liu.seSearch for publications in DiVA
Change search
ReferencesLink to record
Permanent link

Direct link
Business Marketing: A Nordic School perspective
Linköping University, Department of Management and Engineering, Industrial Economics. Linköping University, Faculty of Science & Engineering.ORCID iD: 0000-0002-4081-9737
2015 (English)In: The Nordic School: Service Marketing and Management for the Future / [ed] Johanna Gummerus, Catharina von Koskull, Helsingfors: CERS, Hanken Svenska handelshögskolan , 2015, 55-67 p.Chapter in book (Refereed)
Abstract [en]

Too much research in marketing focuses on narrow methodological issues and esoteric phenomena detached from the reality of the business world. The critique is frequently advanced by both scholars and practitioners that the marketing discipline has developed in an incremental manner without challenging or de-constructing its established, underlying concepts and assumptions. As MacInnis (2011) observes, “empirical advances (in methods, statistics) and empirically focused PhD coursework have outpaced conceptual advances and courses. Empirical methods are essential, but unless they are accompanied by good and interesting ideas, their value diminishes” (p. 151). As discussed by other authors throughout this book, the Nordic School of marketing thought has, in the spirit of free enquiry, offered research characterised by theory generation, inductive reasoning and case-study method. While conceptually novel and innovative, it has been firmly anchored in the reality of the business world. For example, managerially relevant phenomena have been addressed through in-depth case studies and action research, helping to generate managerial insight and clarify the complexity and ambiguity of the world around us. From my point of view as business marketing researcher, the Nordic School’s perspective on marketing is intellectually interesting, rhetorically appealing, and managerially applicable. In this short piece, I hope to share my thoughts about its relevance to business marketing, its methodological and philosophical position, and how it might help to increase marketing impact.

Place, publisher, year, edition, pages
Helsingfors: CERS, Hanken Svenska handelshögskolan , 2015. 55-67 p.
National Category
Business Administration
URN: urn:nbn:se:liu:diva-119403ISBN: 978-952-232-284-5OAI: diva2:822245
Available from: 2015-06-16 Created: 2015-06-16 Last updated: 2015-07-10Bibliographically approved

Open Access in DiVA

fulltext(69 kB)1225 downloads
File information
File name FULLTEXT01.pdfFile size 69 kBChecksum SHA-512
Type fulltextMimetype application/pdf

Other links


Search in DiVA

By author/editor
Kowalkowski, Christian
By organisation
Industrial EconomicsFaculty of Science & Engineering
Business Administration

Search outside of DiVA

GoogleGoogle Scholar
Total: 1225 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

Total: 157 hits
ReferencesLink to record
Permanent link

Direct link