The Study of important marketing issues

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Kohli and Haenlein (2020) should be praised for tackling an issue foundational to our purpose: How can academics in marketing study more important problems? The motivation for this paper is not new. For years indeed, scholars have deliberated whether the glass is half-full or half-empty (see, Lilien 2011; Reibstein et al. 2009; Roberts et al. 2014a & 2014b (including commentaries by Lehmann 2014 and Winer 2014); Stremersch et al. 2007; Stremersch and Winer 2019; Stremersch, Winer and Camacho 2020). On the one hand, there are clear signs that our research matters. Roberts, et al. (2014a) made a list of 100 high impact papers, and ranked them on academic importance and practice importance. They found that some marketing papers make important contributions on important questions (the half-full glass). On the other hand, Roberts et al. (2014a) also found that academic marketing papers only do so on rather rare occasions (the half-empty glass). Thus, we should aim to raise the bar (or the water-air ratio, if you will), which is exactly what Kohli and Haenlein (2020) advocate and they do so at the right time.
Bibliographic citation: STREMERSCH, S. (2020). The Study of important marketing issues. Reflections. International Journal of Research in Marketing. doi:

Reference: (DOI)
Date: 01/10/2020
Author(s): Stefan Stremersch
Document type: Article in Journal (refereed)
Department: Marketing
Languages: English