What is Grounded Theory?

Have you ever wondered what Grounded Theory (GT) is all about? If so, here is a short overview of this qualitative research method. In a nutshell, GT is a framework for analysing qualitative data. The method offers a set of flexible guidelines that help researchers to focus their data collection and analysis with the aim […]

The Marketing Archipelago – a reflection on how we understand the concept of marketing

If somebody would ask you to explain marketing what would you say? Those of you who are marketing students, scholars, or professionals probably have an understanding of what marketing is, grounded in your own experiences and use of marketing. But marketing has some meaning for many others too, including consumers. Here is the problem: marketing […]

Do you care if your research is managerially relevant?

You often hear people criticize scientific articles saying that they rarely address genuinely managerially relevant and topical issues let alone offer recommendations for how to deal with these. While offering value to practitioners indeed for many scientific journals is of secondary priority, it is nothing but a shame that journals cannot more often than now […]

Marketing can help with social inequality

During one of the classes for a course that I participated a few months ago, there was a discussion about marketing field not exerting enough influence on government policies. This has made me to start thinking about how marketing can exert more influence especially on governmental development policies. Competition is needed to boost efficiency, innovation, […]

Marketing communication needs a new logic!

My doctoral dissertation originated in my desire to understand the effects of the cognitive turn in the field of marketing communication from the late 1950s. Cognitivism saw people as active, thinking, meaning-building subjects instead of as passive, receiving objects. The view of learning changed radically, and people came to be viewed increasingly as builders of […]

How will the COVID-19 impact consumer behavior in the long term?

Research institutions are proactively conducting research to inform us of fast-changing trends due to the pandemic. Research results confirm that people have already changed their shopping behavior in fundamental ways: stocking up on products they wouldn’t otherwise stock up on, purchasing products they wouldn’t otherwise have purchased, shopping online when they would usually shop in […]