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Impact for good: a journey toward impact through marketing scholarship

Maura L. Scott (The Dr. Persis E. Rockwood School of Marketing, College of Business, Florida State University, Tallahassee, Florida, USA)
Martin Mende (The Dr. Persis E. Rockwood School of Marketing, College of Business, Florida State University, Tallahassee, Florida, USA)

European Journal of Marketing

ISSN: 0309-0566

Article publication date: 16 November 2022

Issue publication date: 21 November 2022

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Abstract

Purpose

This study aims to propose approaches to cocreating new knowledge at the intersection of theory, practice, policy and consumers, broadly inspired by the United Nations’ sustainable development goals.

Design/methodology/approach

Following a process perspective, this study’s approach begins with a well-being-related problem and collaboratively works with stakeholders to exchange, disseminate and generate knowledge, with the goal of helping to improve quality-of-life for consumers.

Findings

To demonstrate applications of impact in action, this study provides illustrative cases from three scholarly research collaborations that involve working closely with organizations in health-care and financial services.

Research limitations/implications

This research provides recommendations for facilitating impactful research collaborations.

Practical implications

This study emphasizes the vital role that consumers and practitioners play in collaboration for impact.

Originality/value

A central theme in this work is the idea that being more inclusive of vulnerable and previously underserved customer populations can lead to potentially beneficial outcomes for consumers and firms, while also helping to facilitate the creation of new scholarly marketing knowledge in the process.

Keywords

Citation

Scott, M.L. and Mende, M. (2022), "Impact for good: a journey toward impact through marketing scholarship", European Journal of Marketing, Vol. 56 No. 9, pp. 2573-2585. https://doi.org/10.1108/EJM-03-2022-0153

Publisher

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Emerald Publishing Limited

Copyright © 2020, Emerald Publishing Limited

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