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The Six Identities of Marketing: A Vector Quantization of Research Approaches

Franke, Nikolaus and Mazanec, Josef (2006) The Six Identities of Marketing: A Vector Quantization of Research Approaches. European Journal of Marketing, 40 (5/6). pp. 634-661. ISSN 0309-0566

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Abstract

Purpose: This article provides an empirical identification of groups of marketing scholars who share common beliefs about the role of science and the logic of scientific discovery. Design: We use Topology Representing Network quantization to empirically identify classes of marketing researchers within a representative sample of marketing professors. Findings: We find six distinct classes of marketing scholars. They differ with regard to popularity (size) and productivity (levels of publication output). Comparing the sub-samples of German-speaking and US respondents shows cross-cultural differences. Value: The study enhances our understanding of the current scientific orientation(s) of marketing. It may help to motivate marketing scholars to ponder on their own positions and assist them in judging where they may belong. Future comparisons over time would give us indication about the future of the academic discipline of marketing.(author's abstract)

Item Type: Article
Additional Information: To see the final version of this paper please visit the publisher's website. Access to the published version may require a subscription.
Keywords: marketing research approaches / philosophy of science / partitioning / vector quantization
Divisions: Departments > Strategy and Innovation > Entrepreneurship und Innovation > Franke
Version of the Document: Accepted for Publication
Variance from Published Version: Minor
Depositing User: Dissertation Administrator
Date Deposited: 31 May 2011 10:03
Last Modified: 13 Apr 2017 19:59
Related URLs:
FIDES Link: https://bach.wu.ac.at/d/research/results/32437/
URI: http://epub.wu.ac.at/id/eprint/3111

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