Reaching for rigor and relevance: Better marketing research for a better world

• Main Authors: MADAN, Shilpa, et. al.
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2022
• Subjects: marketing; greater good; rigor; relevance; well-being; sustainability; better world; Marketing
• Online Access: https://ink.library.smu.edu.sg/lkcsb_research/7251; https://ink.library.smu.edu.sg/context/lkcsb_research/article/8250/viewcontent/Marketing_Letters_14_SM__AAM_.pdf
• Institution: Singapore Management University

Over the past several decades, scholars have highlighted the obligations and opportunities for marketing as a discipline to play a role in creating a better world — or risk becoming irrelevant for the largest problems facing consumers and society. This paper provides a framework to enhance the relev...