Transitioning to New Paradigms for Societally Impactful Research: Recommendations from the TCR Impact Task Force and an Agenda

Marketing scholars increasingly aim to research social and policy problems to create and implement solutions with relevant stakeholders that drive societal impact. In 2022, Transformative Consumer Research and the American Marketing Association sponsored the first TCR-AMA Impact Festival, celebratin...

Full description

Saved in:
Bibliographic Details
Published in:Journal of public policy & marketing 2024-07, Vol.43 (3), p.191-206
Main Authors: Ozanne, Julie L., Davis, Brennan, Blocker, Christopher P., DeBerry-Spence, Benét, Gann, Rebecca Ballenger
Format: Article
Language:English
Subjects:
Marketing
Citations: Items that this one cites
Online Access:Get full text
Tags: Add Tag
No Tags, Be the first to tag this record!
Description
Summary:Marketing scholars increasingly aim to research social and policy problems to create and implement solutions with relevant stakeholders that drive societal impact. In 2022, Transformative Consumer Research and the American Marketing Association sponsored the first TCR-AMA Impact Festival, celebrating societally impactful research in marketing. Results and reflections from the conference point to successes and significant challenges facing scholars who seek to do research with societal impact. A TCR Impact Task Force of leading marketing and consumer scholars was surveyed in a two-stage Delphi study to understand these opportunities and obstacles more deeply and prioritize next steps for the academic community. The results provide an agenda for transformative consumer and marketing research. This agenda provokes fresh thinking for paradigm-level changes by advocating new research validities, methods of stakeholder engagement, initiatives for developing researchers’ capacities, and more substantial institutional support to accelerate the success of impactful academic research.
ISSN:0743-9156
1547-7207
DOI:10.1177/07439156241246274