The value of context-specific studies for marketing
Keywords: 
Research
Scientometrics
Philosophy of science
Industry
Relevance
Generalization
Generalizability
Context-specific
Pharmaceutical
Video game
Movie
Platform market
Sharing economy
Technology
Issue Date: 
2-Jul-2022
Publisher: 
Springer
ISSN: 
1552-7824
Note: 
This article is licensed under a Creative Commons Attribution 4.0 International License,
Citation: 
Stremersch, S. (Stefan); Gonzalez, J. (Jorge); Valentí, A. (Albert); et al. "The value of context-specific studies for marketing". Journal of the Academy of Marketing Science. (51), 2022-07-02, 50 - 65
Abstract
This paper clarifies why context-specific studies have scientific merit and provides recommendations to authors and journal stewards on how to develop them well. A context-specific study is a study in a unique setting yielding conclusions that can be considered to have limited generalizability to other settings. A firm’s industry—think of pharmaceuticals, video games, movies, platform markets, sharing economy—may represent an unambiguous example of a specific context. Unfortunately, the generalizability-specificity dilemma is often misunderstood. Generalizability is excessively heralded as the ideal, and studies in specific contexts are too often denigrated, while both intrinsically can be valuable to the advancement of knowledge. The present paper aims to (1) provide a more nuanced system of beliefs for marketing scholarship to adopt in favor of specificity; (2) offer a helping hand to authors and editors when developing and publishing context-specific studies; (3) review successful examples from the prior literature; and (4) offer clear implications for scholars.
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