“…Over the past two decades, numerous marketing scholars have written about what might constitute interesting research and how to encourage its production (Crittenden & Peterson, 2011; Janiszewski et al, 2016; MacInnis et al, 2020; MacInnis, 2011; Shugan, 2003; Smith, 2003; Tellis, 2017; Voss, 2003; Zeithaml et al, 2020). Scholars in other business disciplines including management (Barley, 2006; Das & Long, 2010), entrepreneurship (Landström & Harirchi, 2019), and family business research (Salvato & Aldrich, 2012) have also opined on the issue.…”