MARKETING’S THEORETICAL AND
CONCEPTUAL VALUE PROPOSITION:
OPPORTUNITIES TO ADDRESS MARKETING’S
INFLUENCE.
THOMAS MARTIN KEY & TERRY CLARK & OC
FERRELL3 & DAVID W. STEWART & LEYLAND
PITT
A review
Dalya Hamid
Marketing as a discipline has deteriorated and
has lost a lot of its importance
The decline is associated with a ‘discipline-
wide drift’ and ‘myopic approach’ to the
Premise research
Marketing theory has been slow to adapt to the
technological advancements and societal changes.
Key Reasons for the Decline
Early start was concerned with supply chain creation and
the concept of exchange rather than consumption and
methods of measuring consumption patterns.
This shift has caused the loss of domain
knowledge and strategic positioning in the
organization.
Key Reasons for the Decline
Overemphasis on complex methodologies over practical relevance.
Reliance on theories from other disciplines rather than developing indigenous marketing
theories.
Failure to communicate the strategic value of marketing in financial terms.
Slow adoption of emerging technologies.
Inaccessible academic writing that alienates non-academic audiences.
Discipline Drift and Lack of Theoretical
Challenge Myopia Development
s and
Areas of
Managerial and
Critique Societal Relevance
Proposed Solutions
Revise Integrate Improve Focus on
Revise Doctoral Cross-Disciplinary Improve Writing and Focus on Managerial
Programs: Collaboration: Communication: Relevance: Address
Emphasize Integrate insights Make research real-world problems
marketing theory from fields like accessible to diverse for practical impact.
and conceptual biology and audiences.
research. technology.
A paradigm shift is needed in marketing
research.
Call to Emphasize relevance, theoretical innovation,
and collaboration.
Action
Reclaim marketing’s strategic importance and
contribute value to society and business.
Conclusion
•By add ressing these challe ng es, m arke ting
can e volve and reg ain infl uence.
•The d iscipline m ust balance theore tical
found ations w ith m ode rn, com p le x
research.
•The future of m arke ting lie s in solving
m eaning ful, re al-w orld issues.
“Relevance, rigor and impact of scholarly research
in marketing, state of the discipline and outlook”
Rajan Varadarajan
- Academy of Marketing Science, 2020
Core Concepts
Relevance vs. Rigor
Value Proposition Values Proposition
Debate
Dimensions of
Subcategories of
Relevance (e.g.,
Relevance (e.g., direct,
managerial, research, Rigor in Research
indirect, accidental,
policy, educational,
persistent relevance)
consumer welfare)
Core Concepts
Subcategories of Relevance (e.g., direct, indirect, accidental, persistent relevance)
Rigor in Research
Interdisciplinary Influence
Marketing’s Organizational Impact
Research Opportunities vs. Threats
Varadarajan’s Defense
Balancing methodological rigor with practical relevance in marketing research.
The author aims to offer a balanced perspective on Key et al.'s critique, addressing the need to
maintain both rigor and relevance in marketing research.
Search for Truth: Importance of credible and reliable knowledge
Impact of Rigor: Protects marketing research from credibility crises, like those faced by social
sciences
Theoretical Contributions
Critique Response: Addresses Key et al.'s claim that marketing research is overly
focused on rigorous methods, arguing for the necessity of both rigor and relevance.
Balanced Approach: Proposes that marketing academia must balance scientific
reliability with practical application.
Defense of Rigor: Emphasizes the importance of maintaining stringent research
standards to ensure credible and reliable findings.
Theoretical Contributions
Relevance Framework: Introduces a comprehensive view of relevance, highlighting
how marketing research can serve various societal groups.
Research Opportunities: Suggests that trends perceived as negative, like the
decline of CMO roles, should inspire further academic investigation rather than
alarm.
Dimensions of Relevance
Managerial Relevance: Improving marketing practices
Research Relevance: Enhancing scholarly quality
Public Policy Relevance: Informing regulations
Educational Relevance: Influencing curricula
Consumer Welfare Relevance: Helping consumers make
informed choices
Facets of Relevance
Direct vs. Indirect Enduring vs. Temporary Serendipitous and Latent
Relevance Relevance Relevance
Illustrated through
examples like Dr. Norman
Borlaug’s Green
Revolution
Importance of Rigor
Conceptual Rigor: Ensures reliability of marketing
knowledge
Interdisciplinary Relevance: Methods from other
sciences, like vaccine development, emphasize rigor
Dynamic Standards: Evolving academic
requirements
Marketing’s Interdisciplinary Nature
Limited Impact: Least cited among business fields
Reason: Marketing borrows from other disciplines but rarely reciprocates
Strength: Openness to external theories
1 2 3
Key Concerns: Declining shrinking marketing Research Questions:
influence of CMOs, rolesVaradarajan’s View: Factors influencing
See these as research marketing’s impact,
opportunities, not predicting future
threats relevance
Infl uence in Organizations
Strengths of the Article
BALANCED COMPREHENSIVE EMPHASIS ON RIGOR: CONSTRUCTIVE PRACTICAL
PERSPECTIVE: FAIR COVERAGE: STRESSES SCIENTIFIC DIALOGUE: PROMOTES EXAMPLES: RELATABLE
ASSESSMENT OF THE ADDRESSES VARIOUS METHODOLOGIES PROFESSIONAL AND ILLUSTRATIONS LIKE
RIGOR VS. RELEVANCE DIMENSIONS OF ETHICAL ACADEMIC THE GREEN
DEBATE RELEVANCE DISCUSSION REVOLUTION AND CMO
RESEARCH
Limitations of the Article
Lack of Empirical Evidence: Relies on theoretical frameworks without data
Complex Language: Difficult for non-experts to understand
Narrow Focus on Debate: Limited practical guidelines for balancing rigor and
relevance
Limited Engagement with Alternatives: Little discussion of other disciplines'
solutions
Conclusion
Varadarajan’s Balancing rigor and
thoughtful relevance is essential
contribution to for meaningful
marketing academia research
