Methods of Knowledge Development in Marketing and Macromarketing

Abstract

A framework is proposed to examine the process of knowledge development in marketing and macromarketing. To this end, various approaches for developing new knowledge are specified and discussed: theory applications, effects applications, and replication/extensions. This framework is used to highlight differences between micro- and macromarketing. A content analysis of North American journal articles published over the past 10 years demonstrates where the knowledge development focus has been in recent years and facilitates recommendations to guide future knowledge development.

How the Emphasis on ‘Original’ Empirical Marketing Research Impedes Knowledge Development

“…In addition, the Hubbard and Armstrong (1994) and Hubbard and Vetter (1996) estimates of only about 3% of published empirical research in marketing being replicationswith-extensions is corroborated by similar results from others. Thus, for example, Brown and Coney (1976) estimated that 2.8% of marketing's literature consists of replications-with-extensions, while Zinkhan et al (1990) estimated this figure to be 4.9%. 3 Rossiter (1994Rossiter ( , 2001 claims that it is not in the manager's best interest to use a generalized academic theory to which all competitors have access, unless they are more successful at implementing it.…”

Replication in strategic management: scientific testing for validity, generalizability, and usefulness

“…Earlier calls for establishing a replication tradition in the business disciplines (e.g., Armstrong, 1982;Brown and Coney, 1976;Reid et al, 1981) have increased in intensity over the years (e.g., Hubbard, Brodie, and Armstrong, 1992;Hubbard and Armstrong, 1994;Hubbard and Vetter, 1996;Lindsay and Ehrenberg, 1993;Mittelstaedt and Zorn, 1984;Zinkhan et al, 1990). Such calls have also mustered editorial support (Ashenfelter, 1986;Kane, 1984;Monroe, 1992aMonroe, , 1992bStout and Heck, 1995).…”

“…Thus, the vast majority of empirical articles in these areas consist of uncorroborated 'single-shot' studies. More disturbingly, in the few instances where extensions are undertaken, they often conflict with, or at best partially support, the original findings (Hubbard and Vetter, 1996;Zinkhan et al, 1990). This suggests that the knowledge bases in these fields rest on shaky ground.…”

“…Yet studies that have estimated the publication incidence of such work in these fields typically have produced disquieting results. For example, less than 10 percent, and frequently less than 5 percent, of empirical works published in the management and social sciences are replications with extensions (Bozarth and Roberts, 1972;Hubbard and Armstrong, 1994;Hubbard and Vetter, 1996;Reid, Soley, and Wimmer, 1981;Zinkhan et al, 1990). Thus, the vast majority of empirical articles in these areas consist of uncorroborated 'single-shot' studies.…”

Toward A Unified Theory of Macromarketing: A Systems Theoretic Approach

“…In the 15 years since it was published, however, there has been an almost complete lack of empirical research in macromarketing (Zinkhan et al 1990). Content specifications are necessary to, but not sufficient for, expressing the work a discipline sets for itself.…”