Abstract
The six commentaries on Hunt, Madhavaram, and Hatfield (hereafter, HMH, AMS Review, 2022, in this issue) and “the manifesto conversation” (hereafter, TMC) deeply reflected on HMH and TMC; assessed, among other things, the value of borrowed theories, doctoral programs, fragmentation, indigenous theory development, mainstream central focus, middle-range theories, and stakeholder relevance/engagement; and provided further foundations and put forward several opportunities for continuing TMC toward renewing the marketing discipline. In response, we develop a new conceptualization for renewal capability, and elaborate that renewal capability building (for the marketing discipline) entails policies, activities, and decisions for bringing together human (e.g., its scholars and stakeholders) and institutional resources (e.g., its journals and professional associations) to produce proactive and reactive innovations (for the marketing discipline). Overall, HMH, TMC, the six commentaries, and this response cumulatively provide foundations for continuing the TMC toward building a robust renewal capability for the marketing discipline.
This is a preview of subscription content, log in via an institution to check access.
Similar content being viewed by others
References
Akaka, M. A., Koskela-Huotari, K., & Vargo, S. L. (2021). Formalizing service-dominant logic as a general theory of markets: Taking stock and moving forward. AMS Review, 11(3–4), 375–389.
Chalmers Thomas, T., Price, L. L., & Jensen Schau, H. (2013). When differences unite: Resource dependence in heterogeneous consumption communities. Journal of Consumer Research, 39(5), 1010–1033.
Clark, T., Key, T. M., & Azab, C. (2022). Marketing as an emergent discipline: Commentary on Shelby Hunt's final contribution to our field. AMS Review. https://doi.org/10.1007/s13162-022-00239-x
Day, G. S., & Moorman, C. (2010). Strategy from the outside in. McGraw Hill.
Dogan, M., & Pahre, R. (2019). Creative marginality: Innovation at the intersections of social sciences. Routledge.
Gardner, J. W. (1964). Self-renewal: The individual and the innovative society. Harper & Row.
Goldstein, J. (1999). Emergence as a construct: History and issues. Emergence, 1(1), 49–72.
Gustafsson, A., & Ghanbarpour, T. (2022). Challenging the troubled status of the marketing discipline. AMS Review. https://doi.org/10.1007/s13162-022-00242-2
Helkkula, A., & Arnould, E. (2022). Developing and renewing marketing as a scientific discipline through reflexive cocreation. AMS Review. https://doi.org/10.1007/s13162-022-00244-0
Hunt, S. D. (2013). A general theory of business marketing: R-A theory, Alderson, the ISBM framework, and the IMP theoretical structure. Industrial Marketing Management, 42(3), 283–293.
Hunt, S. D., & Madhavaram, S. (2020). Adaptive marketing capabilities, dynamic capabilities, and renewal competences: The “outside vs. inside” and “static vs. dynamic” controversies in strategy. Industrial Marketing Management, 89, 129–139.
Hunt, S. D., Madhavaram, S., & Hatfield, H. N. (2022). The marketing discipline’s troubled trajectory: The manifesto conversation, candidates for central focus, and prognosis for renewal. AMS Review. https://doi.org/10.1007/s13162-022-00238-y
Madhavaram, S., Manis, K. T., Rashidi-Sabet, S., & Taylor, D. (2023). Capability bundling for supply chain management effectiveness: An integrative framework and research agenda. Journal of Business Logistics.
Moorman, C., & Day, G. S. (2016). Organizing for marketing excellence. Journal of Marketing, 80(6), 6–35.
Nenonen, S. (2022). Resurrecting marketing: Focus on the phenomena! AMS Review. https://doi.org/10.1007/s13162-022-00245-z
Parvatiyar, A., & Sheth, J. N. (2021). Toward an integrative theory of marketing. AMS Review, 11(3–4), 432–445.
Phillips, J. (2012). Relentless innovation: What works, what doesn’t—and what that means for your business. McGraw Hill.
Price, L. L. (2022). Folds in historical time and possible worlds for the marketing discipline: A commentary. AMS Review. https://doi.org/10.1007/s13162-022-00243-1
Tellis, G. J. (2013). Unrelenting innovation: How to build a culture for market dominance. Jossey-Bass, An Imprint of Wiley.
Varadarajan, R. (2022). A general theory of marketing: Conceivable, elusive, or illusive. AMS Review. https://doi.org/10.1007/s13162-022-00246-y
Yadav, M. S. (2020). Reimagining Marketing Doctoral Programs. AMS Review, 10(1–2), 56–64.
Acknowledgements
The authors thank Stephen L. Vargo for inviting commentaries on their article and for the opportunity to provide a response.
Author information
Authors and Affiliations
Corresponding author
Additional information
Publisher's Note
Springer Nature remains neutral with regard to jurisdictional claims in published maps and institutional affiliations.
Rights and permissions
Springer Nature or its licensor (e.g. a society or other partner) holds exclusive rights to this article under a publishing agreement with the author(s) or other rightsholder(s); author self-archiving of the accepted manuscript version of this article is solely governed by the terms of such publishing agreement and applicable law.
About this article
Cite this article
Madhavaram, S., Hatfield, H.N. Continuing the manifesto conversation: Toward building a renewal capability for the marketing discipline. AMS Rev 12, 188–195 (2022). https://doi.org/10.1007/s13162-022-00248-w
Accepted:
Published:
Issue Date:
DOI: https://doi.org/10.1007/s13162-022-00248-w