Theoretical underpinnings of research in strategic marketing: a commentary

Abstract

Morgan et al. (Journal of the Academy of Marketing Science, 47(1), 2019) propose a new conceptualization of the domain and sub-domains of marketing strategy and employ them as a framework to assess the current state of research in marketing strategy. Based on an analysis of articles addressing marketing strategy related issues published in six leading marketing journals during the period 1999 to 2016, they highlight challenges and opportunities for creating new marketing strategy knowledge grounded in scholarly research, and propose an agenda for future research in marketing strategy. This commentary focuses on some of the findings relating to the theoretical underpinnings of research in marketing strategy that Morgan et al. report and discuss. They include (1) the dearth of indigenous marketing theories and reliance on theories developed in other disciplines, (2) research grounded in single versus multiple theories, and (3) the shift away from theory-based research to data-driven research. The commentary concludes with a brief discussion on the merits of organizing the accumulated body of knowledge on strategic marketing by distinguishing between research focusing on substantive issues in the domains of market strategy and marketing strategy.