Making Marketing Discipline More Scientific : Contesting Christian Grönroos’s “Toward a Marketing Renaissance”
Loading...
Access rights
openAccess
CC BY
CC BY
publishedVersion
URL
Journal Title
Journal ISSN
Volume Title
A1 Alkuperäisartikkeli tieteellisessä aikakauslehdessä
This publication is imported from Aalto University research portal.
View publication in the Research portal (opens in new window)
View/Open full text file from the Research portal (opens in new window)
View publication in the Research portal (opens in new window)
View/Open full text file from the Research portal (opens in new window)
Unless otherwise stated, all rights belong to the author. You may download, display and print this publication for Your own personal use. Commercial use is prohibited.
Authors
Date
Department
Major/Subject
Mcode
Degree programme
Language
en
Pages
9
Series
Australasian Marketing Journal, Volume 33, issue 3, pp. 259-267
Abstract
This article examines Christian Grönroos’s “Toward a Marketing Renaissance: Challenging Underlying Assumptions,” offering support for the advancement of marketing as a discipline while raising several critical issues with Grönroos’s approach. First, Grönroos’s analysis and proposals lack clarity regarding their focus on either marketing practice or the theoretical discipline of marketing. His analysis of foundational assumptions appears grounded in a predominantly managerial view of marketing, potentially limiting its scope. Second, the suggested foundational shifts overlook significant developments within academic marketing research. Finally, Grönroos’s vision of marketing as “meaningfulness” is based on an idealistic, marketer- and consumer-centric perspective that does not offer a solid foundation for marketing as an academic discipline. This article advocates positioning marketing firmly within the social sciences and proposes distinguishing between three perspectives in marketing scholarship: (1) marketing practice, (2) research into marketing practice (both empirical and theoretical), and (3) meta-theoretical research into the discipline itself. By identifying key research directions within these domains, the paper outlines an agenda for future scholarship that embraces marketing’s complexity, promotes rigorous and critical theory-building, and enhances marketing’s role within the broader social sciences.Description
Other note
Citation
Möller, K 2025, 'Making Marketing Discipline More Scientific : Contesting Christian Grönroos’s “Toward a Marketing Renaissance”', Australasian Marketing Journal, vol. 33, no. 3, pp. 259-267. https://doi.org/10.1177/14413582241295724