PurposeThe purpose of this viewpoint is to analyze and interpret the author’s career as a researcher in marketing.Design/methodology/approachThis viewpoint applies case theory (Gummesson, 2017a), in which the author is the case.FindingsOne should respect the difficulty of understanding the complex and dynamic world of marketing and not be fooled into premature generalizations and reverence to established theory.Originality/valueThe emphasis is on marketing as a revenue-generating activity through interaction in the network of complex relationships; the need for less ritualistic research methodology; and the orientation toward theory generation, decision-making, implementation and achievement of desired results.
Journal of Historical Research in Marketing – Emerald Publishing
Published: Nov 18, 2019
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