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.
Original languageEnglish
Title of host publicationHow to Achieve Societal Impact Through Engaged and Collaborative Scholarship : A Guide to Purposeful Marketing Research
EditorsMichel van der Borgh, Adam Lindgreen, Tobias Schäfers
Number of pages22
Place of PublicationCheltenham
PublisherEdward Elgar Publishing
Publication date2024
Pages168-189
Chapter9
ISBN (Print)9781800888524
ISBN (Electronic)9781800888531
DOIs
Publication statusPublished - 2024
SeriesHow To Guides

Keywords

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

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