TY - JOUR
AU1 - Alan Tapp
AB - Purpose – This paper seeks to identify and discuss a phenomenon with a hidden but severe impact on the conduct of research and teaching in marketing. Design/methodology/approach – Solicited as a viewpoint contribution, with permission to think aloud. Findings – Physics, as the archetypal “proper” science, has exerted an undue and malign influence within universities on perceptions of scholarliness in “soft” sciences such as marketing, and hence on the applicability of its research and teaching. But the anti‐science commentators may protest too much; the key question is how science is applied. Physics envy could therefore have a positive outcome, if debate is encouraged. Practical implications – There are obvious implications for the structure of research and teaching in university departments and sub‐departments of marketing, in the UK and elsewhere. Originality/value – A polemic, but one with a balanced conclusion.
TI - Physics envy
JF - Marketing Intelligence & Planning
DO - 10.1108/02634500710747743
DA - 2007-05-15
UR - https://www.deepdyve.com/lp/emerald-publishing/physics-envy-IYKtD2vxY7
SP - 229
EP - 231
VL - 25
IS - 3
DP - DeepDyve
ER -