Research as innovation: rewards, perils, and guideposts for research and reviews in marketing

Deskripsi

It is often asked why marketing researchers, who have so much to contribute, have so little influence on the actions of high-level executives. Many scholars have noted that a key cause is the overriding emphasis on tactical, rather than strategic (corporate-level) issues. This article argues why research on corporate strategy-related issues in marketing is a process of innovation. It then highlights the perils and rewards of such research, as they relate to the journal review process, by discussing some frequently encountered reviewer comments in the area.Printed Journal