Relevance and Rigour of Scholarly Research in Management · Research in Marketing 1 ... Service (advancing and applying knowledge) 4. ... A review of empirical research on scientific

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Relevance and Rigour of ScholarlyResearch in Marketing 1

Relevance and Rigour ofRelevance and Rigour ofScholarly Research inScholarly Research in

ManagementManagementProfessor Luiz MoutinhoProfessor Luiz Moutinho

Foundation Chair of MarketingFoundation Chair of MarketingUniversity of Glasgow, ScotlandUniversity of Glasgow, Scotland

22/07/201022/07/2010 Relevance and Rigour of Scholarly Research in MarketingRelevance and Rigour of Scholarly Research in Marketing

Over the past decade or so there has been agradual, often structural, separation betweenresearch teaching. Despite the fact the manyacademics had entered the profession to teach,the route to academic status and success isnow widely viewed as being inextricably linkedto publishing. There is ample evidence thatRAE has reinforced the conventional lack ofparity of esteem between research andteaching of which there is such abundant, andcontinuing, evidence. The RAE has alsodamaged curriculum innovation.

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Boyer (1990) offered a now widelyadopted typology of scholarships of:

1. Discovery (advancing knowledge)2. Integration 9synthesising knowledge)3. Service (advancing and applying

knowledge)4. Teaching (advancing and applying

knowledge about how to teach andpromote learning)


Management Research – the ongoing debateManagement research is in the throes of a healthydebate on both its ontological status and theappropriateness of various research processes.This debate has been prompted partly by a recurringconcern that much of the management researchappearing in top-rated academic journals is of littlerelevance to most practitioners (see Schein, 1987;Gopinath and Hoffman 1995; Starkey and Madan,2001). More recently, the debate on researchprocess has begun to focus on the differencesbetween two distinct research approaches, whichhave been labelled mode 1 and mode 2 knowledgeproduction (Gibbons et al, 1994).

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The ResearcherThe Researcher--Practitioner Relevance GapPractitioner Relevance Gap

Some of the recent literature makes a distinctionSome of the recent literature makes a distinctionbetween Mode 1 and Mode 2 research (Gibbons etbetween Mode 1 and Mode 2 research (Gibbons etal. 1994), notably Tranfield and Starkey (1998).al. 1994), notably Tranfield and Starkey (1998).Mode 1 is discipline based and rigorous, while ModeMode 1 is discipline based and rigorous, while Mode2 is transdisciplinary and focused on practitioner2 is transdisciplinary and focused on practitionerrelevance. Tranfield and Starkey, followingrelevance. Tranfield and Starkey, following BecherBecher(1989), argue that management research has a weak(1989), argue that management research has a weaktheoretical unity, with a low sense of knowledgetheoretical unity, with a low sense of knowledgeprogression, a lack of disciplinary cohesion andprogression, a lack of disciplinary cohesion andshared purpose for research, and has a lowshared purpose for research, and has a lowconcentration of researchers on particular topicsconcentration of researchers on particular topics(see also Whitley, 1984).(see also Whitley, 1984).


Knowledge produced in the context of applicationKnowledge produced in the context of application

This emphasises the problemThis emphasises the problem--solving nature ofsolving nature ofmode 2 in that knowledge production is organisedmode 2 in that knowledge production is organisedaround a particular application as opposed to thearound a particular application as opposed to thecodes of practice of a particular discipline. It iscodes of practice of a particular discipline. It isperhaps this feature of mode 2 which mostperhaps this feature of mode 2 which mostexplicitly and directly links it to the perceivedexplicitly and directly links it to the perceivedproblems of userproblems of user--distance and practitionerdistance and practitioner--irrelevance of management research.irrelevance of management research.

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Anne Huff aAnne Huff addressed issues ofddressed issues ofpractitioner relevance, drawing attentionpractitioner relevance, drawing attentiontoto ““mode 1.5mode 1.5”” as a term which she used toas a term which she used todenote the combination of disciplinarydenote the combination of disciplinaryscientific rigour normally associated withscientific rigour normally associated withmode 1 and the practically valuedmode 1 and the practically valuedproblemproblem--solving orientation of mode 2solving orientation of mode 2(Huff 2000). Further reflection led to a call(Huff 2000). Further reflection led to a callforfor ““Mode 3Mode 3”” knowledge production (Huffknowledge production (Huffand Huff, 2001).and Huff, 2001). This highlights a growingThis highlights a growinginterest in the nature and role of practiceinterest in the nature and role of practice--oriented research.oriented research.


The need for researchers toavoid becoming trapped ineither practice or academia inwhich they risk the perils of“epistemic drift” or “academicfundamentalism” respectively.

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Questions pertaining to the relevance andQuestions pertaining to the relevance andrigour (or lack thereof) of scholarlyrigour (or lack thereof) of scholarlyresearch in business disciplines haveresearch in business disciplines havebeen the focus of numerous articles inbeen the focus of numerous articles inacademic journals (Ruback and Innesacademic journals (Ruback and Innes1988; Shrivastava 1987; Thomas and1988; Shrivastava 1987; Thomas andTymon 1982; Wells 1993a). AssessmentTymon 1982; Wells 1993a). Assessmentof academic research in the businessof academic research in the businessdisciplines that have appeared in thedisciplines that have appeared in thebusiness press have been particularlybusiness press have been particularlycritical, characterizing most publishedcritical, characterizing most publishedresearch as lacking managerial relevance.research as lacking managerial relevance.

Relevance and Rigour of Scholarly Research in Marketing

There is concern for the schismThere is concern for the schismbetween research and practice, thebetween research and practice, theinherent communication difficultiesinherent communication difficultiesbetween disciplines (between disciplines (RogozinskiRogozinski,,1985; Morley, 1990) and the1985; Morley, 1990) and theeconomic realities associated witheconomic realities associated withgaining funding for research.gaining funding for research.


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Most academic institutions failMost academic institutions failto make any thoughtful effortsto make any thoughtful effortsto integrate practice andto integrate practice andscholarly research.scholarly research.


The main worry is splitting of theThe main worry is splitting of theprofessional school into twoprofessional school into twoworlds inhabited respectively byworlds inhabited respectively bydisciplinediscipline-- and professionand profession--oriented faculties, the socialoriented faculties, the socialsystem of practitioners on thesystem of practitioners on theone hand, and the social systemone hand, and the social systemof scientists in the relevantof scientists in the relevantdisciplines on the other.disciplines on the other.


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The imperative to be practicallyThe imperative to be practicallyuseful is the dominant considerationuseful is the dominant considerationin framing research aims, questionsin framing research aims, questionsand practices which, given theand practices which, given thedynamic nature of mostdynamic nature of mostorganisations,organisations, ““are produced underare produced underan aspect of continuous negotiation.an aspect of continuous negotiation.””(Gibbons et al 1994, p3)(Gibbons et al 1994, p3)

A lack of marketplaceA lack of marketplace--directeddirectedresearch is proving to beresearch is proving to beanother barrier to businessanother barrier to businessschool response.school response.


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• We have to prove our worth in both the academicand business communities,

• Co-designing the future– A paradigmatic view– An academic responsibility– Ethnographically speaking . . .

• The double hurdle of academic rigour +managerial relevance!


Pettigrew’s notion of the“double-hurdles” facingmanagement research, and inparticular the need for scholarlyquality to be combined withpractitioner relevance.

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• The academic research process (in SocialSciences) is turned to the past-conceptualization, literature review based onexisting bodies of knowledge, “adapted”modelling, replication, similar research designs,(non-probabilistic sampling), equivalentmeasurement scaling,traditional/accepted/”fashionable” statisticalanalysis … and scant/limited “managementimplications … The “further research” syndromeis circular and self-fulfilling … All geared to findsolid and robust academic foundations, butthese cannot “shape” (react, anticipate,influence) the future in most cases …


We need to challengeconventional wisdom and tryto generate new ideas andknowledge. If we insist onhaving just references, therewill be no new knowledge andthe discipline will suffer.

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•• We should endeavour to provide a wayWe should endeavour to provide a wayof making sense of contemporaryof making sense of contemporarymanagement thinking and action sotmanagement thinking and action sotthat business may have the benefit ofthat business may have the benefit ofideas that can stimulate a process ofideas that can stimulate a process ofcritical strategic reflection.critical strategic reflection.

•• Academic research and innovationAcademic research and innovationdepend on cooperation, collaborationdepend on cooperation, collaborationand sharing.and sharing.

Couple research agendaCouple research agendawith business realities.with business realities.


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While authors from academicWhile authors from academicinstitutions will always dominateinstitutions will always dominatethe research literature,the research literature,collaborative publicationscollaborative publicationsbetween practitioners andbetween practitioners andacademics are likely to includeacademics are likely to includegreater consideration ofgreater consideration ofmanagement.management.



A review of empirical research on scientific publication led toA review of empirical research on scientific publication led tothe following conclusions. Three criteria are useful forthe following conclusions. Three criteria are useful foridentifying whether findings are important: replication, validitidentifying whether findings are important: replication, validityyand usefulness. A fourth criterion, surprise, applies in someand usefulness. A fourth criterion, surprise, applies in somesituations. Based on these criteria, important findings resultinsituations. Based on these criteria, important findings resultinggfrom academic research in marketing seem to be rare. To afrom academic research in marketing seem to be rare. To alarge extent, this rarity is due to a reward system that is buillarge extent, this rarity is due to a reward system that is builttaround subjective peer review. Rather than using peer reviewaround subjective peer review. Rather than using peer reviewas a secret screening process, using an open process likelyas a secret screening process, using an open process likelywill improve papers and inform readers. Researchers, journals,will improve papers and inform readers. Researchers, journals,business schools, funding agencies and professionalbusiness schools, funding agencies and professionalorganizations can all contribute to improving the process. Fororganizations can all contribute to improving the process. Forexample, researchers should do directed research on papersexample, researchers should do directed research on papersthat contribute to principles. Journals should invite papers thathat contribute to principles. Journals should invite papers thattcontribute to principles. Business school administratorscontribute to principles. Business school administratorsshould reward researchers who make important findings, andshould reward researchers who make important findings, andprofessional organizations should maintain websites thatprofessional organizations should maintain websites thatdescribe what is known about principles and what research isdescribe what is known about principles and what research isneeded on principles.needed on principles.

(Scott B Armstrong, Journal of Business Research, 2002)

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What is happening out there isWhat is happening out there isdifferent from what we are teaching indifferent from what we are teaching inour textbooks and researching in ourour textbooks and researching in ourpapers. We are missing importantpapers. We are missing importanttrends taking place in technology, intrends taking place in technology, inthe organization, in operations and inthe organization, in operations and inthe nature of competition, as well as inthe nature of competition, as well as inconsumer behaviour!consumer behaviour!


• Is there a tendency in academic marketing curricula atboth the undergraduate and postgraduate levels, to paylip service only to the reference, or cognate, disciplinesof, for example, accounting, finance, operationsmanagement and technology management?

• If there is, this tendency leads to the likelihood ofacademic researchers in marketing “reinventing thewheel” and being overly introspective and narrow intheir treatment of their chosen topic.

• Encouraged by the RAE, many management academicsare retreating further into the groves of thespecialisation in which we write for and talk toourselves . . .

• Much management research is directed to technicalrefinement which produces low-risk, “quick win”publications that are largely irrelevant orincomprehensible to practitioners . . .

(Hugh Wilmott 1998)

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• It can be argued that much of the history of academicwork within marketing has been of much detailedempirical work with occasional, often moreconceptual excursions with a broader domain(Wensley 1995)

• It can be reasonably argued that, in general, much ofbetter research in marketing can be characterised asempirically based and at a reasonable level ofsophistication in terms of both method andtechniques (Day and Wensley 1983)

• Despite these advantages, much of the research hasfailed to really illuminate the nature of a dynamicinteractive process between informed participants andresponsive markets (Wensley 1995)


• Our contribution and influence is increasinglyconfined to the role of operatives in teachingand research factories where the value of theproduct is identified by its label (e.g, fourarticles in “top refereed journals”, etc.) not itscontent or its use …

• Paradoxically, in an “age of information” where“knowledge management” is deemed to becrucial, the voice of academics is becomingweaker . . .

(Hugh Wilmott 1998)

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Why? Academic Sense of• Safeness• Belongingness• Referral• Scientific research orientation in

management has a rear-mirror . . .• The traditional “turn to the past” (LR) can

stifled innovative futures research . . .• Memory instead of seminal thought?• Dismissal of industry Anticipation Moves

There is a tendency among someThere is a tendency among someto view relevance as being moreto view relevance as being moreimportant than rigor.important than rigor.


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Ruback and Innes (1988), commenting onRuback and Innes (1988), commenting onscholarly research in psychology noted thatscholarly research in psychology noted thatrelevance of scholarly research to practitioners isrelevance of scholarly research to practitioners isa function of (1) the number of policy variablesa function of (1) the number of policy variablesused as predictor variables and (2) the extent toused as predictor variables and (2) the extent towhich the dependent variables are of interest towhich the dependent variables are of interest topractitioners. Along similar lines, the managerialpractitioners. Along similar lines, the managerialrelevance of scholarly research in businessrelevance of scholarly research in businessdisciplines has been viewed as a function of thedisciplines has been viewed as a function of theextent to which the research focuses on factorsextent to which the research focuses on factorsthat managers can influence and examinesthat managers can influence and examineseffects that are of interest to managers.effects that are of interest to managers.



Papers coming from the socialPapers coming from the socialscience, economics, managementscience, economics, managementand marketing disciplines exhibitand marketing disciplines exhibitno change in emphasis away fromno change in emphasis away froma descriptive focus towardsa descriptive focus towardsresults orientation,results orientation,methodological consideration ormethodological consideration ortheory development.theory development.

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One avenue by which lifeOne avenue by which life--worldworldcolonisation may be interruptedcolonisation may be interruptedis through a critical interpretiveis through a critical interpretivepraxis where change occurspraxis where change occursthough active intervention andthough active intervention anddisruption of dominantdisruption of dominantdiscourses, both in the academicdiscourses, both in the academicworld and the social world ofworld and the social world ofpractice.practice.


Daft andDaft and LewinLewin report the lack ofreport the lack ofrelationship in theories ofrelationship in theories oforganization between usefulness andorganization between usefulness andvalidity, observing thatvalidity, observing that ‘‘the body ofthe body ofknowledge published inknowledge published in[organizational] academic journals[organizational] academic journalshas practically no audience inhas practically no audience inbusiness or governmentbusiness or government’’ (1990, p1).(1990, p1).

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For instance, Lee (1999) labelled as theFor instance, Lee (1999) labelled as theinstrumental model of practice research thatinstrumental model of practice research thatentails the formulation, testing, and validationentails the formulation, testing, and validationof a theory that specifies independentof a theory that specifies independentvariables, dependent variables, and thevariables, dependent variables, and therelationships among them. Here, therelationships among them. Here, thedependent variables represent outcomes thatdependent variables represent outcomes thatpractitioners are interested in achieving, andpractitioners are interested in achieving, andthe independent variables represent factorsthe independent variables represent factorsthat can be manipulated by practitioners.that can be manipulated by practitioners.


Thomas and Tymon (1982) delineated the following asThomas and Tymon (1982) delineated the following asnecessary properties of managerially relevant research:necessary properties of managerially relevant research:••Descriptive relevance:Descriptive relevance: the accuracy of research findingsthe accuracy of research findingsin capturing phenomena encountered by practitioners inin capturing phenomena encountered by practitioners inorganizational settingsorganizational settings••Goal relevance:Goal relevance: the correspondence of outcomethe correspondence of outcomevariables in a theory to factors that practitioners wish tovariables in a theory to factors that practitioners wish toinfluenceinfluence••Operational validity:Operational validity: the ability of practitioners tothe ability of practitioners toimplement action implications of a theory by manipulatingimplement action implications of a theory by manipulatingits causal variablesits causal variables••Nonobviousness:Nonobviousness: the degree to which a theory meets orthe degree to which a theory meets orexceeds the complexity of commonexceeds the complexity of common--sense theory alreadysense theory alreadyused by practitionersused by practitioners••TimelessTimeless the availability of research findings tothe availability of research findings topractitioners in time to use them deal with problemspractitioners in time to use them deal with problems


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From A to Z, practically every topic that is the focusFrom A to Z, practically every topic that is the focusof scholarly research in marketing (e.g., advertising,of scholarly research in marketing (e.g., advertising,branding, channels, distribution, ebranding, channels, distribution, e--commerce,commerce,franchising, global marketing, innovation,franchising, global marketing, innovation,marketing ethics, new product development,marketing ethics, new product development,pricing, quality, retailing, sales promotion, andpricing, quality, retailing, sales promotion, andstrategy) is either integral to the practice ofstrategy) is either integral to the practice ofmarketing, has public policy implications, or affectsmarketing, has public policy implications, or affectssociety at large. Consequently, as a field of study,society at large. Consequently, as a field of study,marketing offers extensive opportunities formarketing offers extensive opportunities forscholars to engage in research that has managerial,scholars to engage in research that has managerial,public policy, and/or societal relevance. Yetpublic policy, and/or societal relevance. Yetquestions and concerns regarding the relevance ofquestions and concerns regarding the relevance ofscholarly research in marketing persist.scholarly research in marketing persist.


For instance, it has beenFor instance, it has beensuggested that researchsuggested that researchparticipation and involvementparticipation and involvementin certain activities can bein certain activities can beconducive to the grounding ofconducive to the grounding ofscholarly research inscholarly research inmanagerial relevance.managerial relevance.


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RigourRigourResearch rigour is construed as encompassingResearch rigour is construed as encompassingcareful design, execution, analysis, interpretation ofcareful design, execution, analysis, interpretation ofresults, and retention of data (Academy ofresults, and retention of data (Academy ofManagement 2002). Zmud (1996), characterizedManagement 2002). Zmud (1996), characterizedrigor as soundness in theoretical and conceptualrigor as soundness in theoretical and conceptualdevelopment, methodological design anddevelopment, methodological design andexecution, interpretation of findings, and use ofexecution, interpretation of findings, and use offindings in extending theory or developing newfindings in extending theory or developing newtheory. Shrivastava (1987) suggested the followingtheory. Shrivastava (1987) suggested the followingcriteria for assessing research rigour.criteria for assessing research rigour.


••Conceptual Adequacy:Conceptual Adequacy: the extent to which athe extent to which aresearch program is grounded in a baseresearch program is grounded in a basediscipline and uses a conceptual frameworkdiscipline and uses a conceptual frameworkconsistent with existing theories in the fieldconsistent with existing theories in the field••Methodological rigor:Methodological rigor: the extent to which athe extent to which aresearch program uses analytical methods andresearch program uses analytical methods andobjectively quantifiable data to empiricallyobjectively quantifiable data to empiricallyexamine research questionsexamine research questions••Accumulated empirical evidence:Accumulated empirical evidence: the extent tothe extent towhich a research program has generated awhich a research program has generated asubstantial amount of accumulated empiricalsubstantial amount of accumulated empiricalevidence supporting it.evidence supporting it.


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Conceptual RigorConceptual Rigor –– Quality of ConceptualQuality of ConceptualDevelopmentDevelopment••Consideration and treatment of relevantConsideration and treatment of relevantliteratureliterature –– concepts and theoriesconcepts and theories••Attention to definitional issuesAttention to definitional issues –– precision andprecision andclarity of conceptual definitionsclarity of conceptual definitions••Use of evidence to support positionUse of evidence to support position ––conceptual reasoning underlying conceptualconceptual reasoning underlying conceptualmodel and hypothesesmodel and hypotheses••Objectivity in the treatment of complementingObjectivity in the treatment of complementingand competing perspectivesand competing perspectives


Methodological RigorMethodological Rigor –– Quality of EmpiricalQuality of EmpiricalResearchResearch••Appropriateness and robustness of researchAppropriateness and robustness of researchdesigndesign••Attention to measurementAttention to measurement--related issuesrelated issues ––construct operationalization, validity, andconstruct operationalization, validity, andreliabilityreliability••Sample appropriateness, characteristics, andSample appropriateness, characteristics, andrepresentativenessrepresentativeness••Appropriateness of methods of analysis/statisticalAppropriateness of methods of analysis/statisticalproceduresprocedures••Accuracy and completeness in the reporting ofAccuracy and completeness in the reporting ofresults and procedures leading to the resultsresults and procedures leading to the results••Reliability and validity of empirical findingsReliability and validity of empirical findingsRelevance and Rigour of Scholarly Research in Marketing

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Relevance Versus Rigor:Relevance Versus Rigor:The Tyranny of theThe Tyranny of the ““OrOr””

As pointed out by Hunt (2002), the rigorAs pointed out by Hunt (2002), the rigor--relevance dichotomy wrongly assumesrelevance dichotomy wrongly assumesthat research cannot be both rigorous andthat research cannot be both rigorous andrelevant.relevant.


On relevance sans rigor:On relevance sans rigor:Unsubstantiated findings, conclusions withUnsubstantiated findings, conclusions withno adequate statistical support, and poorlyno adequate statistical support, and poorlydeveloped concepts can mislead thedeveloped concepts can mislead thereader, and if accepted and acted uponreader, and if accepted and acted uponmight lead to disastrous results. (Windmight lead to disastrous results. (Wind1979:10 [editor,1979:10 [editor, Journal of MarketingJournal of Marketing,,19781978--1981])1981])


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On rigor sans relevance:On rigor sans relevance:We should not abandon scholarly andWe should not abandon scholarly andrigorous scientific analysis. However, ifrigorous scientific analysis. However, ifthese efforts result in modelling,these efforts result in modelling,explaining, or describing something that isexplaining, or describing something that isnot, then little if any managerial relevancenot, then little if any managerial relevancecan be extracted from these monumentalcan be extracted from these monumentalefforts. (Lusch 1997:2 [editor,efforts. (Lusch 1997:2 [editor, Journal ofJournal ofMarketing,Marketing, 19961996--1999])1999])


The ultimate objective of marketingThe ultimate objective of marketingresearch is to enable marketingresearch is to enable marketingmanagers and public policy makers usemanagers and public policy makers usetheir understanding of marketingtheir understanding of marketingphenomena to make more effectivephenomena to make more effectivemarketing decisions. (Weitz 1992:2marketing decisions. (Weitz 1992:2[editor,[editor, Journal of Marketing Research,Journal of Marketing Research,19911991--1994])1994])


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BEYOND MANAGERIAL RELEVANCE:BEYOND MANAGERIAL RELEVANCE:THE EXPANSIVE SCOPE OF MARKETINGTHE EXPANSIVE SCOPE OF MARKETINGRELEVANCERELEVANCEAs pointed out by Hunt (2002), most marketingAs pointed out by Hunt (2002), most marketingpractitioners and some marketingpractitioners and some marketingacademicians tend to perceive the entire scopeacademicians tend to perceive the entire scopeof marketing to be profit/micro/normative (i.e.of marketing to be profit/micro/normative (i.e.the entire domain of marketing to be thethe entire domain of marketing to be theanalysis and improvement of the decisionanalysis and improvement of the decision--making processes of marketers.making processes of marketers.


Construing the managerial relevance ofConstruing the managerial relevance ofscholarly research in management solely inscholarly research in management solely interms of the extent to which it focuses onterms of the extent to which it focuses ondecision variables that managers candecision variables that managers caninfluence and examines outcomes ofinfluence and examines outcomes ofinterest to marketing managers may beinterest to marketing managers may berestrictive and limiting. Studies that focusrestrictive and limiting. Studies that focusneither on actionable decision variables norneither on actionable decision variables noron outcome variables of interest toon outcome variables of interest tomarketing managers can be manageriallymarketing managers can be manageriallyrelevant too.relevant too.


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Scholarly research studies that enhanceScholarly research studies that enhancemanagersmanagers’’ understanding of the organizationalunderstanding of the organizationaland and environmental context in which firmsand and environmental context in which firmsoperate and make decisions fall in this genreoperate and make decisions fall in this genre(e.g., research focusing on contextual factors(e.g., research focusing on contextual factorssuch as the culture of countries in which asuch as the culture of countries in which amultinational firm operates). The potentialmultinational firm operates). The potentialcontribution to management knowledge ofcontribution to management knowledge ofsuch research resides in its extending extantsuch research resides in its extending extanttheories by providing evidence of moderatortheories by providing evidence of moderatorvariables that hold implications for actionablevariables that hold implications for actionablemanagement practice.management practice.


In reference to managerial relevance, variantsIn reference to managerial relevance, variantsof the phraseof the phrase ““research focusing on decisionresearch focusing on decisionvariables that managers can manipulatevariables that managers can manipulate andandoutcome variables that managers areoutcome variables that managers areinterested ininterested in”” are commonly invoked.are commonly invoked.However, it is reasonable to assume that theHowever, it is reasonable to assume that theintended message isintended message is ““research focusing onresearch focusing ondecision variables that mangers candecision variables that mangers canmanipulatemanipulate and/orand/or outcome variables thatoutcome variables thatmanagers are interested in.managers are interested in.”” In fact, by design,In fact, by design,the scope of a large body of research with athe scope of a large body of research with ameasurement focus is often limited to eithermeasurement focus is often limited to eitherfactors that a decision maker can influence orfactors that a decision maker can influence oreffects that a decision maker is interested in.effects that a decision maker is interested in.


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As Hunt (2002) pointed out, first, as members ofAs Hunt (2002) pointed out, first, as members ofthe academy, we have a responsibility to respect,the academy, we have a responsibility to respect,uphold and abide by the universityuphold and abide by the university’’s cores coremission, that is, retailing, warehousing, andmission, that is, retailing, warehousing, andproducing knowledge. Second, we must upholdproducing knowledge. Second, we must upholditsits ““grand compactgrand compact”” with society, that is, inwith society, that is, inexchange for academic freedom, we must striveexchange for academic freedom, we must strivefor objective knowledge. Third, as a professionalfor objective knowledge. Third, as a professionaldiscipline we have a responsibility to keep indiscipline we have a responsibility to keep inmind that society is the ultimate client of themind that society is the ultimate client of theknowledge we produce and managementknowledge we produce and managementpractitioners are intermediate clients.practitioners are intermediate clients.


The Many Facets of RelevanceThe Many Facets of RelevanceConsider, for instance, the following facets ofConsider, for instance, the following facets ofrelevance of scholarly research in general:relevance of scholarly research in general:••Direct versus indirect relevanceDirect versus indirect relevance••Latent relevanceLatent relevance••Relevance articulated exRelevance articulated ex--ante by the researcherante by the researcherversus becoming apparent exversus becoming apparent ex--post to the readerpost to the reader••Immediacy of relevanceImmediacy of relevance••FirstFirst--order versus secondorder versus second--order relevanceorder relevance••Breadth of relevanceBreadth of relevance••Conceptual versus instrumental relevanceConceptual versus instrumental relevance••Duration of relevance (enduring versus limited)Duration of relevance (enduring versus limited)


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Direct versus indirect relevanceDirect versus indirect relevance..The managerial relevance of aThe managerial relevance of asignificant body of scholarlysignificant body of scholarlyresearch in business tends to beresearch in business tends to beindirect and somewhat removedindirect and somewhat removedrather than direct.rather than direct.


Latent relevance.Latent relevance. The notion ofThe notion oflatent relevance serves to underscorelatent relevance serves to underscorethe inherent challenges that journalthe inherent challenges that journaleditors and reviewers are faced witheditors and reviewers are faced withwhen striving to make an objectivewhen striving to make an objectiveassessment of the magnitude ofassessment of the magnitude ofpotential relevance of a researchpotential relevance of a researchstudy.study.


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The editor of any journal cannot ignoreThe editor of any journal cannot ignorethat many innovative concepts andthat many innovative concepts andtechniques, like fresh teabags in hottechniques, like fresh teabags in hotwater, at first appear colourless and onlywater, at first appear colourless and onlywith time reveal their impact. Hence, anwith time reveal their impact. Hence, anassessment of the longassessment of the long--term impact andterm impact andrelevance of creative thinking in arelevance of creative thinking in amanuscript may not be apparent in themanuscript may not be apparent in thereview process. (Mahajan 1995:iii [editor,review process. (Mahajan 1995:iii [editor,Journal of Marketing Research,Journal of Marketing Research, 19941994--1997])1997])


Immediacy of relevance.Immediacy of relevance. There isThere isoften a tendency to make anoften a tendency to make anassessment of the value of aassessment of the value of ascholarly research study from thescholarly research study from thestandpoint of its potentialstandpoint of its potentialrelevance in the immediate timerelevance in the immediate timehorizon.horizon.


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Much of intellectually exciting research inMuch of intellectually exciting research inmarketing is in areas where shortmarketing is in areas where short--termtermapplication is not likely to occur. Whileapplication is not likely to occur. Whileresearch impact is always satisfying (after all,research impact is always satisfying (after all,we work for business schools), there shouldwe work for business schools), there shouldstill be room for research contributions thatstill be room for research contributions thatdo not have obvious, shortdo not have obvious, short--term uses. Asterm uses. Asalways, the market mechanism (scholarlyalways, the market mechanism (scholarlyjournals and research supplier adoption)journals and research supplier adoption)provides an evaluation of research paperprovides an evaluation of research paperquality, relevance and impact. (Green 1997)quality, relevance and impact. (Green 1997)


““The university is one of veryThe university is one of veryfew social institutions wherefew social institutions whereimmediate usefulness is not aimmediate usefulness is not arequirement. Scholarship thatrequirement. Scholarship thatis not immediately useful mayis not immediately useful mayelevate societyelevate society”” (Wells 1993b)(Wells 1993b)


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FirstFirst--order versus secondorder versus second--orderorderrelevance.relevance. In addition to intendedIn addition to intendedrelevance articulated ex ante, it isrelevance articulated ex ante, it isconceivable that ex post, theconceivable that ex post, thepotential relevance of a specificpotential relevance of a specificresearch endeavour in otherresearch endeavour in othercontexts might become apparent.contexts might become apparent.


In the field of marketing, it is notIn the field of marketing, it is notuncommon for a research studyuncommon for a research studyfocusing on a substantive issue in afocusing on a substantive issue in aparticular subfield within marketingparticular subfield within marketing(e.g., advertising) to have a significant(e.g., advertising) to have a significantimpact on future research in otherimpact on future research in othersubfields within marketing as asubfields within marketing as aconsequence of its methodologicalconsequence of its methodologicalcontribution.contribution.


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For example, it is conceivable that theFor example, it is conceivable that thefirst metafirst meta--analysis study on aanalysis study on asubstantive issue in marketingsubstantive issue in marketingprovided the impetus for researchers toprovided the impetus for researchers toundertake metaundertake meta--analysis studies ofanalysis studies ofother substantive issues in marketingother substantive issues in marketingsuch as customer satisfaction,such as customer satisfaction,innovation, market pioneering, pricing,innovation, market pioneering, pricing,and sales management.and sales management.


Such possibilities point to the potentialSuch possibilities point to the potentialfirstfirst--order relevance (the potentialorder relevance (the potentialcontribution of a particular researchcontribution of a particular researchstudy to knowledge in a subfield withinstudy to knowledge in a subfield withinthe substantive domain ofthe substantive domain ofmanagement) and secondmanagement) and second--orderorderrelevance (the potential impact of therelevance (the potential impact of thestudy on future research in other fieldsstudy on future research in other fieldsof study within the domain ofof study within the domain ofmanagement).management).


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RELEVANCE AND RIGOR OF ACCUMULATED KNOWLEDGERELEVANCE AND RIGOR OF ACCUMULATED KNOWLEDGEAT THE DISCIPLINE LEVELAT THE DISCIPLINE LEVEL

Consider, for instance, the implications of theConsider, for instance, the implications of thefollowing on the advancement of the field offollowing on the advancement of the field ofmanagement;management;••Conceptual definitions and constructConceptual definitions and constructoperationalizations being idiosyncratic tooperationalizations being idiosyncratic toindividual studies (or subsets of studies),individual studies (or subsets of studies),coupled with the tendency to propose newcoupled with the tendency to propose newdefinitions for even fairly well establisheddefinitions for even fairly well establishedconstructs, building on numerous otherconstructs, building on numerous otherdefinitions of the construct advanced to date.definitions of the construct advanced to date.


••Proliferation of new constructs, coupledProliferation of new constructs, coupledwith lack of clear articulation of how awith lack of clear articulation of how anewly proposed construct aids innewly proposed construct aids inenhancing our understanding of aenhancing our understanding of aphenomenon of interest, and isphenomenon of interest, and isconceptually distinct from relatedconceptually distinct from relatedconstructs.constructs.


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KmetzKmetz’’s (2002) enumeration of the following ass (2002) enumeration of the following asimpediments to the advancement of the field ofimpediments to the advancement of the field oforganizational science seem to ring true in theorganizational science seem to ring true in thecontext of the field ofcontext of the field of managementmanagement as well:as well:••Lack of baseline nomenclature andLack of baseline nomenclature andoperationalizations inhibiting meaningfuloperationalizations inhibiting meaningfulcomparison and cumulation of research acrosscomparison and cumulation of research acrossstudiesstudies••Absence of standardised definitions andAbsence of standardised definitions andoperationalizations resulting in a lack of a commonoperationalizations resulting in a lack of a commonbasis for interpretation of research focusing onbasis for interpretation of research focusing onspecific variables and relationshipsspecific variables and relationships••Ambiguity concerning what exactly is beingAmbiguity concerning what exactly is beingmeasured due to the absence of standardisedmeasured due to the absence of standardiseddefinitions.definitions.


In this regard, Kinnear (1999), a formerIn this regard, Kinnear (1999), a formereditor of theeditor of the Journal of MarketingJournal of Marketing and theand theJournal of Public Policy and MarketingJournal of Public Policy and Marketing,,noted,noted, ““At the most elementary level, it isAt the most elementary level, it isalmost impossible to do highalmost impossible to do high--qualityqualityresearch that builds the state of knowledgeresearch that builds the state of knowledgewithout a set of agreed definitions.without a set of agreed definitions.”” (p. 113).(p. 113).


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There are multiple (far too many)There are multiple (far too many)definitions and operationalizations ofdefinitions and operationalizations ofconstructs central to our field of study.constructs central to our field of study.Also, proliferation of new constructsAlso, proliferation of new constructswhose conceptual distinctiveness relativewhose conceptual distinctiveness relativeto extant constructs and their potential toto extant constructs and their potential toshed new insights into understanding of ashed new insights into understanding of aphenomenon not being clearly articulated.phenomenon not being clearly articulated.


The longitudinal tracer is aThe longitudinal tracer is amiddle range methodology formiddle range methodology forinvolving practitioners moreinvolving practitioners moreclosely with the researchclosely with the researchprocess.process.


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‘‘move toward theories of the middle rangemove toward theories of the middle range…… Theories [that] are solutions toTheories [that] are solutions toproblems that contain a limited number ofproblems that contain a limited number ofassumptions and considerable accuracyassumptions and considerable accuracyand detail in the problem specification.and detail in the problem specification.The scope of the problem is also ofThe scope of the problem is also ofmanageable size. To look for theories ofmanageable size. To look for theories ofthe middle range is to prefigure problemsthe middle range is to prefigure problemsin such a way that the number ofin such a way that the number ofopportunities to discover solutions isopportunities to discover solutions isincreased without becoming infinite.increased without becoming infinite.((WeickWeick, 1989, p. 521), 1989, p. 521)’’


The tracer is a methodological middleThe tracer is a methodological middle--range approach that takes account ofrange approach that takes account ofrelevancy and which involvesrelevancy and which involvespractitioners in the research process.practitioners in the research process.The methodological approach isThe methodological approach isconsistent with middleconsistent with middle--range theoryrange theoryand thinking, and involves skeletal priorand thinking, and involves skeletal priortheory, tags, a practitioner network, andtheory, tags, a practitioner network, andcontinuous reflexivity. The longitudinalcontinuous reflexivity. The longitudinaltracer study can be a useful middletracer study can be a useful middle--range solution to help close therange solution to help close theresearcherresearcher--practioner gap.practioner gap.


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The question is how to bridgeThe question is how to bridgethe researcherthe researcher--practitioner gap.practitioner gap.One solution is middle rangeOne solution is middle rangethinking.thinking.


Middle Range ThinkingMiddle Range Thinking

Bacharach (19899 argues thatBacharach (19899 argues thatmanagement researchers who seek tomanagement researchers who seek toinfluence practice are really craftinfluence practice are really craft--persons who look for limited or middlepersons who look for limited or middlerange explanations for organisationalrange explanations for organisationalphenomena. Typically, rigour is tophenomena. Typically, rigour is tosome extent compromised forsome extent compromised forrelevance and the achievement ofrelevance and the achievement ofsolvable problems.solvable problems. WeickWeick (1989)(1989)suggests that organisational researchsuggests that organisational researchshould.should.


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The gap can only be bridged byThe gap can only be bridged bya position that is high in botha position that is high in boththeoretical/methodologicaltheoretical/methodologicalrigour and practical relevance.rigour and practical relevance.



One of the important questions relates to theOne of the important questions relates to theconcentration of researchconcentration of research 1) might academic1) might academicresearch be marginalised compared to otherresearch be marginalised compared to otherresearch sectors in the near future, and underresearch sectors in the near future, and underwhat conditions? 2) will academic researchwhat conditions? 2) will academic researchbecome more concentrated in a fewbecome more concentrated in a fewinstitutions in the future (or carried out byinstitutions in the future (or carried out byspecialised staff within institutions) and willspecialised staff within institutions) and willthe distinction betweenthe distinction between ““researchresearch”” andand““scholarshipscholarship”” spread in the future? and 3)spread in the future? and 3)how might this affect the profiles of researchhow might this affect the profiles of researchin different countries?in different countries?

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Academic leadership and researchAcademic leadership and researchexcellence depends on having aexcellence depends on having asense of the big changes andsense of the big changes andacting on them before they areacting on them before they areobvious to everyone elseobvious to everyone else ……!!…… Yes, No or Maybe !Yes, No or Maybe !

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Relevance and Rigour of Scholarly Research in Management · Research in Marketing 1 ... Service (advancing and applying knowledge) 4. ... A review of empirical research on scientific