Research in Marketing Strategy

Neil A. Morgan, Kimberly A. Whitler, Hui Feng, Simos Chari

Research output: Contribution to journalReview articlepeer-review

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Marketing strategy is a construct that lies at the conceptual heart of the field of strategic marketing and is central to the practice of marketing. It is also the area within which many of the most pressing current challenges identified by marketers and CMOs arise. We develop a new conceptualization of the domain and sub-domains of marketing strategy and use this lens to assess the current state of marketing strategy research by examining the papers in the six most influential marketing journals over the period 1999 through 2017. We uncover important challenges to marketing strategy research—not least the increasingly limited number and focus of studies, and the declining use of both theory and primary research designs. However, we also uncover numerous opportunities for developing important and highly relevant new marketing strategy knowledge—the number and importance of unanswered marketing strategy questions and opportunities to impact practice has arguably never been greater. To guide such research, we develop a new research agenda that provides opportunities for researchers to develop new theory, establish clear relevance, and contribute to improving practice.
Original languageEnglish
Pages (from-to)4-29
Number of pages26
JournalJournal of the Academy of Marketing Science
Issue number1
Early online date18 Aug 2018
Publication statusPublished - 15 Jan 2019


  • CMO marketing challenges
  • Marketing strategy
  • Research design
  • Review
  • Strategic marketing


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