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Email Date 2017-09-11 10:32:17
Title Thoughts from the Brightest Minds in Marketing: JGSMS Invitation Series

Dear Colleague,

Journal of Global Scholars of Marketing Science (JGSMS) has recently
published following articles by some of the brightest minds in marketing:

Donald R. Lehmann (2017), Creating and writing effective research
Journal of Global Scholars of Marketing Science, Vol. 27 Issue 3, 171-179.
- Author: Donald R. Lehmann (Columbia University Graduate School of Business)
- Abstract: A successful career as an academic researcher is generally driven by intrinsic interest,
good taste in problem selection, careful execution (effort), and good communication. Different
approaches have proven to be successful and different researchers are suited to different styles.
Nonetheless, some general characteristics underlie much successful research. Importantly, unless
a person is interested in a problem (and others are also), there is little chance the work will be
completed and, if it is, it will have impact. Further, most successful research addresses a relevant
problem and is analyzed and communicated in a straightforward way. Importantly, however, no
single approach is best. Rather, each researcher is best off tailoring their approach to their own
skills and interests.

Christian Grönroos (2017), Relationship marketing and service: An update
Journal of Global Scholars of Marketing Science, Vol. 27 Issue 3, 201-208.
- Author: Christian Grönroos (Hanken School of Economics)
- Abstract: In marketing, service and relationships interrelate. Service is based on relationships
between actors, and according to the Nordic school research tradition, relationship marketing
cannot be implemented without service. The development of service logic in the literature
emphasizes that adopting a service perspective on their business and marketing enables
service firms and product manufacturers alike to develop, maintain and enhance relationships
with customers. From the customers point of view, all firms are service firms. Promise theory
points out that promises made by conventional sales and marketing efforts must be successfully
kept. Otherwise marketing will fail. The present article describes connections between service
logic and relationship marketing, and between promise making and promise keeping. To implement
relationship marketing, deep understanding of service culture and internal marketing as strategic
management issues is central. Therefore, integrated management of the marketing and organizational
behavior interface is imperative. This warrants cross-functional and inter-disciplinary research and
decision-making. Finally, challenges for the organization relating to the implementation of relationship
marketing are put forward.

Arch G. Woodside (2017), Releasing the death-grip of null hypothesis statistical testing
(p < .05): Applying complexity theory and somewhat precise outcome testing (SPOT)J
ournal of Global Scholars of Marketing Science, Vol. 27 Issue 1, 1-15.
- Author: Arch G. Woodside (Curtin University)
- Abstract: Even though several scholars describe the telling weaknesses in such procedures,
the dominating logic in research in the management sub-disciplines continues to rely on symmetric
modeling using continuous variables and null hypothesis statistical testing (NHST). Though
the term of reference is new, somewhat precise outcome testing (SPOT) procedures are available
now and, along with asymmetric modeling, enable researchers to better match data analytics
with their theories than the current pervasive theory–analysis mismatch. The majority (70%+) of
articles in the leading journals of general management, marketing, finance, and the additional
management sub-disciplines are examples of the mismatch. The mismatch may be a principal
cause for the scant impact of the majority of articles. Asymmetric modeling and SPOT rests on
the principal tenets of complexity theory rather than overly shallow and simplistic symmetric
modeling and reporting of NHST findings. Though relatively rare, examples of asymmetric modeling
and SPOT are available now in the management literature. The current lack of instructor knowledge
and student training in MBA and PhD programs of asymmetric modeling and SPOT are the likely
principal reasons for this scarcity.

You can find more insightful articles in JGSMS homepage below:

Journal of Global Scholars of Marketing Science Homepage

KSMS Journal Homepage

Please do not hesitate to contact me if you have any question regarding this matter.


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