IRS Bastian Kindermann
Tuesday, 10 May 2016, 10am - 12 noon, TIM Social Area
The Impact of Marketing scholarship
Marketing scholarship has traditionally been accused of “borrowing excessively” from fields such as psychology, sociology or economics, while not providing reciprocal payback. Some suggest that these unbalanced idea flows are particularly prevalent in the area of theory. But what really is behind such claims? Can they actually be substantiated in empirical evidence? It is this study’s objective to shed light on the idea in- and outflows of the discipline of Marketing. Drawing on a network analysis approach, we examine citation patterns of more than 38,000 articles published between 2000 and 2014 in 30 academic journals from the field of Marketing and related disciplines. A subsequent topic modeling analysis allows us to identify and further characterize those topics that constitute Marketing’s idea outflow. Related findings provide intriguing insights on the impact of Marketing scholarship on related disciplines.