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Guest Editors:
Recent developments such as Globalization and the emergence of countries such as China have brought about a wide array of changes in the world (Buckley and Ghauri, 2004; Paul 2015; Paul 2016). Competition has intensified in different markets including the services sector (Mostaghel et.al, 2015). There is an exponential growth in innovation and technological advances in both developed as well as developing countries that is impacting the approach to marketing in identifying lead markets, brand management, services marketing and export-import management. Firms are using sophisticated data capturing technologies such as electronic point of sale (EPOS) data, customer relationship management (CRM), big data, social media and customer analytics to identify market needs, develop prototypes, choose positioning, and select segmentation strategies and ultimately develop marketing-mix strategies. Despite these advancements and decades of research, many of the academic research studies in marketing still use the same old frameworks, models and methods, and researchers still carry out recycled and replete studies changing country and industry contexts (Paul, 2018). Thousands of studies have been published repeatedly using the same popular methods such as multiple regression and factor analysis in different country and industry contexts.
Many researchers repeatedly use the same theories. Theories/models such as the theory of planned behavior, variants of service quality models (SERVQUAL and SERVPER), general hierarchical attitude models, have become replete because of recycled studies using them in different contexts. We need new models, theories and impactful propositions to avoid replicated research based on the same model or theory (Keupp and Gassmann 2009; Paul, Parthasarathy & Gupta, 2017) in order to make sure that the field of research in Marketing is not running out of a research agenda for the future, as well as to create an impactful research culture. The development of a new model or theory or a measure or method or a review article with future research agenda is likely to be impactful. Such works would serve as a foundation for future research. The time is ripe to take stock again and review the current state-of-the-art in in marketing research. The objective of the special issue is to develop a better understanding of the extant literature based on last 30 years of research and provide fruitful directions for future research in the area of marketing, especially promotion management (See Paul & Bhakar, 2017; Shuv-Ami, A., Vrontis, D., & Thrassou, 2018).
The goal of this special issue is to encourage researchers to focus on theory development rather than doing replete and recycled research on the same topics repeatedly. Therefore, we encourage scholars to be creative and to use a variety of empirical and descriptive methods to construct new theories and frameworks that may act as foundational manuscripts on these topics. We also encourage researchers to draw upon MacInnis (2011) to engage in developing novel conceptual frameworks on the burgeoning topics in the marketing domain, especially promotion management. It would be also prudent to discuss related articles published in the Journal of Promotion Management as part of literature review, to make sure that your article is appropriate for this journal/special issue.
Type 1: Literature Reviews with Directions for Future Research (Both systematic reviews and meta-analysis, at least 30% of the paper should be dedicated for developing future research agenda).
Reason: Collection of Related Literature on the Research Topic has a great role to play in writing quality research papers.
For examples of these types of articles, see most downloaded review articles from respective journals given below. We urge researchers to focus on research agenda development, as seen in these articles.
Type 2: Papers that are primarily intended to build theory/theoretical models and propositions.
Reason: These types of papers serve as foundation papers for future researchers.
For examples of these types of articles, See articles published in Academy of Management Review, AMS Review for specimen articles. Also, see:
Type 3: Papers with an attempt to develop new measures (example, scale) and reason: New measures and methods would serve as basis for future research.
For examples of these types of articles, see most downloaded review articles from respective journals given below. We urge researchers to focus on research agenda development, as seen in these articles.
Visit the instructions for author page for detailed information on the submission process and requirements.
References:
Buckley, P. J., & Ghauri, P. N. (2004). Globalisation, economic geography and the strategy of multinational enterprises. Journal of International Business Studies, 35(2), 81-98.
Keupp, M.M & Gassman, O. (2009). The Past and the future of international entrepreneurship: A Review and Suggestions for developing the field. Journal of Management, 35 (3): 600-633.
Mostaghel, R., Oghazi, P., Beheshti, H. M., & Hultman, M. (2015). Strategic use of enterprise systems among service firms: Antecedents and consequences. Journal of Business Research, 68(7), 1544-1549.
Paul, J., & Bhakar, S. (2018). Does Celebrity Image Congruence Influences Brand Attitude and Purchase Intention?. Journal of Promotion Management, 24(2). 153-177.
Paul, J., Parthasarathy, G; Gupta, P. (2017). Exporting Challenges in a Small Firm. Journal of World Business, 52(3), 327-342.
Paul, J. (2015). Does the WTO Increase Trade and Cause Convergence?. The International Trade Journal, 29 (4):291–308.
Paul, J. (2016). The Rise of China: What, When, Where, and Why?. The International Trade Journal, 30 (3):207–222.
Paul, J (2017) From the Guest Editor. The International Trade Journal, 31:5, 399-401, DOI: 10.1080/08853908.2017.1368275.
Shuv-Ami, A., Vrontis, D., & Thrassou, A. (2018). Brand Lovemarks Scale of Sport Fans. Journal of Promotion Management, 24(2) 215-232.