Research traditions in marketing

1. Front Matter

   Pages i-xxii

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2. Marketing Models: Past, Present and Future

   • Gary L. Lilien

   Pages 1-26

3. Marketing Science’s Pilgrimage to the Ivory Tower

   • Hermann Simon

   Pages 27-78

4. Theory or Well-Based Results: Which Comes First?

   • A. S. C. Ehrenberg

   Pages 79-131

5. Diagnosing Competition: Developments and Findings

   • Peter S. H. Leeflang, Dick R. Wittink

   Pages 133-168

6. Productivity Versus Relative Efficiency in Marketing: Past and Future?

   • Leonard J. Parsons

   Pages 169-200

7. Modeling the Diffusion of New Durable Goods: Word-of-Mouth Effect Versus Consumer Heterogeneity

   • Albert C. Bemmaor

   Pages 201-229

8. Research on Modeling Industrial Markets

   • Maryse J. Brand, Peter S. H. Leeflang

   Pages 231-264

9. Scholarly Traditions and European Roots of American Consumer Research

   • Harold H. Kassarjian

   Pages 265-287

10. Cross-National Consumer Research Traditions

    • Susan P. Douglas, Maureen A. Morrin, C. Samuel Craig

    Pages 289-319

11. The Markets-As-Networks Tradition in Sweden

    • Jan Johanson, Lars-Gunnar Mattsson

    Pages 321-346

12. Interorganizational Marketing Exchange: Metatheoretical Analysis of Current Research Approaches

    • K. E. Kristian Möller

    Pages 347-382

13. The Emerging Tradition of Historical Research in Marketing: History of Marketing and Marketing of History

    • Franck Cochoy

    Pages 383-403

14. Metaphor at Work

    • Christophe Van den Bulte

    Pages 405-434

15. Back Matter

    Pages 435-442

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Divergence: A Source of Creative Thinking The outstanding job accomplished by Bernard, Gary, and Gilles is really praiseworthy: not only did they succeed in completing within a remark­ ably short span of time the editing of the contributions to the conference that marked the 20th Anniversary of the European Institute for Ad­ vanced Studies in Management; they have also managed to elicit numerous insightful comments from a host of dashing young scholars as well as from the fortunate few established authorities whose findings have long be­ come leading articles in the best academic journals, who now chair those journals' editorial boards, and after whom great scientific awards have been named. In so doing, our dedicated triumvirate has blended together pieces of diverse research traditions-some of them quite puzzling-and mixed significantly differentiated styles of expression. The controversial display of self-confidence by some distinguished colleagues, the amazingly emo­ tional "good old" memories revived by their peers, the scapegoat-finding and moralizing confessions produced by some of their disciples together with the detached systematic rigidity of some others all combine to pro­ duce a multivarious patchwork that may well prove the existence of a marketing scholar lifecycle. This cartoon-like four-class typology might even make it worth the reader's while to indulge in some guesswork to discover the sequence of the four stages as an exercise and then partition the author population accordingly.

• Brand
• Innovation
• calculus
• econometrics
• efficiency
• marketing
• modeling

• Groupe HEC, France

  Gilles Laurent

• Pennsylvania State University, USA

  Gary L. Lilien

• University of Paris Dauphine and ESSEC, France

  Bernard Pras

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