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Physics envy

Physics envy 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Marketing Intelligence & Planning Emerald Publishing

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Publisher
Emerald Publishing
Copyright
Copyright © 2007 Emerald Group Publishing Limited. All rights reserved.
ISSN
0263-4503
DOI
10.1108/02634500710747743
Publisher site
See Article on Publisher Site

Abstract

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.

Journal

Marketing Intelligence & PlanningEmerald Publishing

Published: May 15, 2007

Keywords: Marketing; Physics; Research

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