Design Science Research for Marketeers

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Abstract

This chapter explores design science, a problem-solving approach that connects practitioners and academia to develop more relevant knowledge for both worlds. Despite many calls to address the marketing theory-practice gap, design science is not commonly used in the field. Therefore, the author considers the developments in the field of management and provides an overview of the research method by discussing how it differs from other methods. Then, based on a bibliographic co-citation analysis of the use of design science research in management, the fragmented knowledge development and application of the method are discussed. Moreover, its use in marketing is examined and links to management research and engineering are provided. Furthermore, the author offers guidance for ensuring the ease of use of design science research by addressing the common challenges in its application; specifically, an actual research process is introduced along with the steps that researchers - or practitioners - must follow to conduct a design science research project. To increase the relevance and impact of such research, examples are provided from published articles for each step. The chapter concludes with guidelines and challenges for marketing researchers and practitioners when conducting design science research projects. Among them, the importance of creative skills, judgments, and managing incremental cycles toward the development of new knowledge are highlighted. Finally, a research agenda is proposed to advance the conceptual and empirical applications of design science in the field of marketing.
OriginalsprogEngelsk
TitelHow to Achieve Societal Impact Through Engaged and Collaborative Scholarship : A Guide to Purposeful Marketing Research
RedaktørerMichel van der Borgh, Adam Lindgreen, Tobias Schäfers
Antal sider22
UdgivelsesstedCheltenham
ForlagEdward Elgar Publishing
Publikationsdato2024
Sider168-189
Kapitel9
ISBN (Trykt)9781800888524
ISBN (Elektronisk)9781800888531
DOI
StatusUdgivet - 2024
NavnHow To Guides

Emneord

  • Design science
  • Design science research
  • Marketing research
  • Engineering

Citationsformater