The Rigor-Relevance-Impact Debate--论文代写范文

通过结果和营销科学的路径来实现，在某种程度上,我们不应该放弃我们的目标。在审查过程中，要求严格建立我们的贡献。下面的essay代写范文进行论述。

Introduction
  As a professional field, we want our research to be relevant to practitioners and have an impact among managers and policy makers. We need to ensure that our general interest and policy related work is appreciated by the general public. We are not where we should be on these dimensions and need to improve on creating impact. We need to become better at translating our general interest and policy-relevant work for the mass media and social media outlets and managerially relevant work to appropriate business and trade press outlets. I will continue to improve our efforts to publicize Marketing Science articles in the media so that the work of our authors can gain greater visibility and thus promote the overall impact of the field. I will also seek to use the journal’s social media presence to both connect with our academic stakeholders and increase the journal’s external visibility. 

  Sometimes, our lack of impact is blamed on “rigor.” To the extent, “rigor” is used to describe needless methodological sophistication at the expense of transparency and clarity, that we described above I agree. We need to reclaim the word “rigor” for its positive meaning in scientific work—in its focus to obtain valid results through careful and thorough work—because rigor is the currency of trust in our results and the path by which Marketing Science achieved its stature. We should not give up on rigor to the extent that our goal is to obtain valid results. The reviewing process outlined above requires that our papers be rigorous to establish our contribution claims, but the primary emphasis should be on incremental contribution. My faith in the importance of rigor for practice has been reinforced over the years, in working with companies through the Yale Center for Customer Insights. The disciplined conceptual and methodological clarity that we gain from the rigor demanded by our journals in the pursuit of validity of our claims provide us as scholars the intellectual muscle to break down seemingly intractable problems faced by companies into manageable solutions.

  I believe that one big reason for our relative lack of impact on practice compared to some of our sister fields such as economics, OR, and computer science is that we lack Ph.D. trained practitioners in industry and policy making institutions. These fields produce an excess of doctoral students than can be absorbed by academia, who then move to industry and government, where they spread cutting edge ideas of their field within their practice areas and consult with academic colleagues when faced with difficult industry challenges. These Ph.D. trained practitioners recognize that those who remain in academia are likely to be more at the cutting edge of innovation, and have more insights on problems that face industry. Therefore they promote the value of research collaboration with academia. 

  By contrast, MBA students have a limited understanding of our research. When we introduce our research ideas in the MBA classroom, it is mostly at a superficial level. Therefore, the MBA students often do not see marketing academics as “go-to” people to address big challenges they face in industry. If the practical impact of our scholarship is an important criterion for us as a field, we need to produce more Ph.D.s who will do the job of translating our cutting edge research in practice and serve as ambassadors for our ideas within companies. That of course is unlikely in the short-run. The new M.S. students in data analytics coming out of several business schools might be an important key to the greater impact of the research of quantitative marketing scholars on practice. This makes me more positive about the likely influence of our work on practice going forward.

 Conclusion 
  The journal and our field are both in a very healthy state. Marketing Science has led the field of quantitative marketing in introducing novel models, methods, research approaches, and expanding substantive areas of enquiry over 35 years of its existence, but the best years are ahead. The journal and the field are ideally positioned at the cusp of a period of extraordinary opportunity for creativity to blossom. I will dedicate my term as EiC to maximize the long-term potential for the growth of our field and the journal. 

  First, I will manage the exploitation-exploration tradeoff effectively so that Marketing Science is welcome for both authors who wish to deepen our knowledge in existing areas of research, and those who seek to broaden our field into new and potentially important areas of inquiry. Second, by encouraging a lexicographic approach to reviewing, where the incremental contribution threshold is primary and demands on execution quality are limited only to prove the validity of the incremental contribution claim, I will seek to increase the efficiency of knowledge production in the field. Marketing Science will strive to remain the premier quantitative marketing journal as the field evolves by being the journal of first choice for ALL scholars in quantitative marketing.（essay代写)

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