2021
DOI: 10.1177/00222429211028145
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R2M Index 1.0: Assessing the Practical Relevance of Academic Marketing Articles

Abstract: Using text-mining we develop version 1.0 of the Relevance to Marketing (R2M) Index, a dynamic index that measures the topical and timely relevance of academic marketing articles to marketing practice. The index assesses topical relevance based on a dictionary of marketing terms derived from 50,000 marketing articles published in practitioner outlets from 1982 to 2019. Timely relevance is based on the prevalence of academic marketing topics in practitioner publications at a given time. We classify topics into f… Show more

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Cited by 27 publications
(17 citation statements)
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“…Web data also have advanced marketing by improving measurement by efficiently collecting diverse variables. Therefore, as a fourth direction, we discuss how web data can improve measurement across the discipline, particularly by rejuvenating interest in core marketing topics (e.g., market orientation, advertising; for an overview of these topics, see Jedidi et al [2021]). Relatedly, researchers can also leverage APIs to effectively integrate algorithms for processing unstructured data at scale into empirical analyses (Wedel and Kannan 2016).…”
Section: Future Research Opportunities With Web Datamentioning
confidence: 99%
“…Web data also have advanced marketing by improving measurement by efficiently collecting diverse variables. Therefore, as a fourth direction, we discuss how web data can improve measurement across the discipline, particularly by rejuvenating interest in core marketing topics (e.g., market orientation, advertising; for an overview of these topics, see Jedidi et al [2021]). Relatedly, researchers can also leverage APIs to effectively integrate algorithms for processing unstructured data at scale into empirical analyses (Wedel and Kannan 2016).…”
Section: Future Research Opportunities With Web Datamentioning
confidence: 99%
“…More recently, the calls for critical self-examination have reached a crescendo (e.g. Chandy et al, 2021;Conduit et al, 2021;Harrigan et al, 2021;Jedidi et al, 2021;Schmitt et al, 2022). The primary concerns of scholars have been the lack of urgency to embrace societal purpose (Chandy et al, 2021;Haenlein et al, 2022;Lindgreen et al, 2021a) and the relevance of marketing scholarship to practice (Jedidi et al, 2021;Wieland et al, 2021).…”
Section: Sdgs and Marketing Scholarshipmentioning
confidence: 99%
“…Chandy et al, 2021;Conduit et al, 2021;Harrigan et al, 2021;Jedidi et al, 2021;Schmitt et al, 2022). The primary concerns of scholars have been the lack of urgency to embrace societal purpose (Chandy et al, 2021;Haenlein et al, 2022;Lindgreen et al, 2021a) and the relevance of marketing scholarship to practice (Jedidi et al, 2021;Wieland et al, 2021). Various scholars have strongly argued for a scholarship approach that has a societal purpose as well as an impact at various levels (e.g.…”
Section: Sdgs and Marketing Scholarshipmentioning
confidence: 99%
“…Pricing is an integral part of marketing and remains at the core of marketing theory, practice, and education (Jedidi et al, 2021), with a shift in pricing research from approaches based on economics (Hauser, 1984), to a growing theoretical base built upon concepts of price embedded in customer value (Chen & Gallego, 2019). The importance of developing our understanding of pricing theory is also reflected in managers' longstanding difficulty in determining the right price (Dolan & Simon, 1997;Lancioni, 2005).…”
Section: The Ethics Of Pricingmentioning
confidence: 99%