technology markets: Insights from the field on the contingent influence of organizational will and skill 确保技术市场中的先发优势：来自组织意愿和技能的偶然影响的实地洞察

AMS Review Pub Date : 2025-11-24 DOI: 10.1007/s13162-025-00326-9

Shikhar Sarin, Trina Sego, Anthony Di Benedetto, Ravindra Chitturi, Subin Im