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This study examines how scholarly research on marketing has evolved since the beginning of the millennium, and how the marketing academia has responded to the call for reform in 2006. The main purpose of the study is to find out the directions in which the marketing academia was before the call of reform and how/if the direction changed after the call of reform and has/has not evolved the marketing concept. The call for a reform in marketing academia has pointed out the number of issues which marketing has been facing, yet no proper actions were taken by the scholarly body in the past. This study investigates the topics of study which were in focus before the call of reform in comparison to the topics which were emphasized on after the call. In order to understand if changes took place, the authors used a bibliometrics approach known as co-word analysis. VOSviewer software was used for carrying out co-word (keyword co-occurrence) analysis. The data for the study was attained via the SCOPUS database. The body of literature under review is comprised of a corpus of 3,618 articles from top 11 marketing journals according to the citation index of SCOPUS database. In addition to general marketing journals, the list includes journals from some of the specialized areas such as channel and supply management, consumer behaviour, interactive and international marketing. The keyword analysis sought to identify trends in marketing research and compared findings to the call of a possible reform in the field of marketing as presented in the 2006 compilation of articles written by over 40 well-known scholars in the marketing discipline edited by Sheth and Sisodia. Through keyword analysis, the authors developed eight themes to which the keywords belonged. The keyword analysis empirically confirms and theoretically proves there is a change in trend since the call of reform which shows the changes taking place in the evolution of marketing concept. A lot of new topics appeared which the call had emphasized on, lots of the topics were left behind, and several were carried on after the call. Based on the results of the analysis we hold that the call for the reform was responded by the academia to a certain extent. These results of the study are useful to see how the academia responded to call for reform and to see the changes brought in the marketing research since the call for reform. Alongside, to the knowledge of authors, there currently is no study to see whether the call for reform by the top marketing scholars was given any importance or not, or whether if it brought any changes.

Purpose Change is continuous and leaves many digital traces in contemporary organizations, while research on change usually lacks such continuity. The purpose of this paper is to test and explore the claim that change can be monitored through employee discourse. In doing so, the authors introduce basic text mining methods to detect prevailing keywords and their changes over time. Such monitoring of content and its change promises a continuous feedback and improvement for change management efforts. Design/methodology/approach The authors use a mixed research design, combining an ethnographic approach with digital methods. The quantitative element of the method involves applying text mining techniques to a document corpus that is representative of people in organizations, and is originally collected as part of a relatively common performance management system. The findings about discursive categories and their change patterns through time are then combined with observations and secondary information about change management for interpretation. Findings By combining these measurements with additional information about the change program in focus, the authors develop an interpretation of the dynamics of organizational change. Results showed that even in a successfully implied change effort that realize the planned targets, change does not occur directly and fully, with some elements of discourse being more persistent than others. Research limitations/implications Method of the research presents a new way of monitoring discursive change. Its incorporation into practice potentially allows for timely correction of change efforts and increasing possibility of success. Originality/value This research provides a framework for understanding how, and to what extent, planned change efforts effect organizations. Furthermore, the method developed in this research presents an innovative approach to monitor discursive change and timely managerial intervention.

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The purpose of this study is to explore the literature of social capital on career development.