TY - JOUR
T1 - How to Develop Original, Courageous Ideas in Business Marketing Research
AU - Lindgreen, Adam
AU - Di Benedetto, C. Anthony
AU - Kock, Florian
N1 - Epub ahead of print. Published online: 22. April 2020
PY - 2020/4/22
Y1 - 2020/4/22
N2 - Despite evidence of meticulous business-to business marketing research efforts, and the pleas of editors for truly original, ground-breaking research, there is still a shortage of original, courageous research ideas. To provide guidance to researchers and address this problem, we apply the OBC model (observe the world, bridge disciplines, and challenge assumptions and theories), proposed by Kock, Assaf, and Tsionas (2020). We discuss the three main and four blended strategies recommended by this model, and illustrate each of these strategies with examples drawn from the marketing literature. Our application of the OBC model offers actionable guidelines for generating original research ideas, as well as theoretical grounding for each element of the model. Given the publication pressure felt by young academic researchers, we hope that our discussion provides encouragement and guidance, which will result in original, courageous business-to-business marketing research.
AB - Despite evidence of meticulous business-to business marketing research efforts, and the pleas of editors for truly original, ground-breaking research, there is still a shortage of original, courageous research ideas. To provide guidance to researchers and address this problem, we apply the OBC model (observe the world, bridge disciplines, and challenge assumptions and theories), proposed by Kock, Assaf, and Tsionas (2020). We discuss the three main and four blended strategies recommended by this model, and illustrate each of these strategies with examples drawn from the marketing literature. Our application of the OBC model offers actionable guidelines for generating original research ideas, as well as theoretical grounding for each element of the model. Given the publication pressure felt by young academic researchers, we hope that our discussion provides encouragement and guidance, which will result in original, courageous business-to-business marketing research.
KW - Assumptions
KW - Business marketing
KW - Courageous ideas
KW - OBC model
KW - Observe-bridge-challenge model
KW - Original ideas
KW - Research
KW - Theory development
KW - Assumptions
KW - Business marketing
KW - Courageous ideas
KW - OBC model
KW - Observe-bridge-challenge model
KW - Original ideas
KW - Research
KW - Theory development
UR - https://sfx-45cbs.hosted.exlibrisgroup.com/45cbs?url_ver=Z39.88-2004&url_ctx_fmt=info:ofi/fmt:kev:mtx:ctx&ctx_enc=info:ofi/enc:UTF-8&ctx_ver=Z39.88-2004&rfr_id=info:sid/sfxit.com:azlist&sfx.ignore_date_threshold=1&rft.object_id=954921345214
U2 - 10.1016/j.indmarman.2020.04.011
DO - 10.1016/j.indmarman.2020.04.011
M3 - Editorial
AN - SCOPUS:85083489293
JO - Industrial Marketing Management
JF - Industrial Marketing Management
SN - 0019-8501
ER -