| Presented at the Society for Marketing Advances Conference (2007) | |||||||||||||||
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| First of all, I’d like to thank the Society for Marketing Advances. It is a great honor for me to receive the SMA/JAI Press Distinguished Scholar Award for 2000 and to share it with such eminent scholars as Philip Kotler and Gerald Zaltman. The transparencies used for my presentation are provided here. In addition, descriptive material has been added. Links have been provided to papers that are in full text on the web. Problem Important discoveries from academic research in marketing are rare, and getting rarer. This is based on casual empiricism; in other words, I discussed this issue with a number of colleagues. The problem has been noted in an empirical study in economics, “The Iron Law of Important Papers” (Holub et al. 1991). The iron law is that the number of important papers rises linearly while the total number of papers rises exponentially. As a result, important papers are a smaller percentage of total papers published. | |||||||||||||||
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