The purpose of this viewpoint is to analyze and interpret the author’s career as a researcher in marketing.
This viewpoint applies case theory (Gummesson, 2017a), in which the author is the case.
One 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.
The 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.
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