AMS Review Volume 6 Issue 4

Journal Article

Marketing’s forthcoming Age of imagination

Zaltman, Gerald

2016 AMS Review

Imagination is essential to marketing scholarship and practice. However, it is neither well understood nor sufficiently used. This paper encourages giving more attention to imagination by highlighting issues meriting further understanding. Readers are encouraged to ask questions such as: Why is...

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Journal Article

What makes a good theory practical?

Calder, Bobby; Tybout, Alice

2016 AMS Review

doi:10.1007/s13162-016-0084-1

This paper builds upon Zaltman’s call for greater imagination in theory and practice by exploring the role of imagination in building and applying good theories. It begins by juxtaposing everyday associations to the concept of imagination with scientists’ goal of developing theories that are...

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Journal Article

Reflections on marketing and imagination

Wilkie, William

2016 AMS Review

doi:10.1007/s13162-016-0085-0

This commentary on Professor Gerald Zaltman’s essay on Imagination in Marketing first commends the range and depth of this stimulating essay. The author then takes up some specific points made by Dr. Zaltman, illustrating how they have been manifested in his own academic experiences in the world...

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Journal Article

From fragmentation to imagination: moving to Marketing’s next Era

Coulter, Robin

2016 AMS Review

doi:10.1007/s13162-016-0087-y

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Journal Article

Consumer cooperatives: uncovering the value potential of customer ownership

Talonen, Antti; Jussila, Iiro; Saarijärvi, Hannu; Rintamäki, Timo

2016 AMS Review

doi:10.1007/s13162-016-0083-2

The consumer cooperative enterprise is becoming an increasingly noteworthy company form. Various forms of sharing economy and recent initiatives in collaborative consumption further amplify the relevance of a company form wherein the members have a dual role, acting both as owners and as...

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Journal Article

Leveraged marketing communications: a framework for explaining the effects of secondary brand associations

Bergkvist, Lars; Taylor, Charles

2016 AMS Review

doi:10.1007/s13162-016-0081-4

This paper focuses on the concept of Leveraged Marketing Communications (LMC) and provides the first comprehensive definition of the concept. LMC are defined here as brand building strategies that pair a brand with another object for the purpose of enabling the brand to benefit from the...

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Journal Article

Developing a conceptual model of small independent retailers in developing economies: the roles of embeddedness and subsistence markets

Sarkar, Dev; Kundu, Kaushik; Chaudhuri, Himadri

2016 AMS Review

doi:10.1007/s13162-016-0086-z

A review of the four possible classes of retailers indicates the need to develop a conceptual model of independent retailers in developing economies. While independents are declining across established markets, such entities are of pivotal importance in developing economies. The present article...

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