What is it about?
The quest to make marketing knowledge more systematic and accretive has had a pernicious side effect: incrementalism rules the published research universe and bold theoretical new ideas are just not being explored. This article is an appeal to change this state of affairs.
Featured Image
Why is it important?
The grist mill of incrementalism may keep grinding for a long time, but it would gradually sap intellectual vitality from the field of marketing. It is time to break the stupefying siege of incrementalism, and to open the pages of the journals to bold and innovative theoretical ideas.
Read the Original
This page is a summary of: Marketing theory: Breaking the siege of incrementalism, Journal of Marketing Management, September 2009, Taylor & Francis,
DOI: 10.1362/026725709x471659.
You can read the full text:
Resources
Nik Dholakia Google Scholar Page
Though not as frequently and forcefully as he would like (and he promises to change that in the years ahead), Nik Dholakia (typically jointly with A. Fuat Fırat has been breaking the siege of incrementalism from time to time.
TBRP at Aalborg
Many of the people at TBRP at Aalborg strive to move beyond incrementalism... and engage in innovative theory building
Leaving 'incrementalism' in the dust... Prof Rohit Varman
There is no better contemporary scholar providing critical postcolonial perspectives on marketing and consumption than Professor Rohit Varman.
No-incrementalism Star in Marketing: Mark Tadajewski
In most disciplines, there is usually only a small minority of research scholars capable of bucking the oppressive pressures of incrementalism. Here is one such scholarly superstar.
No-incrementalism Star in Marketing: Detlev Zwick
In most disciplines, there is usually only a small minority of research scholars capable of bucking the oppressive pressures of incrementalism. Here is the profile of one such minority member, and a scholarly superstar.
No-incrementalism Star in Marketing: Alan Bradshaw
In most disciplines, there is usually only a small minority of research scholars capable of bucking the oppressive pressures of incrementalism. Here is the profile of one such minority member, and a scholarly superstar.
No-incrementalism Mega-Super-Star in Marketing: A. Fuat Firat
In most disciplines, there is usually only a small minority of research scholars capable of bucking the oppressive pressures of incrementalism. Here is the profile of one such minority member..... the original, the trailblazer, the radical-thinking fountainhead of critical insights... the mega-scholarly superstar.
No-incrementalism Star in Management: David Boje
Phenomenal range of innovative theoretical ideas... from the keyboard of David Boje.
No-incrementalism Mega-Super-Star in Marketing: Fuat FIRAT on Google Scholar
A good portal to explore the range of this scholar's work.
Contributors
The following have contributed to this page
