Abstract
This bibliometric study investigates Marketing and Strategy association in twenty relevant academic journals, divided equally between both fields. The methods used to identify the most influential studies; the most common conceptual approach and how researches from both areas evolved in the first fourteen years of the 21st century were citation and cocitation network analysis, exploratory factor analysis (EFA) and metric multidimensional scaling (MDS). Sample size was comprised of 5,270 articles, embodying over 130,000 citations, which had a relevant conceptual influence on the Resource Based View (RBV), Knowledge Based View (KBV), Transaction Cost Theory (TCT) and competitive strategy of the Industrial Organization (IO). Uppermost cited references were clustered in three factors, representing the theoretical approach used when both disciplines are compiled. The results showed: a) meaningful increase on the number of papers encompassing both areas in Marketing journals; b) RBV, TCT and IO as the most used Strategic themes to connect with Marketing and c) the overall most cited studies in the period of analysis. Guidelines for future research are provided for further investigation on the combination of Marketing and Strategy, identifying possible gaps to be covered.
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