Journal of Global Scholars of Marketing Science (JGSMS) has recently published following articles by some of the brightest minds in marketing:
Donald R. Lehmann (2017), Creating and writing effective research. Journal of Global Scholars of Marketing Science, Vol. 27 Issue 3, 171-179.
- Author: Donald R. Lehmann (Columbia University Graduate School of Business)
- Abstract: A successful career as an academic researcher is generally driven by intrinsic interest, good taste in problem selection, careful execution (effort), and good communication. Different approaches have proven to be successful and different researchers are suited to different styles. Nonetheless, some general characteristics underlie much successful research. Importantly, unless a person is interested in a problem (and others are also), there is little chance the work will be completed and, if it is, it will have impact. Further, most successful research addresses a relevant problem and is analyzed and communicated in a straightforward way. Importantly, however, no single approach is best. Rather, each researcher is best off tailoring their approach to their own skills and interests.
Christian Grönroos (2017), Relationship marketing and service: An update, Journal of Global Scholars of Marketing Science, Vol. 27 Issue 3, 201-208.
- Author: Christian Gr�nroos (Hanken School of Economics)
- Abstract: In marketing, service and relationships interrelate. Service is based on relationships between actors, and according to the Nordic school research tradition, relationship marketing cannot be implemented without service. The development of service logic in the literature emphasizes that adopting a service perspective on their business and marketing enables service firms and product manufacturers alike to develop, maintain and enhance relationships with customers. From the customers' point of view, all firms are service firms. "Promise theory" points out that promises made by conventional sales and marketing efforts must be successfully kept. Otherwise marketing will fail. The present article describes connections between service logic and relationship marketing, and between promise making and promise keeping. To implement relationship marketing, deep understanding of service culture and internal marketing as strategic management issues is central. Therefore, integrated management of the marketing and organizational behavior interface is imperative. This warrants cross-functional and inter-disciplinary research and decision-making. Finally, challenges for the organization relating to the implementation of relationship marketing are put forward.
Arch G. Woodside (2017), Releasing the death-grip of null hypothesis statistical testing (p < .05): Applying complexity theory and somewhat precise outcome testing (SPOT), Journal of Global Scholars of Marketing Science, Vol. 27 Issue 1, 1-15.
- Author: Arch G. Woodside (Curtin University)
- Abstract: Even though several scholars describe the telling weaknesses in such procedures, the dominating logic in research in the management sub-disciplines continues to rely on symmetric modeling using continuous variables and null hypothesis statistical testing (NHST). Though the term of reference is new, somewhat precise outcome testing (SPOT) procedures are available now and, along with asymmetric modeling, enable researchers to better match data analytics with their theories than the current pervasive theory뻕nalysis mismatch. The majority (70%+) of articles in the leading journals of general management, marketing, finance, and the additional management sub-disciplines are examples of the mismatch. The mismatch may be a principal cause for the scant impact of the majority of articles. Asymmetric modeling and SPOT rests on the principal tenets of complexity theory rather than overly shallow and simplistic symmetric modeling and reporting of NHST findings. Though relatively rare, examples of asymmetric modeling and SPOT are available now in the management literature. The current lack of instructor knowledge and student training in MBA and PhD programs of asymmetric modeling and SPOT are the likely principal reasons for this scarcity.
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