How to develop original, courageous ideas in business marketing research

dc.contributor.authorLindgreen, Adam
dc.contributor.authorDi Benedetto, C. Anthony
dc.contributor.authorKock, Florian
dc.date.accessioned2020-11-20T11:58:18Z
dc.date.issued2021-05
dc.description.abstractDespite evidence of meticulous business-to business marketing research efforts, and the pleas of editors for truly original, ground-breaking research, there is still a shortage of original, courageous research ideas. To provide guidance to researchers and address this problem, we apply the OBC model (observe the world, bridge disciplines, and challenge assumptions and theories), proposed by Kock, Assaf, and Tsionas (2020). We discuss the three main and four blended strategies recommended by this model, and illustrate each of these strategies with examples drawn from the marketing literature. Our application of the OBC model offers actionable guidelines for generating original research ideas, as well as theoretical grounding for each element of the model. Given the publication pressure felt by young academic researchers, we hope that our discussion provides encouragement and guidance, which will result in original, courageous business-to-business marketing research.en_ZA
dc.description.departmentGordon Institute of Business Science (GIBS)en_ZA
dc.description.embargo2021-04-22
dc.description.librarianhj2020en_ZA
dc.description.urihttp://www.elsevier.com/locate/indmarmanen_ZA
dc.identifier.citationLindgreen, A., Di Benedetto, C.A & Kock, F. 2021, 'How to develop original, courageous ideas in business marketing research', Industrial Marketing Management, vol. 95, pp. A1-A4.en_ZA
dc.identifier.issn0019-8501
dc.identifier.other10.1016/j.indmarman.2020.04.011
dc.identifier.urihttp://hdl.handle.net/2263/77126
dc.language.isoenen_ZA
dc.publisherElsevieren_ZA
dc.rights© 2020 Elsevier Inc. All rights reserved. Notice : this is the author’s version of a work that was accepted for publication in Industrial Marketing Management. Changes resulting from the publishing process, such as peer review, editing, corrections, structural formatting, and other quality control mechanisms may not be reflected in this document. A definitive version was subsequently published in Industrial Marketing Management, vol. 95, pp. A1-A4, 2021, doi : 10.1016/j.indmarman.2020.04.011.en_ZA
dc.subjectAssumptionsen_ZA
dc.subjectBusiness marketingen_ZA
dc.subjectCourageous ideasen_ZA
dc.subjectOBC modelen_ZA
dc.subjectObserve-bridge-challenge modelen_ZA
dc.subjectOriginal ideasen_ZA
dc.subjectResearchen_ZA
dc.subjectTheory developmenten_ZA
dc.titleHow to develop original, courageous ideas in business marketing researchen_ZA
dc.typeArticleen_ZA

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