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Submission window: December 1, 2021 – May 31, 2022

Article type to select when submitting: SDH’s Contributions

MGE: Sreedhar Madhavaram, s.madhavaram@ttu.edu

Dr. Shelby D. Hunt, through his seminal contributions to the advancement of marketing thought and practice, is among the most influential marketing scholars since the beginnings of marketing as an academic discipline (Varadarajan, 2021). By means of his research program on “Marketing Strategy and Management,” Dr. Hunt has made significant contributions to research streams on relationship marketing strategy (e.g., Morgan and Hunt, 1994, 1999; Hunt and Morgan, 1994), market orientation strategy (e.g., Bicen, Hunt, and Madhavaram, 2021; Hunt, 2012; Hunt and Lambe, 2000; Madhavaram and Hunt, 2017), market segmentation strategy (e.g., Hunt and Arnett, 2004; Hunt and Derozier, 2004), brand equity strategy (e.g., Hunt, 2006, 2019; Hunt and Madhavaram, 2006), marketing strategy in general (e.g., Hunt, 2018; Hunt and Arnett, 2006; Hunt and Morgan, 1995; Madhavaram and Hunt, 2008; Hunt and Menon, 1995), and marketing management (e.g., Hunt, 1970; Hunt, Chonko, and Wood, 1985; Hunt and Madhavaram, 2012; Lambe, Spekman, and Hunt, 2002). Indeed, as Lusch (2000) notes, Hunt’s programmatic work in marketing strategy and management is especially useful for marketing managers and executives in shaping their firms’ strategic marketing plans. Overall, Hunt’s contributions are foundational for advancing the marketing strategy and marketing management domains (Madhavaram, 2011, 2021). Therefore, we invite submissions to a JBR special issue that focuses on building on the specific foundations of Shelby D. Hunt’s contributions to marketing strategy and management.

Guest Editors:

Dr. Sreedhar Madhavaram, Alumni Professor of Marketing, Texas Tech University, USA

Dr. Robert Morgan, Professor and Phifer Fellow of Marketing, The University of Alabama, USA

Dr. Atul Parvatiyar, Professor of Practice in Marketing, Texas Tech University, USA

Why publish in this Special Issue?

• Special Issue articles are published together on ScienceDirect, making it incredibly easy for other researchers to discover your work.
• Special content articles are downloaded on ScienceDirect twice as often within the first 24 months than articles published in regular issues.
• Special content articles attract 20% more citations in the first 24 months than articles published in regular issues.
• All articles in this special issue will be reviewed by no fewer than two independent experts to ensure the quality, originality and novelty of the work published.

Special Issue Information:

While “strategic marketing” is the term that refers to the general field of study, “marketing strategy” is the construct that is central in the field of strategic marketing (Varadarajan, 2010). Accordingly, developing and executing marketing strategy is central to what marketers do in practice (Morgan, Whitler, Feng, and Chari, 2019). Over the years, research into marketing strategy – marketing strategy content, marketing strategy formulation process, and marketing strategy implementation – and marketing management – toolkit for marketers – have made significant strides in contributing relevant research that can be foundational to the practice of marketing. On the other hand, there are also frequent calls for strengthening marketing strategy research (Day 1992; Riebstein, Day, and Wind 2009; Clark, Key, Codi, and Rajaratnam, 2014; Houston 2016). As advancing the field of strategic marketing within the marketing discipline will contribute to enhancing the discipline’s impact (Hunt 2018), we call for research that builds on the foundations of Professor Hunt’s programmatic research in marketing strategy and marketing management.

Research on marketing strategy and marketing management can be organized into the following categories: marketing strategy in general, brand equity strategy, market orientation strategy, market segmentation strategy, relationship marketing strategy, marketing resources and capabilities, and marketing manager toolkit – concepts, conceptual frameworks, theories, and models. Professor Hunt has made significant contributions to each of the categories (please see Hunt (2019), Madhavaram (2011; 2021), and Vardarajan (2021) for Hunt’s programmatic research on marketing strategy and marketing management). To strengthen and advance the field of strategic marketing, there are compelling opportunities to make important conceptual and empirical contributions. Accordingly, we invite both conceptual and empirical submissions. We welcome conceptual submissions that utilize methods like systematic reviews, abductive theory development, and metaphoric transfer. We also welcome empirical submissions that utilize traditional research methods (regression, SEM, experiments, meta-analyses), and modeling-based research methods. Lastly, submissions can also use newer approaches to theory building and testing (e.g., AI/ML, NLP based methods) in the context of marketing strategy and marketing management. Please find below a list of broad, non-exhaustive topics of interest.

• Marketing strategy making
• Marketing strategy content
• Marketing strategy formulation
• Marketing strategy implementation
• Brand equity strategy
• Market orientation strategy
• Market segmentation strategy
• Relationship marketing strategy
• Marketing management
• Marketing resources and capabilities
• Marketing models/techniques for marketer roles and responsibilities
• Competition as a foundation for marketing strategy
• Marketing’s contributions to strategy
• Theory development for marketing strategy and marketing management
• Marketing strategy for societal well-being

Manuscript submission information:

Papers targeting the special issue should be submitted through the , submission guidelines can be found at the journal’s 

Important dates

Submission system opens: December 1, 2021

Deadline for submissions: May 31, 2022

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References

Bicen, Pelin, Shelby D. Hunt, and Sreedhar Madhavaram (2021). Coopetitive innovation alliance performance: Alliance competence, alliance’s market orientation, and relational governance. Journal of Business Research, 123, 23-31.

Clark, T., Key, T. M., Hodis, M., & Rajaratnam, D. (2014). The intellectual ecology of mainstream marketing research: An inquiry into the place of marketing in the family of business disciplines. Journal of the Academy of Marketing Science, 42(3), 223–241.

Day, G. (1992). Marketing’s contribution to the strategy dialogue. Journal of the Academy of Marketing Science, 20(4), 323–329.

Houston, M. B. (2016). Is “strategy” a dirty word? Journal of the Academy of Marketing Science, 44(5), 557–561.

Hunt, Shelby D. (1970). Post-transaction communications and dissonance reduction. Journal of Marketing, 34 (3): 46-51.

Hunt, Shelby D. (2006). On reforming marketing: For marketing systems and brand equity strategy. In: Jagdish N. Sheth and Rajendra S. Sisodia, eds., Does Marketing Need Reform? Armonk, NY: M.E. Sharpe, 69-77.

Hunt, Shelby D. (2018). Advancing marketing strategy in the marketing discipline and beyond: From promise, to neglect, to prominence, to fragment (to promise?). Journal of Marketing Management, 34(1-2):16-51.

Hunt, Shelby D. (2019). The ethics of branding, customer-brand relationships, brand-equity strategy, and branding as a societal institution. Journal of Business Research, 95 (February), 38-46.

Hunt, Shelby D. (2012). Explaining empirically successful marketing theories: The inductive realist model, approximate truth, and market orientation. AMS Review 2(1), 5-18.

Hunt, Shelby D. and Dennis B. Arnett. (2004). Market segmentation, competitive advantage, and public policy: Grounding segmentation strategy in resource-advantage theory. Australasian Marketing Journal, 12 (1), 7-25.

Hunt, Shelby D. and Dennis B. Arnett. (2006). Does marketing success lead to market success? Journal of Business Research, 59, 820-828.

Hunt, Shelby D., Lawrence B. Chonko and Van R. Wood (1985). Organizational commitment and marketing. Journal of Marketing, 49 (Winter), 112-24.

Hunt, Shelby D. and Caroline Derozier (2004). The normative imperatives of business and marketing strategy: Grounding strategy in resource-advantage theory. Journal of Business & Industrial Marketing, 19 (1), 5-22.

Hunt, Shelby D. and C.J. Lambe (2000). Marketing’s contribution to business strategy: market orientation, relationship marketing, and resource-advantage theory. International Journal of Management Reviews, 2(1), 17-44.

Hunt, Shelby D. and Sreedhar Madhavaram. (2012). Managerial action and resource-advantage theory: Conceptual frameworks emanating from a positive theory of competition. Journal of Business and Industrial Marketing, 27(7), 582-591.

Hunt, Shelby D. and Anil Menon (1995). Metaphors and competitive advantage: Evaluating the use of metaphors in theories of competitive strategy. Journal of Business Research, 33 (June): 81-90.

Hunt, Shelby D. and Robert M. Morgan (1994). Organizational commitment: One of many commitments or key mediating construct? Academy of Management Journal, 37 (6), 1568-1587.

Hunt, Shelby D. and Robert M. Morgan (1995). The comparative advantage theory of competition. Journal of Marketing, 59 (April), 1-15.

Lambe, C. Jay, Robert E. Spekman, and Shelby D. Hunt (2002). Alliance competence, resources, and alliance success: Conceptualization, measurement, and initial test. Journal of the Academy of Marketing Science, 30(2), 141-158.

Lusch, Robert F. (2000). Review: A General Theory of Competition: Resources, Competences, Productivity, Economic Growth. Journal of Marketing, 20 (June), 126-127.

Madhavaram, Sreedhar (2011). The Implications of Resource Advantage Theory for Marketing Strategy and Marketing Management. In Dennis B. Arnett (Ed.), Legends in Marketing Series – Shelby D. Hunt, Volume 10, Resource Advantage Theory: The Research Tradition Period, Thousand Oaks, CA: The Sheth Foundation and Sage Publications.

Madhavaram, Sreedhar (2021). The conceptual contributions of Shelby D. Hunt: Foundations for advancing the marketing discipline. Journal of the Global Scholars of Marketing Science, 31 (2), 234-254.

Madhavaram, Sreedhar and Shelby D. Hunt. (2008). The service-dominant logic and a hierarchy of operant resources: Developing masterful operant resources and implications for marketing strategy. Journal of the Academy of Marketing Science, 36 (1), 67-82.

Madhavaram, Sreedhar and Shelby D. Hunt (2017). Customizing business-to-business (B2B) professional services: The role of intellectual capital and internal social capital. Journal of Business Research, 74, 38-46.

Morgan, Robert M. and Shelby D. Hunt (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58 (July), 20-38.

Morgan, Robert M. and Shelby D. Hunt (1999). Relationship-based competitive advantage: the role of relationship marketing in marketing strategy. Journal of Business Research, 46 (3), 281-290.

Reibstein, D., Day, G., & Wind, J. (2009). Guest editorial: Is marketing academia losing its way?

Journal of Marketing, 73(4), 1–3.

Varadarajan, R. (2021). Dr. Shelby D. Hunt: A world-renowned marketing scholar, marketing legend, thought leader, mentor and more. Journal of Global Scholars of Marketing Science, 31(2), 142-150.

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