First steps to creating high impact theory in marketing #MMPMIDC7695586
Bolton RN
ä-/-ä 2020[]; 10 (3-4): 172-8 PMIDC7695586show ga
The business research ecosystem can be transformed by responsible research principles. This commentary offers concrete guidance for developing high impact theory; it provides a tool to assess research benefits and identify participating stakeholders. It also calls for improving doctoral training, countering risk aversion in research topic selection, re-aligning faculty incentives, and leveraging academic institutions.