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Consumer-based strategy: using multiple methods to generate consumer insights that inform strategy

Consumer-based strategy: using multiple methods to generate consumer insights that inform strategy J. of the Acad. Mark. Sci. (2016) 44:281–285 DOI 10.1007/s11747-016-0476-7 EDITORIAL Consumer-based strategy: using multiple methods to generate consumer insights that inform strategy Rebecca Hamilton Published online: 22 February 2016 Academy of Marketing Science 2016 As the field of marketing has expanded and matured, it is What is consumer-based strategy? natural to observe more methodological specialization among researchers. Methodological proficiency—whether Consumer-based strategy is organizational strategy that is de- in econometrics, analytical modeling, experimental design, veloped based on insights about consumers. Such strategy can or ethnography—is critical for publishing in top journals be developed based on understanding consumers’ wants and but takes years to develop. One of the consequences needs (e.g., Lam et al. 2013;Olson 2013), the costs consumers highlighted by panel discussions at several recent confer- incur to purchase and own goods and services (e.g., Choi et al. ences (e.g., BMarketing as a Field: Are We Progressing or 2014; Zielke and Komor 2015), the convenience of obtaining Losing our Cohesiveness?^ at Summer AMA 2014) is the goods and services (e.g., Baker and Wakefield 2012; Lim et al. increasing division of the field based on methodology. 2015), or what makes communication between the organiza- Doctoral students are specializing earlier, and http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of the Academy of Marketing Science Springer Journals

Consumer-based strategy: using multiple methods to generate consumer insights that inform strategy

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References (25)

Publisher
Springer Journals
Copyright
Copyright © 2016 by Academy of Marketing Science
Subject
Business and Management; Business and Management, general; Marketing; Social Sciences, general
ISSN
0092-0703
eISSN
1552-7824
DOI
10.1007/s11747-016-0476-7
Publisher site
See Article on Publisher Site

Abstract

J. of the Acad. Mark. Sci. (2016) 44:281–285 DOI 10.1007/s11747-016-0476-7 EDITORIAL Consumer-based strategy: using multiple methods to generate consumer insights that inform strategy Rebecca Hamilton Published online: 22 February 2016 Academy of Marketing Science 2016 As the field of marketing has expanded and matured, it is What is consumer-based strategy? natural to observe more methodological specialization among researchers. Methodological proficiency—whether Consumer-based strategy is organizational strategy that is de- in econometrics, analytical modeling, experimental design, veloped based on insights about consumers. Such strategy can or ethnography—is critical for publishing in top journals be developed based on understanding consumers’ wants and but takes years to develop. One of the consequences needs (e.g., Lam et al. 2013;Olson 2013), the costs consumers highlighted by panel discussions at several recent confer- incur to purchase and own goods and services (e.g., Choi et al. ences (e.g., BMarketing as a Field: Are We Progressing or 2014; Zielke and Komor 2015), the convenience of obtaining Losing our Cohesiveness?^ at Summer AMA 2014) is the goods and services (e.g., Baker and Wakefield 2012; Lim et al. increasing division of the field based on methodology. 2015), or what makes communication between the organiza- Doctoral students are specializing earlier, and

Journal

Journal of the Academy of Marketing Science – Springer Journals

Published: Feb 22, 2016

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