Hope for a stronger discipline of marketing

Abstract

To a new generation of marketing scholars, Shelby Hunt might be identified with Resource-Advantage (RA) Theory, marketing theory books, or philosophy of science debates from the 1980s. This article intends to put Hunt's publishing efforts into a richer perspective for the reader. The outcome of Hunt's works has strengthened the marketing discipline and allowed it to avoid being taken over by neighboring disciplines in business academia, such as management. The article first offers an overview of Hunt's works and what characterizes his body of work that should matter to marketing scholars. This article then focuses on some of Hunt's macromarketing and ethics contributions to highlight how his work in these areas has boosted the efforts of other scholars in the process of knowledge creation. The article closes with some thoughts on future research possibilities within the marketing discipline that are now warranted.

Shelby D. Hunt’s contributions to the marketing discipline: Research programs, impact, and compelling opportunities

“…The fourth paper by Peterson and Park (2021) (i) starts with a discussion of the role of Professor Hunt's research into the nature and scope of marketing in establishing marketing as a field of study that stands on its own, (ii) focuses on Hunt's macromarketing and ethics contributions in the process of relevant knowledge creation, and (iii) provides thoughts on future research possibilities on the foundations of Professor Hunt's contributions. Recognizing Professor Hunt as a research ranger who published a total of 180 journal articles with 54 in marketing theory and philosophy of marketing science, 53 in strategy, competition, and marketing management, 31 in relationship marketing and channels, 37 in macromarketing, ethics, and social responsibility, and 5 in consumer behavior, education, and other topics, Peterson and Park (2021) laud Professor Hunt's research as boundary spanning and bridge building efforts. Peterson and Park (2021) conclude by calling on marketing scholars to emulate Hunt in examining emerging ethical issues in marketing like neuromarketing, globalization in Asia, and potential moderators of ethicality.…”

“…Recognizing Professor Hunt as a research ranger who published a total of 180 journal articles with 54 in marketing theory and philosophy of marketing science, 53 in strategy, competition, and marketing management, 31 in relationship marketing and channels, 37 in macromarketing, ethics, and social responsibility, and 5 in consumer behavior, education, and other topics, Peterson and Park (2021) laud Professor Hunt's research as boundary spanning and bridge building efforts. Peterson and Park (2021) conclude by calling on marketing scholars to emulate Hunt in examining emerging ethical issues in marketing like neuromarketing, globalization in Asia, and potential moderators of ethicality.…”