A theory-first paradigm tends to be the dominant approach in much academic marketing research. In this approach, a theory is borrowed, refined, or developed and then tested empirically. In this challenging-the-boundaries article, the authors make a case for an empirics-first approach. “Empirics-first” refers to research that (1) is grounded in (originates from) a real-world marketing phenomenon, problem, or observation, (2) involves obtaining and analyzing data, and (3) produces valid marketing-relevant insights without necessarily developing or testing theory. The empirics-first approach is not antagonistic to theory but rather can serve as a stepping-stone to theory. The approach lends itself well to today’s data-rich environment, which can reveal novel research questions untethered to theory. The present article describes the underlying principles of an empirics-first approach, which consists of exploring a domain purposefully without preconceptions. Using a rich set of published examples, the authors offer guidance on how to implement empirics-first research and how it can lead to valuable knowledge development. Advice is also offered to scholars on how to report empirics-first research and to reviewers and to editorial teams on how to evaluate it. The ultimate objective is to pave a way for the empirics-first approach to enter the mainstream of academic marketing research.

https://doi.org/10.1177/00222429221129200

Learning from Data: An Empirics-First Approach to Relevant Knowledge Generation

Abstract Despite offering substantial opportunities to tailor services to consumers’ wants and needs, artificial intelligence (AI) technologies often come with ethical and operational challenges. One salient instance of such challenges emerges when vulnerable consumers, consumers who temporarily or permanently lack resource access or control, are unknowingly discriminated against, or excluded from the marketplace. By integrating the literature on consumer vulnerability, AI for social good, and the calls for rethinking marketing for a better world, the current work builds a framework on how to leverage AI technologies to detect, better serve, and empower vulnerable consumers. Specifically, our AID framework advocates for designing AI technologies that make services more accessible , optimize customer experiences and journeys interactively , and to dynamically improve consumer decision-making. Adopting a multi-stakeholder perspective, we also discuss the respective implications for researchers, managers, consumers, and public policy makers. 

Deploying artificial intelligence in services to AID vulnerable consumers

Reconsidering prosocial behavior as intersocial: A literature review and a new perspective

PurposeSocial factors, such as fellow spectators in a stadium or other fans sharing their experiences on online platforms, play a dominant role in spectator sport consumption. This conceptual article sets out to achieve three objectives: classify customer-to-customer (C2C) interactions in the sport fan context, develop a framework that links the classification of interactions to relevant outcomes and identify areas for related future research.Design/methodology/approachThe authors integrate conceptual and empirical contributions on C2C interactions in the service, marketing and sport management literature.FindingsThe article proposes classifying C2C interactions into synchronous multi- and uni-directional interactions as well as asynchronous multi- and uni-directional interactions. The C2C interaction framework (C2CIF) proposes that such C2C interactions have hedonic, social, symbolic and utilitarian value outcomes. It further suggests that physiological, psychological and social processes underlie the co-creation or co-destruction of value and identifies contingencies at both the fan and the brand level.Originality/valueBased on the C2CIF, we identify relevant topics for future research, in particular relating to technology-supported and virtual interactions among fans, fan-to-fan interactions across different countries and cultural backgrounds and fan-to-fan interactions as a way to reduce societal concerns.

Customer-to-customer interactions in the sport fan context: typology, framework (C2CIF) and directions for future research

Abstract We present a bottom-up marketing approach as a pathway to addressing the grand challenge of poverty and inequality for the marketing discipline. We derive this approach from the research stream on radically different contexts of subsistence marketplaces. Research on subsistence marketplaces has typically explored micro-level phenomena but also traversed upward and explained aggregate phenomena at higher levels. We present a conceptual framework to encapsulate general and granular elements of the bottom-up marketing approach. Study 1 demonstrates general elements of the framework through a retrospective examination of the global diffusion of a marketplace literacy program. Study 2 demonstrates the more granular elements of the framework through a qualitative analysis of five case studies of social enterprise start-ups. Though presenting a complementary counter-perspective to conventional thinking, we embed the process of interweaving the bottom-up with the macro level to present an actionable approach. We conclude with insights for marketing research and practice. 

Addressing grand challenges through the bottom-up marketing approach: Lessons from subsistence marketplaces and marketplace literacy

Growth and innovation are primary arguments for firms that aim to go public and access resources from the stock market. So it is ironic that going public is, for a majority of firms, associated with a pronounced slump in breakthrough innovation. This article proposes an actionable, marketing-related explanation for why some firms that go public manage to beat the post–initial public offering (IPO) innovation slump: innovation imprinting. The authors argue and demonstrate that firms that engage in innovation imprinting before going public attract a segment of concordant investors whose risk preferences are more supportive of breakthrough innovation than investors at large. These investors, in turn, reward the firms’ continued introduction of breakthrough innovations after they have gone public. By analyzing the innovation patterns of 207 firms in the consumer packaged goods sector before and after an IPO, the authors observe that one-third of firms are able to maintain or beat their pre-IPO levels of breakthrough innovations after going public. By studying their actions, the investors they attract, and their financial performance and survival rates, the authors provide empirical evidence for the importance of innovation imprinting and concordant investors in helping firms beat the post-IPO innovation slump.

/pdf/innovation-imprinting-why-some-firms-beat-the-post-ipo-3t0rdgyj.pdf

Innovation Imprinting: Why Some Firms Beat the Post-IPO Innovation Slump

Our paper shows that in contexts where formal ownership of productive assets is limited, informal leasing has a strong positive impact on innovation in marketing practices.

/pdf/when-bulldozers-loom-informal-property-rights-and-marketing-2dh5r90q.pdf

When Bulldozers Loom: Informal Property Rights and Marketing Practice Innovation Among Emerging Market Microentrepreneurs

Reaching for rigor and relevance: better marketing research for a better world

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Innovation Imprinting: Why Some Firms Beat the Post-IPO Innovation Slump

When Bulldozers Loom: Informal Property Rights and Marketing Practice Innovation Among Emerging Market Microentrepreneurs

Reaching for rigor and relevance: better marketing research for a better world