Creating Boundary-Breaking, Marketing-Relevant Consumer Research
Abstract
Consumer research often fails to have broad impact on members of the marketing discipline, on adjacent disciplines studying related phenomena, and on relevant stakeholders who stand to benefit from the knowledge created by rigorous research. The authors propose that impact is limited because consumer researchers have adhered to a set of implicit boundaries or defaults regarding what consumer researchers study, why they study it, and how they do...
Paper Details
Title
Creating Boundary-Breaking, Marketing-Relevant Consumer Research
Published Date
Dec 6, 2019
Journal
Volume
84
Issue
2
Pages
1 - 23
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