Quotation Franke, Nikolaus, Mazanec, Josef. 2006. The six scientific identities of marketing: A vector quantization of research approaches. European Journal of Marketing 40 (5/6): S. 634-661.




Purpose: This article provides an empirical identification of groups of marketing scholars who share common beliefs about the role of science and the logic of scientific discovery. Design: We use Topology Representing Network quantization to empirically identify classes of marketing researchers within a representative sample of marketing professors. Findings: We find six distinct classes of marketing scholars. They differ with regard to popularity (size) and productivity (levels of publication output). Comparing the sub-samples of German-speaking and US respondents shows cross-cultural differences. Value: The study enhances our understanding of the current scientific orientation(s) of marketing. It may help to motivate marketing scholars to ponder on their own positions and assist them in judging where they may belong. Future comparisons over time would give us indication about the future of the academic discipline of marketing.


Press 'enter' for creating the tag

Publication's profile

Status of publication Published
Affiliation WU
Type of publication Journal article
Journal European Journal of Marketing
Citation Index SSCI
WU-Journal-Rating new MAR-C, STRAT-C, WH-B
Language German
Title The six scientific identities of marketing: A vector quantization of research approaches
Volume 40
Number 5/6
Year 2006
Page from 634
Page to 661
Reviewed? Y
DOI http://dx.doi.org/10.1108/03090560610657877


Franke, Nikolaus (Details)
Mazanec, Josef (Details)
Google Scholar: Search