In the study, which was published jointly with Daniel Wentzel (RWTH Aachen University), David Antons (University of Bonn) and Torsten-Oliver Salge (RWTH Aachen University), the authors analyze the development of marketing theory over a 32-year period. The results show that while new concepts and ideas have continued to emerge, there has been a decline in the development of broader theoretical frameworks and in critical academic discourse. This shift could, over time, limit the field’s ability to effectively address complex, real-world marketing challenges. To respond to this trend, the authors call for closer collaboration between marketing researchers, practitioners, and experts from related disciplines, which could help strengthen the relevance of marketing research across both academic and practical domains.

Prof. Kindermann: “The topic of theory development has been and continues to be a central focus of my research. Therefore, I am pleased that our work has now been honored with the Shelby D. Hunt/Harold H. Maynard Award. This recognition affirms that the research in this area makes a valuable contribution and still holds great potential for further discoveries.”

Publication:
Bastian Kindermann, Daniel Wentzel, David Antons, and Torsten-Oliver Salge: Conceptual Contributions in Marketing Scholarship: Patterns, Mechanisms, and Rebalancing Options. in: Journal of Marketing, Volume 88, Issue 3 (May 2024).
https://doi.org/10.1177/00222429231196122

Link to the Award: 
"Bastian Kindermann, Daniel Wentzel, David Antons, and Torsten-Oliver Salge Win 2024 Shelby D. Hunt/Harold H. Maynard Award"