Mapping research in marketing: trends, influential papers and agenda for future research
Spanish Journal of Marketing - ESIC
ISSN : 2444-9695
Article publication date: 5 December 2023
Issue publication date: 7 March 2024
This study aims to map the conceptual structure and evolution of the recent scientific literature published in marketing journals to identify the areas of interest and potential future research directions.
Design/methodology/approach
The 100 most influential marketing academic papers published between 2018 and 2022 were identified and scrutinized through a bibliometric analysis.
The findings further upheld the critical role of emerging technologies such as Blockchain in marketing and identified artificial intelligence and live streaming as emerging trends, reinforcing the importance of data-driven marketing in the discipline.
Research limitations/implications
The data collection included only the 100 most cited documents between 2018 and 2022, and data were limited only to Scopus database and restrained to the Scopus-indexed marketing journals. Moreover, documents were selected based on the number of citations. Nevertheless, the data set may still provide significant insight into the marketing field.
Practical implications
Influential authors, papers and journals identified in this study will facilitate future literature searches and scientific dissemination in the field. This study makes an essential contribution to the marketing literature by identifying hot topics and suggesting future research themes. Also, the important role of emerging technologies and the shift of marketing toward a more data-driven approach will have significant practical implications for marketers.
Originality/value
To the best of the authors’ knowledge, this is the first comprehensive study offering a general overview of the leading trends and researchers in marketing state-of-the-art research.
Bibliometric analysis
Citation analysis
Research publications
Science mapping
Análisis bibliométrico
Análisis de citas
Publicaciones de investigación
Mapeo científico
市场营销; 文献计量分析; 引文分析; 研究出版物; 科学绘图。
Ramos, R. , Rita, P. and Vong, C. (2024), "Mapping research in marketing: trends, influential papers and agenda for future research", Spanish Journal of Marketing - ESIC , Vol. 28 No. 2, pp. 187-206. https://doi.org/10.1108/SJME-10-2022-0221
Published in Spanish Journal of Marketing - ESIC. Published by Emerald Publishing Limited. This article is published under the Creative Commons Attribution (CC BY 4.0) licence. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this licence may be seen at http://creativecommons.org/licences/by/4.0/legalcode
1. Introduction
Marketing is vital to all businesses’ survival, long-term growth, development and success ( Czinkota et al. , 2021 ). Generally, the domain of marketing encompasses (1) the identification of marketing opportunities, (2) the creation of competitive advantages, (3) the effective utilization of resources, (4) the communication and delivery of products or services to customers, (5) the creation of value to customers and (6) the satisfaction of customers’ needs profitably ( Simkin, 2000 ).
The evaluation of academic marketing literature has progressively become relevant in recent years ( Das et al. , 2022 ; Hair and Sarstedt, 2021 ). The increasing number of academic publications in marketing varies in different contributions, which made it difficult for scholars to track new trends and find influential manuscripts to advance the body of knowledge. The primary objective of a research publication is to be known and influence others’ work. Nevertheless, the created knowledge is fragmented, and the emergence of new marketing topics is continuously changing the research map of marketing. Moreover, marketing is an applied discipline in that marketing research not only aims to generate scientific knowledge but also to provide insights and knowledge that can be practically used to inform marketing decisions ( Jedidi et al. , 2021 ). In addition, technological advancement has rapidly affected marketing practices and management ( Amado et al. , 2018 ). To address this challenge, this paper aims to map the conceptual structure and the evolution of knowledge to uncover the existing topics, trending areas of interest and future directions.
Despite considerable research efforts in the marketing field, little has been done to review prior research works systematically. Moreover, recent review articles have mainly focused on specific marketing domains or are limited to particular contexts, such as customer experience ( Chauhan et al. , 2022 ), marketing communication ( Domenico et al. , 2021 ), customer engagement ( Chen et al. , 2021 ), consumer behavior ( Oliveira et al. , 2022 ), advertising ( Jebarajakirthy et al. , 2021 ) and product or brand positioning ( Saqib, 2021 ), while context-specific reviews include marketing in emerging markets ( Paul et al. , 2016 ), sustainable marketing ( Lunde, 2018 ), business-to-business marketing ( Pandey et al. , 2020 ), luxury brand marketing ( Arrigo, 2018 ) and tourism marketing ( Han and Bai, 2022 ). The lack of a holistic review of marketing research created a gap in the existing research. Therefore, it is necessary to provide a big picture of the most recent marketing literature. The most recent review work in the same vein was conducted by Morgan et al. (2019) , who evaluated 257 marketing strategy articles published in the six most influential marketing journals during 1999–2017. Nevertheless, given its focus on marketing strategy and limited research sources, it does not provide a comprehensive framework that covers all aspects of the marketing field. To complement the work by Morgan et al. (2019) , this paper conducts a review with a more recent timeframe that focuses on recent trends, patterns and development in the field. The inclusiveness of journals will also enable identifying areas of interest beyond marketing strategy.
What is the knowledge structure of the state-of-the-art most influential academic research in marketing?
What are the current research trends?
What are possible pathways for future research in marketing?
The present work will facilitate the understanding and advancement of theories and knowledge in the field. Also, this paper provides valuable insights into the field’s most relevant and pressing issues and informs where future research efforts should be focused. This will, in turn, improve the practical relevance and usefulness of future research and ensure that research efforts are targeted toward topics that will yield impactful results. Moreover, it offers up-to-date information for marketing researchers.
2. Methodology
This study focuses on characterizing the most influential academic marketing articles published between 2018 and 2022 and discussing the marketing state of the art.
2.1 Search strategy
A search string was applied in the Scopus database to find the most relevant articles for this research ( Ramos et al. , 2019 ). The Scopus database was chosen for the literature review as it is generally considered one of the largest repositories with the most relevant indexed publications and one of the most universally acknowledged bibliographic databases ( Kumar et al. , 2020 ). It is recognized as the most well-organized and of the highest credibility and quality standards, with the most significant global impact and more comprehensive cover ( Muñoz-Leiva et al. , 2015 ; Rojas-Lamorena et al. , 2022 ) and is consistent with previous bibliometric reviews applied in the marketing research setting ( Kumar et al. , 2021 ; Paul and Bhukya, 2021 ). In addition, it follows Donthu et al. (2021) ’s recommendation to select only one database to minimize human errors during analysis. All marketing journals (212) indexed in Scopus were included in the current study. The journal selection takes a rather inclusive approach instead of the sole inclusion of marketing-specific journals, as marketing is a diverse and evolving field not strictly tied to a single-subject field ( Baumgartner and Pieters, 2003 ) but often intersects with other disciplines. For instance, given the rapid advancement of technology and its influence on marketing practices, topics such as information systems or big data are growing in importance and relevance to the marketing literature ( Amado et al. , 2018 ). Accordingly, journals such as the International Journal of Information Management have also contributed significantly to marketing recently ( Veloutsou and Ruiz Mafe, 2020 ). The search was conducted on June 9, 2023.
2.2 Selection process and final data set
The search was conducted in the Scopus database and limited to 2018 to 2022 to obtain state-of-the-art articles. Five years is a reasonable timeframe to capture a discipline’s essence and to conduct a bibliometric analysis ( Borgohain et al. , 2022 ). The collection of articles over five years reflects varied, robust, broad, inclusive and unrelated marketing research interests in the marketing field ( Bettenhausen, 1991 ). The focus on the most recent works permits uncovering the most recent trends without the influence of older topics. Only articles were selected as they represent the most advanced and up-to-date knowledge and are recognized for their academic value ( Rojas-Lamorena et al. , 2022 ). In total, 44,767 articles were collected. To select the most recent influential marketing articles, the top 100 most cited articles were selected. The citation metric acknowledges the impact of the articles ( Donthu et al. , 2021 ) and reflects the impact of scholarly work in subsequent research ( Purkayastha et al. , 2019 ).
In addition, it is recognized as one of the most relevant metrics of academic research ( Dowling, 2014 ). Although assessing the influence of an article based on citation analysis represents a significant limitation because articles may be cited for multiple reasons, citation analysis is considered an objective approach that exhibits less systematic biases for research impact evaluation ( Baumgartner and Pieters, 2003 ). Previous works have used citation metrics for bibliometric analysis. For instance, Law et al. (2009) analyzed the most influential articles published in Tourism journals using citation counts, whereas Brito et al. (2018) identified the areas of interest in football research and listed the articles based on citation frequency. From each article, the following variables were retrieved: authors’ names and keywords, document title, year, source title and citation count. The information was extracted in CSV file format.
2.3 Final data set
The final data set includes 100 articles from 28 journals. The authors’ names were reviewed for normalization purposes as they have different nomenclatures in different articles (e.g. Dwivedi YK vs Dwivedi Y) so that the software understands them as the same.
2.4 Data analysis
The CSV file with the final data set was input for the bibliometric analysis. Data were analyzed using the mapping analysis R-tool bibliometrix ( Aria and Cuccurullo, 2017 ). This package allows different types of analysis, offering an overview of the research field. A bibliometric analysis permits to analyzing the bibliographic material quantitatively, providing an objective and reliable analysis ( Broadus, 1987 ; Sepulcri et al. , 2020 ) and summarizing the existing literature and identifying emerging topics of research ( Hota et al. , 2020 ). The authors’ names and keywords, year of publication, source title and the number of citations were collected from each article. A performance analysis was performed to acknowledge the field’s citation structure, most relevant sources, authors and articles. Then, science mapping analysis through a co-occurrence analysis was performed. The co-occurrence analysis aims to overcome the descriptive nature of the bibliometric analysis, uncovering gaps and research trends ( Palmatier et al. , 2018 ; Quezado et al. , 2022 ). The gaps and research trends led to a future research agenda.
3. Results and discussion
3.1 total citations by year.
As indicated in Table 1 , the 100 articles were cited 41,888 times, an average of 418.88 citations per article. The most contributing years were 2019 and 2020, with 33 published articles yearly. The year with the highest number of citations was 2019, with 14,621 citations, corresponding to 34.90% of the total citations. This record is strongly linked to the work of Snyder (2019) , with 1,872 citations that characterized different types of literature reviews and suggested guidelines on conducting and evaluating business research literature reviews. Due to the increasing number of publications, it is challenging to keep current with state-of-the-art research ( Briner and Denyer, 2012 ). Reviewing the existing research is fundamental for understanding marketing research inconsistencies, gathering and synthesizing previous research and serving as guidance for researchers and practitioners. In addition, literature reviews contribute to identifying potential gaps, suggesting novel research lines and allowing a balanced growth of a research field ( Hulland and Houston, 2020 ).
The year with the highest mean total citations per article and year was 2021 (527.5 and 175.83, respectively). This result is highly associated with Donthu et al. (2021) ’s work, with 1,221 citations, that explained how to develop a bibliometric analysis.
The main difference between a literature review and bibliometric analysis is the focus and the methodological approach. A literature review aims to critically analyze and synthesize existing knowledge under a research topic ( Snyder, 2019 ). In turn, a bibliometric analysis is a specific approach within the field of scientometrics that uses quantitative and statistical methods to analyze the scientific production and articles’ characteristics published in a specific research domain ( Aria and Cuccurullo, 2017 ).
3.2 Most influential articles
Seminal articles in marketing assume an essential role in its development ( Berry and Parasuraman, 1993 ). The number of citations was used to define and measure the impact of the most influential articles. The most cited document (total citation = 1,872) was Snyder’s (2019) work on conducting an overview and suggesting guidelines for conducting a literature review ( Table 2 ). The normalized citation compares an article’s performance to the data set’s average performance ( Bornmann and Marx, 2015 ; Rita and Ramos, 2022 ). Snyder (2019) ’s work has the highest normalized citation index (4.13), revealing its outstanding performance compared with the remaining articles from the data set.
Among the top 10 most cited articles, three are related to PLS-SEM. The partial least squares – structural equation modeling (PLS-SEM) is relevant for marketing as it allows to examine of complex relationships between latent variables and manifest variables, permitting a flexible and less restrictive analysis in terms of statistical assumptions than other modeling techniques, such as confirmatory factor analysis and principal component analysis ( Hair et al. , 2020 ). By using PLS-SEM, marketing researchers can explore complex relationships among variables, test research hypotheses, identify the relative importance of different influencers and assess the validity and reliability of the measured variables ( Sarstedt et al. , 2019 ). It is frequently used in research involving the modeling of theoretical constructs, such as customer satisfaction ( Ramos et al. , 2022 ), brand image ( Kunkel et al. , 2020 ) or perceived quality ( Ariffin et al. , 2021 ) research.
Surprisingly, there are no articles from 2018 in the top 10 most cited articles. However, there are two articles published in 2021. One of the papers published in 2021 is the work of Verhoef et al. (2021) , which explores digital transformation and innovation in business models and suggests a research agenda for future studies. Digital transformation and innovation are highly relevant for marketing as it provokes consumer behavior change ( Lemos et al. , 2022 ). In addition, it allows companies to adapt to consumer behavior changes, seize the opportunities for segmentation and personalization, improve communication and engagement and increase operational efficiency ( Muneeb et al. , 2023 ; Zhang et al. , 2022 ).
3.3 Source impact
Table 3 depicts the top 10 most impactful sources of the 100 most influential marketing articles. The intellectual convergence is exhibited based on common sources and referencing patterns ( Donthu et al. , 2021 ), and identifying journals may facilitate future literature search and scientific dissemination.
Among the 28 journals, the International Journal of Information Management (IJIM) contributed the most papers (26 papers), followed by the Journal of Business Research (JBR) (22 papers) and the Journal of Retailing and Consumer Services (JRCS) (6 papers). These journals are all First Quartile journals based on SCImago Journal Rank (SJR) indicator, with an impact factor of 4.906, 2.895 and 2.543, respectively. The IJIM focuses on contemporary issues in information management ( Elsevier, 2023a ). Information management field of research plays a fundamental role in marketing, providing data and insights that guide marketing strategies, improve segmentation and customization, leverage automation marketing, data-driven decision-making and the performance evaluation of marketing initiatives ( Dwivedi et al. , 2020 ). The JBR aims to publish recent business research dealing with the spectrum of actual business practical settings among different business activities ( Elsevier, 2023b ), while the JRCS focuses on consumer behavior and policy and managerial decisions ( Elsevier, 2023c ). The findings indicate the contribution and importance of IJIM to the marketing field, recognizing the relevance of information management. Surprisingly, leading marketing journals listed in the Financial Times 50 ( Ormans, 2016 ), such as the Journal of Consumer Research , Journal of the Academy of Marketing Science and Journal of Marketing , only produced a small number of relevant articles in our data set. This result suggests that their papers may not be as impactful or influential as those published in other outlets. Nevertheless, the quality of the articles published in these outlets reflects the most original and well-executed research, as they have high submission rates. However, their rate of acceptance is very low.
Among the top 10 most productive journals, JBR is the one with the highest number of citations. This result confirms Table 2 ’s results as it lists six articles that were published in this journal ( Donthu et al. , 2021 ; Hair et al. , 2020 ; Sheth, 2020 ; Sigala, 2020 ; Snyder, 2019 ; Verhoef et al. , 2021 ).
3.4 Contributing authors
Key authors are essential to the field’s structure and growth ( Berry and Parasuraman, 1993 ) and positively influence the most impactful articles ( Rojas-Lamorena et al. , 2022 ). Thus, it is imperative to identify them and acknowledge their impact. Between 2018 and 2022, 100 documents were written by 312 different authors.
Table 4 characterizes the top 10 most productive authors among the most influential marketing research articles over the past five years. The authors’ indices were calculated, including h -index, g -index and m -index. The Hirsh index ( h -index) is the proposal to quantify productivity and the journal’s impact considering the number of papers and citations per publication ( Hirsch, 2005 ). The g -index aims to measure the performance of the journals ( Egghe, 2006 ), considering the citation evolution of the most cited papers over time. Furthermore, the m -index, also called the m -quotient, considers the h -index and the time since the first publication ( n ); hence, m -index = h -index/ n ( Halbach, 2011 ).
Professor Dwivedi YK is the most prolific, with seven published articles indicating more than one paper yearly. Although he is placed second as the most cited author (3,361), he has the highest h - (7), g - (7) and m -index (1.17). Professor Dwivedi’s research focuses on digital innovation and technology consumer adoption and the use of information systems and information technology for operation management and supply chain, focusing on emergent markets. Digital innovation and understanding technology consumer adoption allow companies to engage with consumers efficiently and personally ( Alalwan et al. , 2023 ). In addition, information systems and information technology applied in operation management and supply chain permit a higher efficiency and visibility in commercial activities, aiding companies to optimize processes, reduce costs and improve customer care ( Tasnim et al. , 2023 ). Professor Dwivedi is a Professor at the School of Management, Swansea University, UK ( Swansea, 2023 ). The second most productive author is Hair JF, and Hughes DL, with five articles each. Professor Hair JF is the most cited author in the list of the most productive authors. This record is highly associated with the work “Assessing measurement model quality in PLS-SEM using confirmatory composite analysis” ( Hair et al. , 2020 ), with 1,103 citations. Multiple papers gather authors from the list. For instance, the article “Artificial Intelligence (AI): Multidisciplinary perspectives on emerging challenges, opportunities, and agenda for research, practice and policy” ( Dwivedi et al. , 2021 ) was co-authored by Professors Dwivedi YK and Hughes DL. This paper has 637 citations and addresses the transformative power that artificial intelligence (AI) may have for the automation and replacement of human tasks, highlighting opportunities, challenges and impacts. AI plays a fundamental role in marketing, permitting advanced personalization, task automation, advanced data analysis, campaign optimization and improved customer experience, leading to personalized experiences and better marketing results ( Duan et al. , 2019 ; Dwivedi et al. , 2021 ).
Fractionalized frequency displays the multiauthored articles. This analysis is relevant to understand how researchers interact with each other ( Rojas-Lamorena et al. , 2022 ). A credit is attributed to each author, depending on the number of co-authors. If a paper has two authors, each receives a half-point. If a paper has three authors, each receives a third of a point, and so on ( Cuccurullo et al. , 2016 ). Professor Hughes DL has the lowest score (0.57) on the five most productive authors list, suggesting a strong relationship with colleagues through co-authorship based on shared interests.
3.5 Co-occurrence analysis
Figure 1 presents the authors’ keywords co-occurrence analysis and reflects the relationship between the keywords and the data set ( Wang et al. , 2012 ). Co-occurrence analysis aims to establish relationships and map the conceptual structure of the most influential marketing academic articles and reveal current research trends ( Eduardsen and Marinova, 2020 ). The thicker the lies among each cluster, the stronger the connection between the keywords. The size of each edge indicates the occurrence frequency. Thematic map displays the top 50 keywords and a minimum of 5 clusters. The thematic map shows six clusters, of which two are with the largest nodes, including AI (brown) and Covid-19 (blue). However, clusters with smaller nodes are bibliometric analysis (red), social media (purple), blockchain (green) and customer engagement (orange).
The brown cluster suggests a topic under AI technology. The cluster’s keywords highlight an interconnection and application of AI, machine learning and cognitive computing in the marketing research field. Deep learning, natural language processing and machine learning make part of a broader spectrum of AI ( Verma et al. , 2021 ). Cognitive computing refers to the capacity of computer systems to mimic human capacity to process information, learn and make decisions ( Duan et al. , 2019 ). These technologies handle big data efficiently, predict consumer behavior and support decision-making in actionable insights, transforming marketing strategies ( Blanco-Moreno et al. , 2023 ; Dwivedi et al. , 2021 ).
The blue cluster reflects the pandemic that affected the globe between 2020 and 2023 ( United Nations, 2023 ). This cluster reveals a close relationship between the Covid-19 pandemic and consumer behavior ( Sheth, 2020 ). The interest in understanding the attitudes and consumers’ decision-making is highly relevant for future pandemics ( Pereira et al. , 2023 ). In addition, the pandemic brought social and industry challenges that deserve academic attention ( Dwivedi et al. , 2020 ; Muneeb et al. , 2023 ). This cluster also addresses overconsumption driven by impulsive behavior promoted by the pandemic ( Islam et al. , 2021 ; Marikyan et al. , 2023 ). This cluster suggests insights on how companies can adequately develop marketing strategies to face the pandemic challenges and effectively respond to health crises.
The red cluster reveals a direct connection between bibliometric analysis and scientific assessment. The bibliometric analysis is applied to reveal research patterns and knowledge structure and access the scientific production impact ( Ramos and Rita, 2023 ). The use of bibliographic coupling, co-occurrence analysis and the Scopus database supplies the data set for the identification of relationships and patterns within the literature ( Donthu et al. , 2021 ), summarizing the existing literature and identifying emerging topics of research ( Hota et al. , 2020 ).
The purple cluster highlights the terms social media and marketing. The keyword social media highlights the role of platforms, such as Instagram or TikTok, for advertising ( Alalwan, 2018 ), understanding the role of influencers ( Lou and Yuan, 2019 ), and for co-creation in brand communities ( Kamboj et al. , 2018 ), influencer marketing. Social media platforms are fundamental for any communication strategy as they connect with the audience, create engagement and awareness and promote products and services ( Lou and Yuan, 2019 ). The strategic use of social media in marketing is fundamental for companies to establish an effective presence and build long-lasting relationships.
The orange cluster suggests a relationship between live streaming and customer engagement ( Wongkitrungrueng and Assarut, 2020 ). This interconnection suggests that live streaming can be an effective channel for developing social commerce, influencing purchase intentions ( Sun et al. , 2019 ). Real-time and direct interaction with customers promote greater involvement and improve customer experience.
The green cluster suggests a focus on applying blockchain technology in information systems. Blockchain is a decentralized and immutable technology for transaction registers studied in the supply chain context ( Min, 2019 ). It has a significant potential to transform data management ( Lemos et al. , 2022 ).
4. Conclusions and future research agenda
This study represents a map of the conceptual structure and evolution of the state-of-the-art scientific literature published in marketing journals to identify the areas of interest and potential future research directions. This review aimed to (1) acknowledge the structure of the state-of-the-art most influential academic marketing research, (2) identify current research trends and (3) suggest future research prospects.
4.1 RQ1: knowledge structure
Regarding RQ1, the most cited article among the top 100 between 2018 and 2022 was the work of Snyder (2019) , with 1,872 citations, followed by the work of Donthu et al. (2021) , with 1,221. The years 2019 and 2020 were those that most contributed to the top 100 most cited, with 33 articles each. Accordingly, these years had the most citations, 14,621 and 13,692, respectively. The IJIM was the source with the highest number of articles published from our data set ( n = 26). However, the JBR, with 22 published articles, was the journal with the highest citations ( n = 12,265). Every journal from the top 10 prolific sources is ranked in Scopus (SJR) as Q1. Professor Dwivedi YK was the most prolific author, with seven articles published, followed by Professors Hair JF and Hughes DL, with five articles each. Although placed second on the most productive authors list, the most cited author was Professor Hair JF, with 3,615 articles.
4.2 RQ2: current research trends
As for RQ2, this bibliometric analysis allowed us to identify current research trends through the co-occurrence analysis. Since a comprehensive future research agenda stimulates researchers to continue their research efforts ( Hulland and Houston, 2020 ), we suggest marketing future research questions to gain a deeper knowledge of current research trends ( Table 5 ).
Although AI has existed for over six decades ( Duan et al. , 2019 ), the development of supercomputers that analyze big data led to the exponential use of this technology. Its application in marketing varies and includes trend and prediction analysis, chatbots and marketing automation. However, particularly for data analysis, multiple research questions are yet to be answered ( Dwivedi et al. , 2021 ). Grounded on the AI (brown) cluster, it would be interesting to uncover different uses of AI to improve big data analysis.
The Covid-19 pandemic disrupted global habits ( Sheth, 2020 ). New habits emerged, changing the industry landscape in multiple dimensions, such as consumer, leisure and work behavior. Although multiple studies were published regarding the topic, much is yet to be uncovered. The effects of this pandemic are yet to be fully acknowledged, demanding future studies to comprehend the permanent changes in society ( Islam et al. , 2021 ). In addition, uncovering the best-implemented industry marketing strategies can be helpful, as it is inevitable that new pandemics occur in the future ( Pereira et al. , 2023 ).
Bibliometric analyses map and summarize existent research, extending the global understanding of a research topic and increasing the quality and success of scholarly work ( Donthu et al. , 2021 ). However, the analysis is mainly descriptive ( Ramos and Rita, 2023 ). Combining bibliometric analysis with other methods may enhance the results, leading to an advancement in using such an approach.
Social media is broadly used for marketing-related activities. Through social media platforms, it is possible to build brand image, generate leads for the company’s website, analyze and monitor data, or be an influencer marketer ( Alalwan, 2018 ; Lou and Yuan, 2019 ). Nevertheless, the implementation of gamification techniques ( Bhutani and Behl, 2023 ; Wanick and Stallwood, 2023 ), privacy concerns ( Saura et al. , 2023 ) and collective decision-making ( Dambanemuya et al. , 2023 ) are issues that deserve the attention of researchers.
Livestreaming captured the attention of digital retailing marketers in recent years and significantly changed social interaction. However, different types of live streaming exist, such as webinars, game streaming, corporate streaming, vlogs or personalized content, and can be used in different industries ( Zhang et al. , 2023 ). Investigating the influence of live streaming on consumer engagement may enhance understanding of its relevance for the industry and improve marketing effectiveness ( Wongkitrungrueng and Assarut, 2020 ).
Blockchain technology allows tracing and enhances transaction transparency, creating authenticity certificates to prevent fraud or loyalty programs to build customers’ loyalty and trust ( Lemos et al. , 2022 ). Despite several studies being conducted to understand the impact of this technology on marketing ( Marthews and Tucker, 2023 ; Tan and Salo, 2023 ), there is much to be learned and questions unanswered.
4.3 RQ3: future research agenda
Based on the comprehensive bibliometric analysis findings, potential directions for future research are presented ( Table 6 ). Topics surrounding data-driven marketing are particularly relevant ( Zhang et al. , 2022 ) due to the data abundance and technological advances, and they have the potential to be further developed. For instance, issues arising from adopting AI to uncover hidden patterns in big data or integrating data from different sectors or industries to understand consumer behavior are yet to be understood. In addition, environmental sustainability is highly relevant due to the increasing customers’ awareness of the topic and its influence on developing marketing strategies ( Jung et al. , 2020 ). However, multiple questions are yet to be answered. In particular, the influence of gamification techniques to promote positive, environmentally sustainable consumer behavior and how emerging technologies influence the customers’ perception of sustainable products. Mass personalization allows consumers to customize product features ( Qin and Lu, 2021 ). This topic is highly relevant to the industry and underexplored in marketing. For instance, how can mass personalization be efficiently implemented in highly productive industries? Or how can emerging technologies improve mass personalization programs? Finally, the wearable technologies market is exponentially growing and is increasingly essential to consumer behavior ( Ferreira et al. , 2021 ).
5. Conclusions and limitations
Through the bibliometric analysis of the 100 most influential marketing papers published between 2018 and 2022, this review presents potential directions for knowledge advancement and comprehensive information to facilitate future literature search ( Boell and Cecez-Kecmanovic, 2014 ) by identifying the current research focus, conceptual structure and trends in the marketing field. In addition, this review contributes to practice by identifying the most influential articles for the marketing scientific community interested in gaining scientific insights. Meanwhile, the important role of emerging technologies and the shift of marketing toward a more data-driven approach will have significant practical implications for marketers.
This work has limitations that need to be stated. First, data were limited to Scopus database and restrained to indexed marketing journals. However, it is essential to note that all scientific databases have limitations. Second, to select the most influential marketing documents, the only criterion was on a commonly used metric – the number of citations. Although citation metrics are commonly used, they may incorrectly demonstrate the quality of the work. There are multiple reasons for a work to be cited ( Vogel and Güttel, 2012 ), such as a journal’s prestige or factors related to the methods ( Hota et al. , 2020 ). The Mathew effect phenomenon also exists in science ( García-Lillo et al. , 2017 ). Third, articles take time to be cited. This means that the most recent articles from our data set may have fewer citations, but it does not mean that their quality is poorer. Fourth, to select the most influential marketing articles, every journal under the subject area “Business, Management and Accounting” and category “Marketing” were selected. However, there are journals listed in other subject areas and categories. Nevertheless, the data set may still provide significant insight into the marketing field.
Thematic map based on the authors’ keywords co-occurrence
Top 100 most cited articles structure
Year
TC*
Mean TC* per article
Mean TC* per year
Citable years
2018
26
9,015
346.73
57.79
6
2019
33
14,621
453.36
90.67
5
2020
33
13,692
414.91
103.73
4
2021
8
4,220
527.5
175.83
3
2022
0
0
0
0
2
Total
100
41,888
418.88
69.81
Note:
Document
Title
TC
Average TC per year
Normalized TC
Literature review as a research methodology: an overview and guidelines
1,872
374.40
4.13
(2021)
How to conduct a bibliometric analysis: an overview and guidelines
1,221
407.00
2.31
(2020)
Assessing measurement model quality in PLS-SEM using confirmatory composite analysis
1,103
275.75
2.66
Tourism and COVID-19: impacts and implications for advancing and resetting industry and research
977
244.25
2.35
(2019)
Predictive model assessment in PLS-SEM: guidelines for using PLSpredict
913
182.60
2.01
(2021)
Digital transformation: a multidisciplinary reflection and research agenda.
758
252.67
1.44
(2019)
How to specify, estimate, and validate higher-order constructs in PLS-SEM
728
145.60
1.61
(2019)
Artificial intelligence for decision making in the era of big data – evolution, challenges and research agenda
724
144.80
1.60
Impact of covid-19 on consumer behavior: will the old habits return or die?
716
179.00
1.73
The rise of motivational information systems: a review of gamification research
Data-driven marketing: to explore the potential of data-driven marketing by leveraging deep learning, AI and IoT technologies to enhance marketing practices, optimize customer targeting and improve overall business performance in the digital era
Environmental sustainability: to investigate the potential of using neuromarketing techniques, gamification and mixed reality to promote sustainable consumption practices
Mass personalization: to investigate how personalization of customers’ experiences can be enhanced and implemented responsibly and ethically
Wearable technology: to investigate how wearable technologies can foster deeper connections between consumers and brands
IoT = Internet of things
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Acknowledgements
Paulo Rita’s work was supported by national funds through FCT (Fundação para a Ciência e a Tecnologia), under the project – UIDB/04152/2020 – Centro de Investigação em Gestão de Informação (MagIC)/NOVA IMS.
Since submission of this article, the following authors have updated their affiliations: Ricardo Ramos is at Technology and Management School of Oliveira do Hospital, Polytechnic Institute of Coimbra, Oliveira do Hospital, Portugal; ISTAR, Instituto Universitário de Lisboa (ISCTE-IUL), Lisboa, Portugal; Centre Bio R&D Unit, Association BLC3 – Tecnology and Innovation Campus, Oliveira do Hospital, Portugal; Paulo Rita is at NOVA Information Management School (NOVA IMS), Universidade NOVA de Lisboa, Lisboa, Portugal; and Celeste Vong is at NOVA Information Management School (NOVA IMS), Universidade NOVA de Lisboa, Lisboa, Portugal.
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Research in marketing strategy
Review Paper
Published: 18 August 2018
Volume 47 , pages 4–29, ( 2019 )
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Neil A. Morgan 1 ,
Kimberly A. Whitler 2 ,
Hui Feng 3 &
Simos Chari 4
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Marketing strategy is a construct that lies at the conceptual heart of the field of strategic marketing and is central to the practice of marketing. It is also the area within which many of the most pressing current challenges identified by marketers and CMOs arise. We develop a new conceptualization of the domain and sub-domains of marketing strategy and use this lens to assess the current state of marketing strategy research by examining the papers in the six most influential marketing journals over the period 1999 through 2017. We uncover important challenges to marketing strategy research—not least the increasingly limited number and focus of studies, and the declining use of both theory and primary research designs. However, we also uncover numerous opportunities for developing important and highly relevant new marketing strategy knowledge—the number and importance of unanswered marketing strategy questions and opportunities to impact practice has arguably never been greater. To guide such research, we develop a new research agenda that provides opportunities for researchers to develop new theory, establish clear relevance, and contribute to improving practice.
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We follow Varadarjan’s (2010) distinction, using “strategic marketing” as the term describing the general field of study and “marketing strategy” as the construct that is central in the field of strategic marketing—just as analogically “strategic management” is a field of study in which “corporate strategy” is a central construct.
Following the strategic management literature (e.g., Mintzberg 1994 ; Pascale 1984 ), marketing strategy has also been viewed from an “emergent” strategy perspective (e.g. Hutt et al. 1988 ; Menon et al. 1999 ). Conceptually this is captured as realized (but not pre-planned) tactics and actions in Figure 1 .
These may be at the product/brand, SBU, or firm level.
These strategic marketing but “non-strategy” coding areas are not mutually exclusive. For example, many papers in this non-strategy category cover both inputs/outputs and environment (e.g., Kumar et al. 2016 ; Lee et al. 2014 ; Palmatier et al. 2013 ; Zhou et al. 2005 ), or specific tactics, input/output, and environment (e.g., Bharadwaj et al. 2011 ; Palmatier et al. 2007 ; Rubera and Kirca 2012 ).
The relative drop in marketing strategy studies published in JM may be a function of the recent growth of interest in the shareholder perspective (Katsikeas et al. 2016 ) and studies linking marketing-related resources and capabilities directly with stock market performance indicators. Such studies typically treat marketing strategy as an unobserved intervening construct.
Since this concerns integrated marketing program design and execution, marketing mix studies contribute to knowledge of strategy implementation–content when all four major marketing program areas are either directly modeled or are controlled for in studies focusing on one or more specific marketing program components.
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Morgan, N.A., Whitler, K.A., Feng, H. et al. Research in marketing strategy. J. of the Acad. Mark. Sci. 47 , 4–29 (2019). https://doi.org/10.1007/s11747-018-0598-1
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Received : 14 January 2018
Accepted : 20 July 2018
Published : 18 August 2018
Issue Date : 15 January 2019
DOI : https://doi.org/10.1007/s11747-018-0598-1
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Journal of Marketing Call for Papers: Marketing Impact with Research-Driven Apps
Special Issue: Journal of Marketing
Special Issue Editors: Pradeep Chintagunta (University of Chicago), Rajdeep Grewal (University of North Carolina–Chapel Hill), Detelina Marinova (University of Missouri), Rik Pieters (Tilburg University), and Shrihari Sridhar (Texas A&M University)
Jump to: Motivation | Research-Driven Apps | Submission Requirements | Special Issue Timeline | FAQs | App Tutorial Videos
Marketing scholarship has the potential to benefit society, advance managerial practice, improve consumers’ lives, and contribute to fundamental scientific knowledge.
However, given the typical form and function of academic publications in the discipline, the target audience of marketing academic research (consumers, investors, firms, frontline/middle/senior management, policy makers, as well as other marketing scholars and students) face barriers to understand and adopt research findings. These barriers limit the impact of marketing academic research.
The Journal of Marketing ’s vision is to encourage a wide range of approaches that can reduce impact barriers of academic articles and consequently catalyze the message among the target audience to whom marketing scholarship should matter.
This special issue of Journal of Marketing , titled “Marketing Impact with Research-Driven Apps,” emphasizes the integration of research-driven apps into academic articles to enhance understanding, consumption, adoption, and ongoing usage of research findings.
Pradeep Chintagunta, Rajdeep Grewal, Detelina Marinova, Rik Pieters, and Shrihari Sridhar will co-edit the special issue. The editors will not submit manuscripts to the special issue.
Research-Driven Apps
A research-driven app is an online interactive tool that provides a deeper understanding of the usability of the research contribution . It serves as a dynamic computational supplement to a research manuscript, thereby adding form and function to the otherwise static nature of a research publication.
Rather than simply adding an app to the end of an otherwise traditional research manuscript (problem, idea, intended contribution, theory, data, findings, conclusions, discussion, recommendations, and future research), submissions should think of their online interactive tool’s intended usability and implementation as the focal point of research. In this way, developing apps for marketing academic research may stimulate a solution-based mindset among marketing scholars that is reflected in their research output.
An app’s goal depends intricately on the scope and goals of the original research manuscript. The special issue encourages apps with a substantive focus covering a wide variety of approaches, paradigms, questions, and topics. While not exhaustive, the following list presents some types of apps well-suited to marketing academic research:
Disaggregating the strength of the behavioral effects under various conditions (e.g., three-way interactions) and depicting their underlying process;
Simulating game theory–based results (e.g., equilibrium outcomes) assuming various hypothetical primitives; and
Offering what-if predictions to various types of marketing interventions (e.g., targeted advertising) under well-defined market scenarios.
Recommending a range of marketing mix decision criteria that maximize or minimize firms’ marketing outcomes;
Offering customized plans, schedules, or interventions that help customers mitigate or enhance their life outcomes; and
Simulating marketing interventions that maximize or minimize societal outcomes.
Providing empirical results to a substantive problem across a range of subsamples and estimation methodologies;
Automating critical synthesis of extant literature across several subtopics; and
Providing interactive access to a large set of variables that accompany (but are not focal to) the specific research question studied in the manuscript.
Scoring unstructured data (e.g., text, video) to uncover novel marketing insights (e.g., authenticity, complexity); and
Modifying sample unstructured marketing input (e.g., sales pitches) into more effective unstructured material based on uncovering underlying characteristics.
Special Issue Submission Requirements
We encourage submissions similar to traditional marketing academic manuscripts submitted to Journal of Marketing that focus on novel, important, and substantive marketing topics. In addition, submissions to the special issue should include a new section titled “App Implementation.” In this section, the author(s) should:
Describe the problem solved by the app and how it supplements the research contribution of the manuscript.
Define the audience or the end users targeted by the app and the usefulness of the app to this audience over and above the current situation or available (software or other) solutions. The audience can be broad and include managers, executives, researchers, consumers, policy makers, government, media, general public, other marketing academics, and students.
Provide a secure, anonymous relatively permanent link to the app, with appropriate instructions on how to use the app and interpret the results.
Share open-source access to the app to allow accelerated dissemination upon publication. [1]
Ideally, the app implementation informs the problem statement and intended contribution of the research and manuscript.
The evaluation of manuscripts submitted for the special issue will be guided by the following:
The quality and veracity of the manuscript’s original contribution, like all manuscripts submitted to the Journal of Marketing . Thus, the app cannot substitute for the incremental contribution and validity of the original contribution.
The contribution of the app relative to alternative apps or commercial software solutions. For example, an existing implementation in software such as R, Python, or Matlab, would reduce the contribution of the app.
The usefulness and depth of insight enabled by the app itself. Authors are welcome to provide evidence for and/or demonstration of the application and effectiveness of the app in the field.
[1] AMA is working on obtaining official clearance that papers published in the special issue will (1) maintain status quo regarding copyright with the journal article, (2) allow the authors to retain ownership over their individual app’s intellectual property, and (3) ensure AMA has clear rights to house/distribute the app at no cost on behalf of the authors.
Special Issue Timeline
The timeline of the special issue is as follows:
Event
Time
Notes
Summer AMA Special Issue Kickoff Session
August 13, 2022, Chicago
Authors are welcome to attend a special session at Summer AMA that will feature exemplars of similar research by prominent marketing academics.
Online Workshop
November 2022
will host an online workshop that will feature tutorial sessions conducted by experts to help participants to build apps for their own research.
Manuscript submission window opens
April 1, 2023
During the manuscript submission process, authors should upload a separate supplemental file that includes the following: (a) a brief description of how the paper enhances the app (200 words) and (b) a brief description of how the app enhances the paper (200 words).
Manuscript submission window closes
January 5, 2024
Special issue in print and published manuscripts and apps promoted
Spring 2025
Frequently Asked Questions
A research-driven app is an online interactive tool that provides a deeper understanding of the usability of the research contribution. It serves as a dynamic computational supplement to a research manuscript, thereby adding form and function to the otherwise static nature of a research publication.
Warren Nooshin L., Matthew Farmer, Tianyu Gu, and Caleb Warren (2021), “ Marketing Ideas: How to Write Research Articles that Readers Understand and Cite ,” Journal of Marketing , 85(5), 42–57. The goal of the article is to supplement the manuscript’s overarching goal to recognize and repair unclear writing to authors write more impactful articles.
Accordingly, the research-driven app accompanying the paper ( http://writingclaritycalculator.com/ ) uses the underlying method proposed in the paper to analyze input text and output scores pertaining to the concreteness of writing, number of examples, the percentage of sentences that use active voice etc.
Thus, the writing clarity calculator serves as a dynamic computational supplement to a research manuscript, thereby adding form and function to the otherwise static nature of the research publication.
We believe there could be different types of apps based on their purpose as well the research question.
Predictors offer model-based predictions and thereby depict the interplay among various factors affecting a marketing input, process, or outcome.
Optimizers offer normative solutions to improve currently suboptimal marketing decisions made by agents, and recommenders offer superior solutions to current problems marketing stakeholders face.
Explorers investigate sensitivity of research results to various research design assumptions.
Converters provide accessible marketing insights through the conversion of unstructured input (e.g., text, audio, videos) to structured data, and models developed in the research framework.
In the call for papers, we provide a non-exhaustive list of types of apps well-suited to marketing academic research.
That’s right. The special issue emphasizes the integration of research-driven apps into academic articles to enhance understanding, consumption, adoption, and ongoing usage of research findings. In other words, you could pursue research on any substantive marketing problem .
Papers submitted to the Special Issue will be identical in form to regular issues but for one additional requirement. Submissions to the special issue should include a new section titled “App Implementation.” In this section, the author(s) should:
Share open-source access to the app to allow accelerated dissemination upon publication.
Confirm during the submission process that any hyperlinks in the paper (especially to sites such as OSF, AsPredicted) lead to anonymized material that does not reveal the identity of the authors.
The short answer is no. We are only interested in a working app that serves as a companion to the paper. Our goal is to encourage submissions where the online interactive tool’s intended usability and implementation is intricately intertwined with the focal research goal. In this way, developing apps for marketing academic research may stimulate a solution-based mindset among marketing scholars that is reflected in their research output.
The American Marketing Association is working on obtaining official clearance that papers published in the special issue will (1) maintain status quo regarding copyright with the journal article but (2) allow the authors to retain ownership over their individual app’s intellectual property.
No, JM does not require you to provide your source code to the app. However, (1) all articles published in JM will require compliance to the JM Policy for Research Transparency to ensure correctness, and (2) if you would like to do so, JM will facilitate the distribution through the Special Issue website.
During the review process, the authors are asked to provide a secure, anonymous, relatively permanent link to the app, with appropriate instructions on how to use it and interpret the results. Upon acceptance, AMA will house/distribute the app for three years at no cost on behalf of the authors.
We are currently working with the AMA on this issue and hope to at least secure an extended window of open access so that researchers and practitioners from around the world can access the article for free.
We encourage users of the app (e.g., practitioners) to engage with/consult the authors before implementing the app for commercial purposes. This will not only help companies engage directly with the inventors of the app but also help users clarify the necessary assumptions, bounds, and contingencies associated with the deployment of the app in their setting.
No. The evaluation of manuscripts submitted for the special issue will firstly be guided by the quality and veracity of the manuscript’s original contribution, like all manuscripts submitted to the Journal of Marketing . Thus, the app cannot substitute for the incremental contribution and validity of the original contribution.
It is probably not sufficient if the app is mostly an accessible database-and-mini-analysis tool. It then replaces standard SPSS, Stata, or similar statistical packages without adding sufficient novelty.
Probably not. The app needs to be associated with an incremental contribution and hence have sufficient novelty over and above existing knowledge in marketing.
Absolutely. Journal of Marketing will host an online workshop in November 2022 that will feature demonstrations by experts to help participants get started on their journey to build apps for their own research. Since we are entering a new era of research driven by apps, we believe we are all part of this continuous, exciting, and vibrant new learning opportunity!
The manuscript submission window opens on 4/1/2023. During the manuscript submission process, authors will be required to submit the following: (1) a brief description of how the paper enhances the app (200 words) and (2) a brief description of how the app enhances the paper (200 words). The manuscript submission window closes on 9/30/2023. We expect the special issue in print and published manuscripts and promotion of apps to occur in Spring 2025.
App Tutorial Videos
To facilitate the creation of research-driven apps, JM is pleased to offer two app tutorial videos recorded by ERB members :
Go to the Journal of Marketing
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Marketing Management Research Paper Topics
This page is designed to serve as a comprehensive guide to marketing management research paper topics , offering insights into various dimensions of marketing that are essential in today’s globalized business environment. It includes an exhaustive list of topics divided into categories, practical tips on choosing and writing on marketing management subjects, and an exclusive section dedicated to iResearchNet’s specialized writing services. Whether a student, academician, or professional, this guide aims to provide a resourceful pathway to explore the multifaceted world of marketing management research, emphasizing the need for empirical inquiry, analytical thinking, and innovative approaches.
100 Marketing Management Research Paper Topics
Marketing management is a diverse field encompassing various aspects of marketing, such as strategy, consumer behavior, product development, branding, and more. Below is a comprehensive list of marketing management research paper topics divided into 10 different categories, each containing 10 specific topics. These topics cater to different levels of complexity and interest and can be explored for detailed research.
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The Impact of Digital Marketing on Traditional Advertising Methods
An Analysis of Guerrilla Marketing Techniques in Small Businesses
The Role of Social Media in Influencing Consumer Behavior
Evaluating the Success of Viral Marketing Campaigns
Personalization in Marketing: Trends and Challenges
The Influence of Environmental Sustainability on Marketing Strategies
Brand Positioning and Differentiation Strategies
The Integration of Artificial Intelligence in Marketing Decision Making
B2B vs B2C Marketing Strategies: A Comparative Analysis
Ethical Considerations in Influencer Marketing
Consumer Behavior
The Psychology of Consumer Buying Behavior
Impact of Cultural Factors on Consumer Preferences
How Pricing Strategies Influence Consumer Choices
The Effect of Online Reviews on Consumer Purchase Decisions
Consumer Loyalty Programs and Their Impact on Retention
Generational Differences in Consumer Behavior
The Role of Emotions in Consumer Decision Making
Ethical Consumerism and its Influence on Purchasing Behavior
The Impact of Social Proof on Consumer Trust
Understanding the Impulse Buying Behavior in Retail Settings
Product Management
Product Life Cycle Analysis and Strategies
New Product Development Processes: A Case Study
The Role of Packaging in Product Perception
Product Line Extension vs Brand Extension: A Critical Evaluation
Managing Product Recalls Effectively
Pricing Strategies for New Product Launches
Role of Consumer Feedback in Product Improvement
The Impact of Quality Management on Product Success
Product Differentiation in Competitive Markets
Strategies for Managing Obsolete Products
Building Global Brands: Strategies and Challenges
The Role of Storytelling in Brand Building
Impact of Celebrity Endorsements on Brand Image
Rebranding Strategies and Their Impact on Consumer Perception
The Importance of Brand Equity and How to Measure It
Building Brand Loyalty Through Customer Engagement
Co-branding Strategies and Their Effectiveness
The Influence of Brand Personality on Consumer Preferences
Managing Brand Reputation in the Digital Age
The Role of Corporate Social Responsibility in Branding
Sales Management
The Art of Sales Forecasting: Methods and Accuracy
Sales Training Techniques and Their Effectiveness
Relationship Selling vs Transactional Selling
Sales Promotion Strategies and Their Impact on Revenue
The Role of Sales Automation Tools in Enhancing Performance
Managing Sales Territories for Optimal Performance
The Effect of Sales Incentives on Employee Motivation
Integrating Customer Relationship Management (CRM) in Sales
The Impact of Cross-Selling and Up-Selling Strategies
Ethical Considerations in Sales Management
Digital Marketing
Search Engine Optimization (SEO) Strategies
Effective Content Marketing for Online Engagement
Social Media Advertising: Trends and ROI Measurement
Email Marketing Best Practices for Conversion
The Role of Analytics in Digital Marketing
Influencer Marketing in the Age of Social Media
Mobile Marketing Strategies for Consumer Engagement
The Future of Virtual Reality in Digital Marketing
The Use of Big Data in Personalized Marketing
Ethical Considerations in Digital Advertising
International Marketing
Strategies for Entering Emerging Markets
Cultural Sensitivity in International Marketing
The Role of Global Marketing in Expanding Business Horizons
International Pricing Strategies and Currency Considerations
Managing International Marketing Partnerships and Alliances
The Effect of Political Factors on International Marketing
Standardization vs Localization in International Marketing
The Role of E-commerce in Global Marketing Strategies
Cross-Cultural Communication in International Business
The Impact of Globalization on Local Brands
Services Marketing
Quality Management in Service Delivery
Strategies for Enhancing Customer Satisfaction in Service Industries
The Role of Technology in Service Innovation
Marketing Strategies for Professional Services
Measuring Customer Expectations and Perceptions in Services Marketing
The Effect of Online Platforms on Service Distribution
Service Recovery Strategies and Customer Loyalty
The Role of Employee Training in Service Excellence
Relationship Marketing in Service Industries
Ethical Considerations in Healthcare Services Marketing
Retail and E-commerce
Omnichannel Retailing Strategies and Customer Experience
E-commerce Growth and the Future of Traditional Retail
The Role of Artificial Intelligence in E-commerce Personalization
Consumer Trust and Security in Online Shopping
Strategies for Reducing Shopping Cart Abandonment
Mobile Commerce Trends and Consumer Behavior
The Impact of E-commerce on Supply Chain Management
Social Commerce: Integrating Social Media and Online Sales
The Role of User Experience (UX) Design in E-commerce Success
Ethical Considerations in E-commerce Operations
Marketing Ethics and Social Responsibility
Ethical Challenges in Targeted Advertising
The Role of Green Marketing in Sustainable Development
Social Marketing Campaigns for Public Health
Corporate Social Responsibility (CSR) and Brand Image
Ethical Considerations in Market Research Practices
The Influence of Ethical Leadership on Marketing Strategies
The Impact of Fair Trade Practices on Consumer Perception
Social Responsibility in Alcohol and Tobacco Advertising
Ethical Considerations in Children’s Advertising
The Role of Ethics in Product Development and Testing
In conclusion, marketing management is an extensive and multifaceted field that encompasses a wide range of research topics. From strategies and branding to ethics and international considerations, there is a rich array of subjects that students and researchers can delve into. The above topics offer a starting point for insightful inquiry, practical applications, and critical evaluation. Whether you are aiming for academic excellence or professional development, these topics can help foster a deeper understanding of marketing management and its integral role in today’s dynamic business landscape.
Marketing Management and the Range of Research Paper Topics
Introduction to marketing management.
Marketing Management is a complex and dynamic field that lies at the heart of business operations. It involves the planning, execution, and monitoring of marketing strategies, tailored to meet customer needs and business goals. The success of any product or service in the market largely depends on the effectiveness of marketing management.
Key Principles and Concepts
Strategic Planning : Marketing management starts with the identification of target markets and the development of a marketing mix to satisfy consumers within that market. This includes the 4Ps of marketing: Product, Price, Place, and Promotion.
Consumer Behavior Understanding : It’s essential to understand consumer behavior to create strategies that resonate with the target audience. This includes demographics, psychographics, and behavioral aspects like needs, preferences, and purchase behavior.
Digital Marketing and Social Media : With the advent of the internet, digital marketing has become an indispensable tool. It includes SEO, content marketing, email marketing, social media marketing, and more.
Branding and Brand Management : Building a strong brand image is vital for long-term success. Branding strategies include creating a unique brand identity, consistent messaging, and managing customer perceptions.
Marketing Analytics and Metrics : Utilizing data and analytics helps in making informed decisions. Metrics such as customer lifetime value (CLTV), customer acquisition cost (CAC), and return on marketing investment (ROMI) are crucial.
Range and Depth of Research Paper Topics
The field of marketing management offers a plethora of research paper topics reflecting its multifaceted nature. Here are some broad categories:
Strategic Marketing Management : Topics here may include SWOT analysis, competitive strategies, market segmentation, and differentiation.
Digital Marketing and Social Media : Research on emerging digital marketing trends, social media strategies, influencer marketing, etc.
Consumer Behavior : This includes studying consumer buying habits, cultural influences on purchasing, customer satisfaction, and loyalty programs.
International Marketing Management : Topics related to global marketing strategies, cross-cultural communication, international branding, etc.
Marketing Analytics and Metrics : This covers data-driven marketing, predictive analytics, performance metrics, and big data in marketing.
Ethical Issues in Marketing : Exploring ethical considerations like deceptive advertising, privacy concerns, green marketing, and social responsibility.
Emerging Trends in Marketing Management : Investigating newer trends like AI in marketing, omnichannel marketing, virtual reality, personalized marketing, etc.
These categories provide students with various angles to approach marketing management, from traditional strategies to current technological advancements.
Marketing management, with its diverse and ever-changing landscape, offers a wealth of intriguing and challenging topics for research. Whether one is drawn to the more traditional aspects or the innovative, technology-driven facets, the opportunities for exploration and analysis are boundless.
Understanding marketing management is crucial for anyone venturing into the business world. It combines creativity with analytics, strategy with execution, and always keeps an eye on the changing tides of consumer behavior. For students, academics, and professionals alike, delving into this field can provide valuable insights and skills that are applicable across various domains and industries.
Through this article, we have touched upon the key concepts and principles, and explored the extensive range of research paper topics within the realm of marketing management. These concepts and topics not only form the basis of academic study but also act as foundational pillars for businesses aiming to thrive in today’s competitive marketplace.
How to Choose Marketing Management Research Paper Topics
Choosing the right research paper topic can be a daunting task, especially in a field as broad and dynamic as marketing management. A well-chosen topic can be the difference between a research paper that’s engaging and insightful, and one that falls flat. Here’s a comprehensive guide to help you choose the ideal marketing management research paper topic:
Selecting a research paper topic in marketing management is not merely about picking something that seems interesting. It’s about aligning the topic with your interests, the course requirements, the targeted audience, and the current trends in the field. Here’s how to navigate this complex decision-making process:
Identify Your Interests : Choose a topic that genuinely excites you. Whether it’s digital marketing or consumer behavior, aligning with your interests will make the research process more engaging.
Consider the Relevance : Make sure the topic is relevant to your course and the current landscape of marketing management. Trending topics like social media advertising or AI in marketing might be more appealing.
Check the Availability of Resources : Research the availability of credible sources on the topic. Libraries, academic journals, and online databases should have ample material for your chosen subject.
Assess the Complexity : Balance complexity with your level of expertise. A topic that’s too simple may lack depth, while something too complex might be overwhelming.
Align with Your Career Goals : If you have specific career goals in marketing, select a topic that adds value to your professional development.
Evaluate the Scope : Define the scope of your research. A too broad topic will lack focus, while a narrow topic might lack content.
Seek Guidance from Professors or Experts : Don’t hesitate to consult with professors or industry experts. They can provide insights that align with academic expectations and industry trends.
Consider Ethical Implications : If your topic involves sensitive issues like consumer privacy, ensure that you approach it with the necessary ethical considerations.
Analyze Existing Research : Look at existing research to identify gaps or areas for further exploration. Building on previous work can add depth to your paper.
Create a Preliminary Thesis Statement : Once you’ve narrowed down your topic, create a preliminary thesis statement. This will guide your research and keep you focused on specific aspects of the subject.
Choosing the right topic for a marketing management research paper is a critical step in the research process. It sets the tone for the entire project and can greatly influence the quality and relevance of the work. By following these tips and giving careful thought to aspects such as interest, relevance, complexity, scope, and ethics, you can select a topic that not only meets academic requirements but also resonates with your passions and professional aspirations.
Remember, the chosen topic is not just a subject of study but a chance to contribute to the field, offering insights or solutions to existing challenges. Engage with the process, explore various avenues, and you’ll find a topic that’s not just suitable but truly inspiring and rewarding to work on.
How to Write a Marketing Management Research Paper
Writing a research paper on marketing management requires a thoughtful approach that balances theory, practice, analysis, and creativity. It’s not just about presenting facts but weaving them into a coherent narrative that adds value to the field of marketing management. Below you’ll find a guide that covers essential steps in crafting a high-quality research paper.
Embarking on a research paper in marketing management is an opportunity to delve into various aspects like market strategies, consumer behavior, digital marketing, or branding. It’s about unearthing insights, exploring theories, analyzing trends, and presenting them in an academically rigorous and engaging manner. Here’s how to structure and compose a standout marketing management research paper:
Understand the Assignment : Read the assignment instructions carefully. Understand the requirements, deadlines, formatting guidelines, and grading criteria. Reach out to your professor if anything is unclear.
Start with a Strong Thesis Statement : Develop a clear and concise thesis statement that defines the purpose of your research. It should articulate the main argument or question you intend to explore.
Create an Outline : Plan the structure of your paper by creating an outline. Break it down into sections like introduction, literature review, methodology, findings, conclusion, and bibliography.
Conduct Thorough Research : Use reputable sources like academic journals, books, and industry reports. Validate information through multiple sources to ensure accuracy.
Write the Introduction : Open with a compelling introduction that provides background on the topic, states the research question, and outlines the scope of your paper.
Develop the Literature Review : Present an overview of existing literature on your topic. Compare and contrast different theories, methodologies, and findings, and highlight the gaps your research will address.
Detail the Methodology : Explain the research methods you used. Whether qualitative or quantitative, describe the approach, tools, data collection, and analysis techniques.
Present Findings and Analysis : Summarize the research findings and analyze them in the context of your thesis statement. Include charts, graphs, or other visuals to enhance understanding.
Conclude Thoughtfully : Sum up the main findings, reflect on the implications, suggest areas for future research, and restate the thesis in the light of the research.
Edit and Proofread : Pay meticulous attention to grammar, punctuation, and style. Consider seeking feedback from peers or professionals to ensure clarity and coherence.
Writing a research paper in marketing management is more than an academic exercise; it’s a rich intellectual experience that calls for curiosity, critical thinking, and creativity. The process outlined above is not rigid but provides a framework that you can adapt to your specific topic and interest.
Remember, a great research paper is not just about meeting academic standards but contributing something meaningful to the field of marketing management. Engage with the material, think critically, argue persuasively, and present your ideas with clarity and flair. Your research paper can be a reflection of your passion for marketing and a testament to your scholarly rigor and intellectual insight.
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Marketing Management is a complex field that combines various disciplines, including economics, sociology, psychology, and more. It demands in-depth knowledge, critical thinking, and the ability to synthesize vast amounts of information. When it comes to writing a research paper on marketing management, the process can be overwhelming for many students. That’s where iResearchNet comes into play, offering customized writing services tailored to your unique needs. Below are the features that make iResearchNet the perfect choice for your marketing management research paper.
At iResearchNet, we understand the challenges of writing a research paper in the field of marketing management. The intricacies of market analysis, consumer behavior, digital marketing, branding strategies, and so on require a thorough understanding and specialized skills. Our expert writing team is here to provide top-quality, custom-made research papers that meet your specific needs, ensuring academic success and intellectual growth.
Expert Degree-Holding Writers : Our writers hold advanced degrees in Marketing Management and related fields. They are well-versed in current theories, practices, and trends, ensuring your paper is both academically sound and practically relevant.
Custom Written Works : Every research paper is crafted from scratch based on your guidelines and requirements. We guarantee originality, aligning the content with your particular subject matter, focus, and style.
In-Depth Research : Our writers delve deep into academic and industry resources to gather pertinent information, providing a well-rounded view of your chosen topic, enriched with insights and evidence.
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Writing a research paper on marketing management is a demanding task, but you don’t have to face it alone. With iResearchNet, you have a team of dedicated professionals ready to assist you every step of the way. From the initial idea to the final draft, our tailored services are designed to empower your academic journey and intellectual pursuits. Trust in our expertise, embrace our support, and let us transform your ideas into a scholarly masterpiece that resonates with the dynamism and complexity of marketing management. Experience the iResearchNet difference today!
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25 Marketing Management Dissertation Topics
Published by Owen Ingram at January 2nd, 2023 , Revised On August 18, 2023
Are you a marketing or management student looking for specific marketing management dissertation topics? If yes, your search is over because this article provides 25 highly focused marketing management dissertation ideas and examples for your consideration.
Marketing management refers to planning, organising, coordinating, and controlling marketing functions within a company. Sales, distribution, and customer service are all related to marketing management because they connect a brand with customers, suppliers, and other partners. Other areas of marketing management include public relations and direct advertising activities.
Furthermore, marketing management involves planning for the marketing mix, which is essential for promoting any business. It encompasses various responsibilities, from product development to pricing strategies and channel selection.
Marketing managers perform:
Detailed market research
Develop product and service branding strategies
Develop strategies for targeting customers
Identify the marketing activities to be undertaken within the budget.
Increased sales revenue and market share are the primary goals of marketing management. Therefore, improving product quality and service levels will improve customer satisfaction.
Marketing Management Research Areas For Dissertation
Marketing management can be divided into four main types as categorized by the American Marketing Association (AMA):
Customer relationship management (CRM)
Product lifecycle management (PLM)
Supply chain management (SCM)
Market analytics.
These are briefly explained below.
Customer Relationship Management
Customers who have not engaged with a company for a long time can be won back through CRM strategies—providing personalized products, services, and communication to create a long-term relationship with the customer.
Product Lifecycle Management
The PLM process adds new features, services, and components to existing products over time to create more value. Maintaining consumer needs helps companies improve their margins.
Supply Chain Management
SCM uses technologies like supply chain software to manage inventory flows throughout their supply chain, which extends the company’s internal resources into all aspects of their external relationships with vendors, suppliers, distributors, and retailers.”
Market Analytics
Companies use market analytics to gather insights into consumer behaviour and preferences to make better business decisions. Business Intelligence: Business intelligence collects, analyses, and interprets data from multiple sources to understand how the business performs.
Furthermore, if you are studying business, you may also want to look at the list of business dissertation topics and finance dissertation topics .
Benefits of Marketing Management
There are various benefits of using Marketing Management. Some of them are as follows:
It increases sales and profits.
It improves customer satisfaction.
It reduces costs
It helps you to identify the problems in your business.
It improves the quality of products and services.
It builds a competitive advantage.
It makes processes more efficient.
It increases customer satisfaction.
It improves sales
It helps to identify new markets.
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List of Dissertation Topics for Marketing Management
Marketing management is a vast field, and it can be challenging to know where to start! Luckily, we’ve done the work for you. Here is a list of the latest marketing management dissertation topics to help you out.
Using financial products in the UK retail banking sector
A study of how service quality and customer satisfaction affect brand equity
A study of the antecedents and consequences of a firm’s reputation
Impact of social media marketing on consumer behaviour
The role of internet advertising as a marketing tool
A study of how supermarket retailers can use customer relationship management (CRM) data to identify consumers and predict buying behaviour
The influence of reference groups on purchasing patterns among British consumers
Factors that influence product packaging decisions
An investigation into how organizational culture influences employee behaviour
A preliminary study examined how sales assist the marketing role of security solutions.
A thorough analysis of the literature on the term “Coopetition.”
The function of marketing management in maintaining efficient supply chains
Review of the literature on product innovation in multinational companies
The psychology of consumers, how to evaluate it, and how it relates to digital marketing
Several of the most prevalent errors are made today in email marketing.
Correlation between marketing problem-solving techniques and marketing management support systems.
A comparison of marketing management practices in industrialized and developing countries.
A comprehensive review of the connection between management sciences and marketing management.
Exploring the potential link between corporate financial success and corporate social responsibility
A comparison of the regional strategic management of fashion apparel brands.
Analysis of market segmentation’s effect on hotel industry customer loyalty.
The analysis of the influence of social media on customer relationship management in the hotel industry.
The analysis of supply chain management on operational efficiency in the hotel industry.
The relationship between customer satisfaction, market share, and profitability
An empirical study into the relationship between brand image and consumer perception.
Marketing management has a broad scope as it is not confined to one industry or market. It is necessary to effectively market goods and services in any economic sector. In marketing, strategic thinking, management practices, and techniques are used to develop and implement marketing programs that help businesses flourish and grow. We hope you can pick one from the aforementioned marketing management dissertation topics.
Alternatively, you may want to read about the dissertation proposal writing service and the full dissertation writing service to see how our services can ease your workload by completing your dissertation to the required criteria.
How to find dissertation topics about marketing management.
For dissertation topics in marketing management:
Study recent marketing challenges.
Explore consumer behavior trends.
Analyze digital marketing innovations.
Investigate branding strategies.
Examine market segmentation.
Consider ethical marketing issues.
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71+ Research Paper Topics & Ideas for Marketing Students
As a marketing student, you probably have access to a plethora of resources such as your college library and of course, the internet, to come up with great research paper topics.
However, the thought of writing your research paper can be daunting, especially if you’re still brainstorming and don’t know what to write about.
Just like any other piece of writing, start by keeping your audience in mind. Then, make a list of research paper topics that are more relevant to your interests, or a new under-developed field (for example; augmented reality, or people sentiments towards Artificial Intelligence), or a unique research topic that intrigues your audience.
But if you’re still struggling to pin down one out of the many research paper topics for your program, we’ll suggest a number of them for you to either choose from; or for you to take inspiration from and come up with your own.
Table of Contents
How to Choose the Best Research Paper Topics
Before we dive into the details, you’ll have to familiarize yourself with the basics. For starters, pick up a pen and paper and brainstorm different topics that you’d like to write about.
While personal interest is definitely important, we also suggest you opt for a topic that will intrigue your readers. Here are a couple of factors you ought to keep in mind while selecting a topic:
Keeping your personal interest in mind
You probably won’t be able to write a stellar research paper if you’re not interested in the topic. Sit down with your peers and advisors to discuss possible ideas. It will be easier for you to discuss different themes once you’ve written down all your ideas in one place. If you’ve decided on a specific keyword for instance “consumer behaviour”, you can look for similar research papers on the internet.
A research paper isn’t a descriptive essay which you can drag aimlessly. Your research paper needs to be based on factual data and that’s only possible if you’ve conducted thorough research. While jotting down points for your first draft, ensure your statements are supported with references or examples citing credible academicals and research work.
Don’t leave it till the last day
A lot of students tend to undermine the writing process and leave for the last few days. Bear in mind that you can’t possibly write your entire research paper overnight. In order to succeed, you’ll have to devote sufficient amount of time to research.
Also, be prepared to schedule meetings with your advisor on a regular basis as you’re bound to require help along the way. At this point, make sure you only rely on credible sources that will support your dissertation.
Examples & List of Research Paper Topics
If you’re still unable to decide a topic of your interest, here is a list of 70 unique marketing research topics that you can use as marketing project topics for your MBA, or any other marketing course:
How do organizations use CSR ( corporate social responsibility ) to reinforce brand equity?
What manipulation tactics do brands use to get more customers?
How can brand image be communicated via social media marketing?
How can social media impact the buying choices of shoppers?
Are consumers equipped to shield themselves from direct marketing strategies?
Determine and analyze consumer buying behavior for [product name]
How does advertising impact consumer behaviour?
How does family orientation impact marketing communications?
What characteristics do buyers look for when purchasing a product online?
How does global marketing incorporate standardization?
What attributes do consumers look for when comparing products online?
How do financial institutions differentiate their goods and services on the basis of social class?
Is direct marketing really the most effective form of marketing?
What internet marketing trends can be expected for the future?
How to marketing strategies differ across different cultures?
Can brand advertising impact political campaigns?
How do brands exploit impulsive buying?
How does loyalty cards encourage sales and boost customer loyalty?
Can well-marketed brands get away with selling substandard quality products?
How is globalization having on impact on consumer behaviour?
Impact of brand image on customer loyalty
Brand attributes that lead to an increase in customer loyalty
Successful marketing approaches that helped break through strong market monopoly
Impact of cause marketing on brand affinity with young mothers
Effect of consumer promotions and discount offerings on brand equity
The outcomes of advertising in a recession
Influence on Social Media advertising on consumer behaviour
Effect of TV advertising on top of mind awareness
Understanding customer perceptions around event sponsorships
Does corporate social responsibility translate into sales?
Canadians perspective on being targeted with mobile ads based on their browser history
Is direct marketing welcomed by people?
Are customers able to differentiate between various mortgage offering by competing banks?
Does social media influence buying behaviour
Do people like being click baited into sponsored posts?
Understanding the impact of celebrity endorsements on ROI for CPG brands
Women’s sentiments around comparison advertising
How effective is comparison advertising to build brand equity?
Do consumers prefer purchasing routine grocery products online?
Is earned media perceived to be as important as it appears to be?
What makes people want to share content to their friends?
Understanding why content goes viral
Marketing challenges around the evolving family structures
Are we losing the emotional value and significance of money being in a cashless society?
Is centralized global marketing a good idea for brand health in local markets?
How is augmented reality going to enhance marketing experiences?
How will artificial intelligence support in making better marketing decisions?
Is immersion marketing through virtual reality technology going to be accepted?
What does the luxury auto buyer look for in a car?
How to instill a desire to purchase for customers in the luxury category
Harmful effects of advertising to kids
Impact of in-store branding on brand salience
Effect marketing strategies for restaurant businesses
Habit formation and ways to integrate new products in consumer lifestyles
Is display advertising going to die?
Can Snapchat help small business grow?
How do customers perceive the brand who advertise on Instagram?
The impact of humour in advertising
Do customers pay attention to nutrition labels?
What triggers impulse buying behaviour
Essentials to sky rocket a new brand to heights of awareness
The factors that lead to customer satisfaction in young adults
Elements that help build an emotional connection with your audience
How do males and females differ in their buying behaviour of mobile phones
Does language targeting help in ethnic advertising?
Customer Perceptions: Are well known brands good in quality?
Is radio still an effective method of advertising?
Rural vs Urban marketing challenges to be mindful of
Impact of internal branding on employee retention and turnover
An in-depth analysis of political marketing in Canada
More Categories of Research Topics
Still in need of some inspiration? Here are a few research paper areas that you can explore:
Distribution
Consumer Behavior
Relationship Marketing
Brand Management
Nonprofit Marketing
Market Segmentation & Targeting
Internet Marketing
Marketing Planning & Forecasting
Product Design & Positioning
Direct Marketing
Advertising
Purchasing & Materials Management
Hopefully, these marketing thesis topics will help you come up with a few topics of your own. If you’re still confused about which area, you’d like to work with, we suggest you consult your advisor for some additional help. Good luck!
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DOI: 10.61707/0vn88n74
Corpus ID: 270753277
Research on Factors Affecting Digital Marketing Investment Activities in Small and Medium Enterprises in Hanoi City
Do Hai Hung , Nguyen Thi Linh Chi
Published in International Journal of… 25 June 2024
Business, Computer Science, Economics
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26 References
Factors affecting digital marketing adoption in pakistani small and medium enterprises, the implementation of digital marketing in brand promotion, pengaruh financial capabilities, networking terhadap kinerja usaha umkm di kota sukabumi melalui intellectual capital, adoption of digital marketing toward digital transformation in indonesian micro- and small-sized enterprises, digital marketing : kegiatan pemasaran atau promosi brand produk melalui internet atau media sosial, pengaplikasian alat pemasaran digital terhadap umkm nuruto, the effect of digital marketing adoption on smes sustainable growth: empirical evidence from ghana, marketing digital, how audi ag established big data analytics in its digital transformation, big data dreams: a framework for corporate strategy, related papers.
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Ldi & wharton’s sumr program: 25 years in health research evolution.
“We are very proud of our scholars and their accomplishments. 85% of program alum have continued on in health-related fields following college graduation.” – Joanne Levy, SUMR Program Co-Founder
A quarter-century strong, the Summer Undergraduate Mentored Research Program (SUMR) is where tomorrow’s health services leaders are born. What began as a small cohort of ambitious students has grown into a robust and impactful program that has created space for over 350 scholars from around the world and guide their journeys in advancing health equity.
Founded in 2000 by the Leonard Davis Institute of Health Economics (LDI) and the Wharton School’s Health Care Management Department, SUMR was brought to life by the love and generosity of its founders, Mark Pauly and Joanne Levy . “The success stories of students conducting research on topics relevant to minorities, who then pursue Ph.D. programs and achieve academic success, are remarkable,” says Levy.
From Small Cohorts to Major Milestones
The SUMR program heats up the season by selecting undergraduate students to work with Penn faculty on various research projects throughout the summer. These projects range from seeking solutions for safe and affordable housing for vulnerable populations to exploring how policymakers can address substance use disorder, and advancing research on chronic diseases like breast cancer and hypertension. Over the years, the program has grown in size and prestige, introducing elements like GRE prep, lectures from leading experts, critical writing programs, and skill workshops to help support the scholars’ research careers.
As SUMR celebrates its 25th anniversary, the importance of diversity in health care becomes increasingly evident. “The more we can train scholars with an interest in these topics and with diverse backgrounds and perspectives, the more scientific evidence we will have to inform policy and reduce health disparities,” says Health Care Management Professor and SUMR Faculty Director, Claudio Lucarelli .
The program believes that solving disparities in health care—such as the higher rates of heart disease, many cancers, diabetes, HIV/AIDS, and maternal mortality, among minority populations compared to white populations—requires health services researchers who understand the political, social, economic, and environmental realities contributing to these inequities.
Scholars on a Mission
The current cohort consists of 40 scholars from different universities (including Penn), countries, and diverse backgrounds, including first-generation, low-income, international, and LGBTQ+ students. These students, whether they come from the communities they are studying or have gained insight through their research and experiences, understand the healthcare disparities faced by these populations and are driven to create meaningful solutions.
Elizabeth Nguyen , a student at Washington and Lee University, exemplifies this drive. “As a woman of color and member of the LGBTQIA+ community, my approach is shaped by the lens of oppression,” says Nguyen. Nguyen is a 2024 SUMR scholar working on two projects connected to Penn’s Department of Family and Community Health focusing on harm reduction interventions and housing programs for people living with HIV. She is driven by her passion for community-based healthcare, acknowledging how trauma from an unfair system shapes lives.
“For some of my friends who’ve been rejected by their families for simply being who they are, the cut never really heals,” she says. Coming from Washington and Lee University in Virginia, Nguyen is grateful for the opportunity SUMR offers to engage in this passion here at Penn. “I’m looking forward to the future of Philly’s transitional housing as well as the hospital-based, full-spectrum addiction service program my work will inform,” she says.
Tyasia Canon , a Penn student and member of the current cohort, brings a personal connection to the work she’s doing in the program. “As a student who comes from a low-income, underinsured household, I’ve had to deal with many problems when it comes to health disparities,” she says. “Remembering the countless times that the healthcare system has disappointed my family has really motivated me to understand why this is happening, to whom this is happening, what interventions are possible, and how future policies and guidelines can improve this situation,” says Canon.
Alumni Impact
The impact of SUMR is also evident in the achievements and sentiments of its alumni. Elorm Avakame , a 2011 alum, reflects on his experience: “It was absolutely integral to my early career development. It was my first time being at such a prestigious and competitive institution and gave me confidence that I could succeed at this level.” Avakame will return to Penn in August 2024 to begin his faculty career as a pediatric critical care physician at the Children’s Hospital of Philadelphia (CHOP).
Lorraine Dean , an alum from the 2001 cohort and Associate Professor of Epidemiology at Johns Hopkins University recalls that when she started the program, there were only four students, all from Penn. “It’s amazing to watch this program blossom so that it can reach so many more students, and train students who are from a wide variety of institutions beyond Penn,” says Dean.
The Next Twenty-Five Years
As SUMR looks ahead to the next 25 years, the program remains focused on championing diverse voices, driving innovative research, and advancing health equity. “We are very proud of our scholars and their accomplishments,” says Levy. “85% of program alum have continued on in health-related fields following college graduation.”
This program is laying the groundwork for a future where healthcare access and quality is the norm, not the exception. “The combination of Penn being a top research institution, with a dedicated department of Health Care Management at the Wharton School, provides a unique opportunity to effectively study the supply side of the health sector and how to improve disparities in the provision of healthcare,” says Lucarelli.
– Madison Sumners
Posted: June 20, 2024
Community Service/Philanthropy
Conferences
Health Care
Internships
Social Impact
The Wharton School
SUMR/LDI Program Fast Facts
Founded in 2000 by Penn LDI and the Wharton School’s Health Care Management Department , t his summer internship program helps advance equity in the health care professions.
Since 2000, more than 350 undergraduate students have participated in SUMR. Of those 350 undergrads, 85% have gone on to have careers in health care.
Participating scholars work with Penn faculty on mentored research projects, attend the Academy Health Annual Research Meeting , and present on their projects at the SUMR Research Symposium.
The SUMR/LDI partnership introduces talented undergraduate students with a demonstrated commitment in advancing the needs of underrepresented groups in health services to research in this field.
Registered Reports in Operations Management: Lessons from an experimental trial
17 Pages Posted: 26 Jun 2024
Aravind Chandrasekaran
The Ohio State University; Operations
Rogelio Oliva
Mays Business School, Texas A&M University
Bradley R. Staats
University of North Carolina Kenan-Flagler Business School
Date Written: June 19, 2024
Editorial to the JOM special issue on Pre-approved Research Designs for Field Experiments. In addition to introducing the papers that were part of this process, we present the learnings for both the authors and the handling editors of the special issue. We conclude with our reflections on the main insights gained from this trial and the remaining challenges for deploying pre-approved research designs for Operations Management research.
Keywords: Registered Reports, Field Experiments
Suggested Citation: Suggested Citation
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Rogelio oliva (contact author), mays business school, texas a&m university ( email ).
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A timeless resource: BGSU organizational change management research still highly sought after
Estimated Reading Time:
The article “Organizational Diagnosis: An Evidence-Based Approach” has been read more than 58,000 times
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More than a decade after an article on organizational change management authored by current and retired Bowling Green State University faculty members was published, its groundbreaking research continues to draw interest.
According to ResearchGate, the “Organizational Diagnosis: An Evidence-Based Approach” article has been read more than 58,000 times since its publication in 2012. It is the most frequently read article from BGSU accessed through its site.
“Often in management, there’s a focus on results,” said Dr. James McFillen, an emeritus BGSU business professor and the paper’s lead author. “It intends to be results-oriented rather than cause-oriented. To fix something, you first have to know what is wrong.”
The article's origins date back to the early days of the BGSU Executive Master of Organization Development program, established in 1974 by Dr. Glenn Varney, an emeritus business professor and co-author alongside McFillen; Dr. Deborah A. O’Neil, a professor of management and director of the master’s program; and Dr. William Balzer, emeritus psychology professor.
The program, housed in the Allen W. and Carol M. Schmidthorst College of Business , was the first in Ohio and third in the nation and has been widely recognized for excellence.
Following Varney’s tenure as the program’s director, McFillen led the organization development master's program for more than 15 years, beginning in 1994. He focused on the scientific side of organizational behavior, sparking the work that resulted in the Journal of Change Management article that has drawn interest from various disciplines.
“I decided that if I was going to be involved, it needed to be a scientifically based, research-driven program,” McFillen said. “Over time, I reworked the curriculum to give it a more behavioral science orientation to explain how organizations function and how you could change them.”
During the process of shifting the program’s focus to research, McFillen realized a vital piece was missing — the diagnostic process of determining causes of problems within an organization. He said existing organization development literature offered information on fixing problems but didn’t explain the process of diagnosing them.
“You had all these people writing articles about their favorite things to do to improve organizations, but there was no science behind it,” he said.
To find a solution, McFillen and his colleagues reviewed disciplines that used a diagnostic process to analyze problems, narrowing it down to engineering and medicine. While engineering uses a scientific method to diagnose issues, the process doesn’t account for human behavior. Consequently, they concluded the medical diagnosis model was better suited to organization development.
Using a medical model, the BGSU faculty members developed the concept of organizational diagnosis as the key step toward effective change and have successfully used it in many situations. They developed a rigorous process to correctly identify “symptoms” of problems plaguing an organization.
“The article continually finds a new audience,” Varney said. “If you are going to make a change in an organization, you need to use a very systematic way of doing it. Otherwise, it will backfire on you every single time. Organizations are going through tremendous change these days, and that’s why I think they are still reading our article now.”
First presented in the 2012 article, McFillen and Varney’s methods were later conveyed in a book they co-authored with Scott Janoch, “Grasp the Situation: Lessons Learned in Change Leadership,” which presents the organizational diagnosis process through lively stories from the authors’ experiences.
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Image: SUMR SUMR/LDI Program Fast Facts. Founded in 2000 by Penn LDI and the Wharton School's Health Care Management Department, t his summer internship program helps advance equity in the health care professions.; Since 2000, more than 350 undergraduate students have participated in SUMR. Of those 350 undergrads, 85% have gone on to have careers in health care.
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A timeless resource: BGSU organizational change management research still highly sought after The article's origins date back to the early days of the BGSU Executive Master of Organization Development program, established in 1974 by Dr. Glenn Varney, one of the paper's authors.
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Journal of Management (JOM) peer-reviewed and published bi-monthly, is committed to publishing scholarly empirical and theoretical research articles that have a high impact on the management field as a whole.JOM covers domains such as business strategy and policy, entrepreneurship, human resource management, organizational behavior, organizational theory, and research methods.
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The Journal of Marketing Management (JMM) is the official Journal of the Academy of Marketing and is a double-blind peer-reviewed periodical with a global reputation for publishing path-breaking and original contributions. JMM is concerned with all aspects of marketing theory and practice. The intellectual remit of the Journal includes contributions that further our knowledge of marketing ...
Published online: 3 Jun 2024. An ontology of consumers as distributed networks: a question of cause and effect. Chloe Preece. Published online: 3 Jun 2024. Explore the current issue of Journal of Marketing Management, Volume 40, Issue 7-8, 2024.
Journal of Marketing Research (JMR) is a bimonthly, peer-reviewed journal that strives to publish the best manuscripts available that address research in marketing and marketing research practice.JMR is a scholarly and professional journal. It does not attempt to serve the generalist in marketing management, but it does strive to appeal to the professional in marketing research.
The Marketing Management 15th edition is a comprehensive guidebook that covers a wide range of topics in marketing. It emphasizes the importance of research, understanding customer behavior, and ...
The Journal of Marketing (JM) develops and disseminates knowledge about real-world marketing questions relevant to scholars, educators, managers, consumers, policy makers and other societal stakeholders. It is the premier outlet for substantive research in marketing. Since its founding in 1936, JM has played a significant role in shaping the content and boundaries of the marketing discipline.
Official Journal of the European Marketing AcademyThe International Journal of Research in Marketing is an international, double-blind peer-reviewed journal for marketing academics and practitioners.IJRM aims to contribute to the marketing discipline by providing high-quality, original research that advances marketing knowledge and techniques. As marketers increasingly draw on diverse and ...
In 2004, the American Marketing Association (AMA) introduced a new definition of marketing, according to which the concept refers to "…the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large." 1 The fact that value-creating activity is highlighted in the AMA ...
AMA Academic Journals publish the latest peer-reviewed research aimed at advancing our industry and equipping business professionals with the insight needed to make better managerial decisions. Digital access to all five of our journals is an included benefit that comes with being an AMA member. Stay connected with the AMA journals on X ...
This study aims to map the conceptual structure and evolution of the recent scientific literature published in marketing journals to identify the areas of interest and potential future research directions.,The 100 most influential marketing academic papers published between 2018 and 2022 were identified and scrutinized through a bibliometric ...
We replaced the lowest ranked (10th) journal on this list, Industrial Marketing Management (IMM), with International Journal of Research in Marketing (IJRM) as this journal has grown significantly in stature over the past 15 years and is now considered the top non-U.S. based marketing journal (Kumar et al. 2017; Roberts et al. 2014).
1) The first one is to capture the attention of the targeted market which means advertising the products and making the products in. accordance with the needs of the customers. 2) The second one ...
Ferran Adrià, chef at legendary Barcelona-based restaurant elBulli, was facing two related decisions. First, he and his team must continue to develop new and different dishes for elBulli to guarantee a continuous stream of innovation, the cornerstone of the restaurant's success. But they also need to focus on growing the restaurant's business.
PDF | On Jan 1, 2006, P Kotler and others published Marketing Management | Find, read and cite all the research you need on ResearchGate
In Handbook of marketing analytics: methods and applications in marketing management, public policy, and litigation support, edited by, (2024) Description. Benedict G. C. Dellaert, Eric J Johnson, Shannon Duncan, Tom Baker (2024), Choice Architecture for Healthier Insurance Decisions: Ordering and Partitioning Together Can Improve Consumer ...
New research on marketing communication from Harvard Business School faculty on using social media, the latest in online marketing techniques, and successful customer loyalty programs. ... This paper argues with examples and predictions that while marketing science theory, engineering, and machine learning capabilities are changing the way we ...
The Journal of Marketing 's vision is to encourage a wide range of approaches that can reduce impact barriers of academic articles and consequently catalyze the message among the target audience to whom marketing scholarship should matter. This special issue of Journal of Marketing, titled "Marketing Impact with Research-Driven Apps ...
Marketing management is a diverse field encompassing various aspects of marketing, such as strategy, consumer behavior, product development, branding, and more. Below is a comprehensive list of marketing management research paper topics divided into 10 different categories, each containing 10 specific topics.
Luckily, we've done the work for you. Here is a list of the latest marketing management dissertation topics to help you out. Using financial products in the UK retail banking sector. A study of how service quality and customer satisfaction affect brand equity. A study of the antecedents and consequences of a firm's reputation.
Product Design & Positioning. Direct Marketing. Advertising. Purchasing & Materials Management. Hopefully, these marketing thesis topics will help you come up with a few topics of your own. If you're still confused about which area, you'd like to work with, we suggest you consult your advisor for some additional help.
The research results can serve as a basis for solutions to improve digital marketing investment activities in small and medium enterprises, as well as valuable information for reference for small and medium enterprises in Hanoi in making investment decisions. In the ever-evolving technology landscape, digital marketing has been thriving globally. Investing in digital marketing activities is ...
Speci cally, new technology (1) sup-. provides new types of data that enable new analytic methods, (3) creates marketing innovations, and (4) requires new strate-gic marketing frameworks. It is important to keep in mind that human representatives of the rm with machine agents, facilitat-. and Cian 2022).
Image: SUMR SUMR/LDI Program Fast Facts. Founded in 2000 by Penn LDI and the Wharton School's Health Care Management Department, t his summer internship program helps advance equity in the health care professions.; Since 2000, more than 350 undergraduate students have participated in SUMR. Of those 350 undergrads, 85% have gone on to have careers in health care.
In addition to introducing the papers that were part of this process, we present the learnings for both the authors and the handling editors of the special issue. We conclude with our reflections on the main insights gained from this trial and the remaining challenges for deploying pre-approved research designs for Operations Management research.
Deadline for submission of Papers: 11:59 P.M. on 30th September, 2024; Round 2: Research Paper Presentation. Selected students will have the opportunity to present their research papers in front of a panel of judges. This round will be conducted in online mode at Symbiosis Centre for Management Studies, Pune. General Guidelines:
At Project Management Journal (PMJ), we're dedicated to nurturing the next generation of scholarly excellence in project studies. We're thrilled to announce the launch of the new PMJ College, a two-year program developed to empower and retain talented and highly motivated doctoral students and postdocs at the early stages of their scholarly careers in project studies.
Journal of Travel & Tourism Marketing Volume 41, 2024 - Issue 7. ... Dan Wang a School of Hotel and Tourism Management, The Hong Kong Polytechnic University, Hong Kong SAR, ... [Public Policy Research (PPR) Fund of Chief Executive's Policy Unit, Hong Kong SAR #1] under Grant [number: 2023.A6.220.23A]; [Research Seed Fund by ZJU-PolyU Joint ...
A timeless resource: BGSU organizational change management research still highly sought after The article's origins date back to the early days of the BGSU Executive Master of Organization Development program, established in 1974 by Dr. Glenn Varney, one of the paper's authors.
Journal of Management (JOM) peer-reviewed and published bi-monthly, is committed to publishing scholarly empirical and theoretical research articles that have a high impact on the management field as a whole.JOM covers domains such as business strategy and policy, entrepreneurship, human resource management, organizational behavior, organizational theory, and research methods.
Customer & Marketing Core Business Operations Human Capital ... Investment Management Real Estate Government & Public Services . Industries ... Deloitte's ongoing focus on research and development (R&D) is what has inspired us to carry out this survey - our first research project of this kind since the outbreak of COVID-19 in 2020. ...