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Challenging the Boundaries of Marketing

Challenging the Boundaries of Marketing

Since its founding in 1936, [Journal of Marketing] has played a significant role in shaping the content and boundaries of the marketing discipline.

Christine Moorman, Harald J. van Heerde, C. Page Moreau, and Robert W. Palmatier | Journal of Marketing, 2019

Too often, marketing research stays within the safe confines of familiar theories, assumptions, and study topics. This Journal of Marketing series of conceptual articles is intended to offer disruptive ideas and advance new areas of inquiry that do exactly what the title describes: challenge the boundaries of marketing as a discipline of study and a field of practice.

Access the Current Articles and Commentaries in the Series

Challenging the Boundaries of Marketing,” Christine Moorman, Harald J. van Heerde, C. Page Moreau, and Robert W. Palmatier, Journal of Marketing (Sept 2019)

Marketing in the Sharing Economy,” Giana M. Eckhardt, Mark B. Houston, Baojun Jiang, Cait Lamberton, Aric Rindfleisch, and Georgios Zervas,  Journal of Marketing (Sept 2019)

Commentary: Marketing and the Sharing Economy: Digital Economy and Emerging Market Challenges,” Yubo Chen and Liantao (Tarry) Wang, Journal of Marketing (Sept 2019)

Commentary: The Twilight of Brand and Consumerism? Digital Trust, Cultural Meaning, and the Quest for Connection in the Sharing Economy,” Arun Sundararajan, Journal of Marketing (Sept 2019)

Uniting the Tribes: Using Text for Marketing Insight,” Jonah Berger, Ashlee Humphreys, Stephan Ludwig, Wendy W. Moe, Oded Netzer, and David A. Schweidel, Journal of Marketing (Jan 2020)

Commentary: Mind Your Text in Marketing Practice,” Chris Chapman, Journal of Marketing (Jan 2020)

A Theories-in-Use Approach to Building Marketing Theory, ” Valarie A. Zeithaml, Bernard J. Jaworski, Ajay K. Kohli, Kapil R. Tuli, Wolfgang Ulaga, and Gerald Zaltman, Journal of Marketing (Jan 2020)

Creating Boundary-Breaking, Marketing-Relevant Consumer Research,” Deborah J. MacInnis, Vicki G. Morwitz, Simona Botti, Donna L. Hoffman, Robert V. Kozinets, Donald R. Lehmann, John G. Lynch Jr., and Cornelia Pechmann, Journal of Marketing (Mar 2020)

Branding in a Hyperconnected World: Refocusing Theories and Rethinking Boundaries,” Vanitha Swaminathan, Alina Sorescu, Jan-Benedict E.M. Steenkamp, Thomas Clayton Gibson O’Guinn, Bernd Schmitt, Journal of Marketing (Mar 2020)

Submitting Proposals

The Journal of Marketing Editorial team welcomes new proposals for “Challenging the Boundaries” articles. These articles may take a year to develop, proposals will be accepted through January 2021. Teams should submit a three- to five-page proposal that establishes the importance of the topic, how they intend to challenge the boundaries, and why it is ripe for inclusion in the series. Proposals should describe the team members and make the case for their breadth, diversity, and expertise. Importantly, the proposal should also contain statements about the team members’ willingness to work together and commit to the article. Proposals should be sent to the Editor in Chief at