Publications
Publications
- Forthcoming
- Marketing Letters
Reaching for Rigor and Relevance: Better Marketing Research for a Better World
By: Shilpa Madan, Gita Venkataramani Johar, Jonah Berger, Pierre Chandon, Rajesh Chandy, Rebecca Hamilton, Leslie John, Aparna Labroo, Peggy J. Liu, John G. Lynch, Nina Mazar, Nicole Mead, Vikas Mittal, Christine Moorman, Michael I. Norton, John Roberts, Dilip Soman, Madhu Viswanathan and Katherine White
Abstract
Over the past several decades, scholars have highlighted the obligations and opportunities for marketing as a discipline to play a role in creating a better world — or risk becoming irrelevant for the largest problems facing consumers and society. Climate change, poverty, obesity, discrimination and bias, and the Covid-19 pandemic have demonstrated that marketing (and businesses) cannot operate in isolation from the broader community. We seek to provide a framework for authors and reviewers to enhance the rigor and relevance of research in marketing that not only contributes new knowledge to science, but also makes a positive difference in the world. In doing so, we hope to encourage further consideration of the role of marketing scholarship in providing a novel lens into potential solutions for societal concerns.
Keywords
COVID-19 Pandemic; Marketing; Social Issues; Corporate Social Responsibility and Impact; Business and Community Relations; Research
Citation
Madan, Shilpa, Gita Venkataramani Johar, Jonah Berger, Pierre Chandon, Rajesh Chandy, Rebecca Hamilton, Leslie John, Aparna Labroo, Peggy J. Liu, John G. Lynch, Nina Mazar, Nicole Mead, Vikas Mittal, Christine Moorman, Michael I. Norton, John Roberts, Dilip Soman, Madhu Viswanathan, and Katherine White. "Reaching for Rigor and Relevance: Better Marketing Research for a Better World." Marketing Letters (forthcoming). (Published online September 23, 2022.)