Here is a detailed summary of the article “Research in Marketing Strategy” by Morgan, Whitler, Feng, and Chari (2019), written in an extended, essay-style format:
A Comprehensive Overview of the State and Future of Marketing Strategy Research
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Marketing strategy occupies a central position in the field of marketing, both conceptually and in practice. It serves as the backbone of strategic decision-making and remains one of the most critical areas for Chief Marketing Officers (CMOs) and business leaders alike. In their influential article, Morgan, Whitler, Feng, and Chari (2019) provide a thorough assessment of the evolution, current state, and future prospects of marketing strategy research. Through a systematic review of the most impactful publications from six leading marketing journals between 1999 and 2017, the authors shed light on the significant challenges and untapped opportunities within this vital domain.
At the heart of the article is a redefinition of the marketing strategy domain. The authors propose a new conceptual framework that categorizes and clarifies the sub-domains of marketing strategy, offering a more structured lens through which to evaluate existing research. This framework not only helps identify what has been studied but also reveals what remains underexplored or neglected altogether. It provides a foundation for mapping the trajectory of scholarly efforts and determining how marketing strategy as a discipline can better support real-world marketing challenges.
One of the most striking findings of the study is the narrowing scope of marketing strategy research over the years. The number of articles focusing specifically on marketing strategy has diminished, and those that do often lack theoretical depth or fail to use robust primary research methodologies. This trend, the authors argue, limits the field’s potential to generate meaningful insights and to stay relevant to practitioners facing increasingly complex market environments.
In addition to methodological concerns, the authors also highlight a lack of engagement with pressing strategic questions faced by businesses today. There is a gap between academic research and practical needs, particularly in areas such as digital transformation, customer experience strategy, and the integration of marketing with other business functions. While strategic marketing remains a topic of interest, much of the research appears to be fragmented or disconnected from managerial realities.
Despite these challenges, the authors adopt an optimistic view of the future. They point out that the current landscape presents a unique opportunity: never before has the demand for insightful, applicable, and innovative marketing strategy research been so high. The abundance of unanswered questions and evolving business dynamics offers fertile ground for scholars to make significant contributions. These contributions can be both theoretical, by developing new models and frameworks, and practical, by offering guidance that improves marketing decision-making and outcomes.
To bridge the gap between academia and practice, the authors propose a forward-looking research agenda. This agenda encourages scholars to pursue research that is not only rigorous but also relevant. It emphasizes the need for new theories that address contemporary challenges, stronger empirical designs, and closer collaboration with practitioners. Moreover, the authors call for a reinvigoration of the field through interdisciplinary approaches and a broader consideration of strategic marketing’s impact across different industries and global markets.
In conclusion, "Research in Marketing Strategy" serves as both a critique and a call to action. It challenges researchers to reassess their approach to strategic marketing studies and to strive for work that truly matters—research that pushes boundaries, answers real-world questions, and ultimately enhances the practice of marketing in a rapidly changing business world:Download the book