Articlehybrid2024

Tracing the evolution of the marketing discipline through the lens of theory and Practice: A journal-centric view

Prof Vikas Kumar · Bharath Rajan · Shaphali Gupta

6 citations0/0 files storedJournal of Business Research

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Marketing and Advertising Strategies scientometrics and bibliometrics research Business Strategies and Management Research

Abstract

• Study investigates the evolution of the marketing discipline, with a focus on theory and practice. • This study conducts a bibliometric analysis using R . • The analysis compares the performance of JBR with that of the top ten marketing journals from 2014 to 2024 (April). • Presents why JBR differs from the top ten marketing journals in its contribution to the evolution of marketing. • The study identifies future areas of research for the discipline and the marketing journals. The goal of this article is two-fold: (a) trace the evolution of marketing vis-à-vis theory and practice, and (b) investigate the relative contribution of the Journal of Business Research (JBR) to this evolution vis-à-vis the top 10 marketing journals. To do this, we conduct a bibliometric analysis of articles published in JBR between 2014 and 2024 (April). For the same period, we compare the performance of JBR with that of the top ten marketing journals. Our analysis allows us to (a) extend the contributions of Kerin (1996) and Kumar (2015) in tracing the evolution of marketing by identifying the predominant metaphor of the current phase of marketing as “marketing as an intelligent agent”, (b) identify prominent areas and clusters of marketing for JBR and the top ten marketing journals, (c) recognize JBR’s approach to the nature and type of theories used in its articles, and its approach in the use of special issues as its key contributions to the evolution of marketing, and (d) ascertain that JBR’s geographic distribution of the author affiliations, its higher tolerance to newer topics, and its higher level of risk appetite in its editorial choices are critical in determining how and why JBR differs in its evolution compared to the top ten marketing journals. We conclude by discussing the study’s implications on the future of the discipline and offer a research agenda.

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References

1991Firm Resources and Sustained Competitive Advantage 1997Dynamic capabilities and strategic management 2017bibliometrix : An R-tool for comprehensive science mapping analysis 2003Evolving to a New Dominant Logic for Marketing 2021How to conduct a bibliometric analysis: An overview and guidelines 2015The bibliometric analysis of scholarly production: How great is the impact?2006Factors Influencing the Effectiveness of Relationship Marketing: A Meta-Analysis 2013Data Science and its Relationship to Big Data and Data-Driven Decision Making

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