Factors Affecting the Study of Important Marketing Issues: Additional Thoughts and Clarifications |
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Authors: | Ajay K Kohli Michael Haenlein |
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Institution: | 1. Scheller College of Business, Georgia Institute of Technology, 800 West Peachtree Street NW, Atlanta, GA 30308, USA;2. Marketing Group at ESCP Business School, 79 Avenue de la République, F-75011 Paris, France |
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Abstract: | Stremersch (2021) and Wierenga (2021) provide valuable reactions to our ideas in Kohli and Haenlein (2021). We highlight some of their suggestions we found particularly helpful and use this opportunity to clarify some of our ideas. In particular, we like the concept of a “project funnel,” the notions of “vertical drift” and “lateral drift,” and a “Universal Marketing Knowledge Classification System.” We clarify our ideas relating to the role of “supplying” or foundational disciplines, importance of theory, selfidentities of scholars, evaluation of research rigor, and learning about marketing phenomena. |
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Keywords: | Marketing |
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