Developing and renewing marketing as a scientific discipline through reflexive cocreation

Anu Helkkula*, Eric Arnould

*Corresponding author for this work

Research output: Contribution to journalComment/debateScientificpeer-review

2 Citations (Scopus)
78 Downloads (Pure)


Shelby V. Hunt was long interested in codifying and parameterizing the marketing discipline with a distinctive focus on the principles of making scientific claims. In their article, Hunt et al., (2022, in this issue) present their concerns about the scholarly status of marketing, highlighting the loss of a central, mainstream research focus. However, we think the real challenges are different than those that worry the authors. Marketing as a scientific discipline evolves by adapting from and contributing to theories, concepts, and methods in related research fields. Thus, we claim that the potential of marketing discipline lies in the diversity of intertwined and divergent research streams, such as service-dominant logic and consumer culture theory. We propose that a cocreational approach that questions foundational assumptions and a purely managerial orientation, is more likely to produce a renewal of marketing scholarship and provide solutions to wicked social problems than a single reductive theoretical approach.

Original languageEnglish
Pages (from-to)168-173
Number of pages6
JournalAMS Review
Issue number3-4
Early online date2022
Publication statusPublished - Dec 2022
MoE publication typeB1 Non-refereed journal articles


  • Cocreation
  • Consumer culture theory
  • Marketing theory
  • Philosophy of science
  • S-d logic
  • Value


Dive into the research topics of 'Developing and renewing marketing as a scientific discipline through reflexive cocreation'. Together they form a unique fingerprint.

Cite this