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Intellectual contributions and gap-spotting

Tadajewski, Mark and Hewer, Paul (2011) Intellectual contributions and gap-spotting. Journal of Marketing Management, 27 (5-6). pp. 449-457. ISSN 0267-257X

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Abstract

For this editorial, we would like to discuss the framing of intellectual contributions. High-quality research, we argue, needs to be interesting, surprising, and compelling (Hubbard & Lindsay, 2002; Johnson 2003; Sandberg & Alvesson 2011; Stewart 2009). It must revise and refine our conceptual and theoretical vocabularies, offering the potential to enrich marketing practices of all types. Whilst marketing has traditionally been associated with logical empiricist-based research, we wish to see contributions from across the research spectrum. As well as being interested in the production of knowledge for marketing management, we hope to see submissions that take marketing management as an object for analysis, where marketing practices and knowledge are subjected to the academic gaze for new insights to emerge.