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Enhancing Theory Development and Strengthening Knowledge Development in the Marketing Discipline. Rajan Varadarajan Texas A&M University Varadarajan@tamu.edu AMA 2010 Marketing Theory Preconference (August 13, 2010. Boston). Theory is the Oxygen of Academic Disciplines.
Texas A&M University
AMA 2010 Marketing Theory Preconference (August 13, 2010. Boston)
What Explains the Effectiveness of an Electric Fan as a Mosquito Repellant?
Carbon dioxide, sweat, lactic acid, body heat, wind velocity, and mosquito body mass.
“Studies have found that wind is an effective method against mosquitoes and other airborne pests. The reason seems obvious: it prevents them from circling and landing on you, like a windstorm keeping a plane from its descent. But that is not entirely the case. A fan dilutes and disperses the carbon dioxide you exhale.Carbon dioxide is one of the major chemicals that attract mosquitoes. The wind from a fan also cools you off. Sweat, lactic acid and body heat attract mosquitoes — factors that a fan can help minimize.
In one study in 2003, entomologists at Michigan State University used traps set up in a wetland by the C.D.C. to attract mosquitoes. Releasing carbon dioxide attracted more pests to the trap, and the more carbon dioxide, the more mosquitoes.
Using fan-generated wind of various speeds helped keep them away. But there was no linkbetween wind “velocity” and “mosquito body mass.””
Source: Anahad O’Connor, “The Claim: To Repel Mosquitoes, Use a House Fan,” New York Times, July 12, 2010.
“Nuclear nonproliferation and nuclear security research are inherently multidisciplinary. Even at the most fundamental level, nearly all nuclear nonproliferation and security problems involve core aspects of technology, natural sciences, and social sciences. ... Relevant knowledge that typically must be brought to bear includes
Note: Embellishment such as reformatting material presented as running text in the original source as bullet points are mine.
Theory development in the marketing discipline in the context of multidisciplinary business problems.
Some Eponyms in Physical Sciences
Some Eponyms in Marketing
Bass’ (1969) Diffusion Model
Howard and Sheth’s (1969) Theoryof Buyer Behavior
Kotler’s (1972) Generic Concept of Marketing
Bagozzi’s (1975) Exchange Paradigm
Hunt’ (1976) Three Dichotomies Framework of the Nature and Scope of Marketing
Bettman’s (1979) Information Processing Theory of Consumer Choice
Churchill’s (1978) Paradigm for Scale Development
Zaltman’s (1982) Methodology for Eliciting Theories-in-Use by Marketing Practitioners
Parasuraman, Zeithaml and Berry’s (1985) GAPS Model of Service Quality
Buzzell and Gale’s (1987)Profit Impact of Market Strategy (PIMS) Principles
Hunt’s (2000) Resource Advantage Theory of the Firm
“If there’s a single central insight in economics, it’s this: There are mutual gains from transactions between consenting adults. …
But what if a deal between consenting adults imposes costs on people who are not part of the exchange? What if you manufacture a widget and I buy it, to our mutual benefit, but the process of producing that widget involves dumping toxic sludge into other people’s drinking water? When there are “negative externalities” — costs that economic actors impose on others without paying a price for their actions — any presumption that the market economy, left to its own devices, will do the right thing goes out the window. So what should we do?Environmental economics is all about answering that question.” (Paul Krugman, “Building a Green Economy,” The New York Times Magazine, April 11, 2010. p. 36)
“Developing general marketing theory requires either integration of new lessons at a higher conceptual level than the theory already in existence, or more radically, a change in its very foundation.” Lovelock and Gummesson 2004, p. 22)
Source Credit: Adapted from observations by Dr. Yvonna Lincoln, University Distinguished Professor at Texas A&M University during an informal conversation (March 7, 2008).