Authors
Christine Moorman
Publication date
2024/7
Journal
Journal of Public Policy & Marketing
Volume
43
Issue
3
Pages
207-209
Publisher
SAGE Publications
Description
I enjoyed reading the results from the TCR Impact Task Force and found the recommendations regarding how to help the field move toward more socially impactful research very helpful and well-considered. I agree that we have a long way to go on this important path. However, I differ in my views about how we might get there. It is hard to disagree with the worries about how institutional structures, rewards, and incentives squeeze this type of research out of the lives of most scholars. However, in the spirit of maximizing the “impact” of this commentary, I will focus on 11 of my own recommendations that are within the agentic sphere and closer to the toolkit and mindset of most of us as scholars. In each case, I hope to tilt the balance of action toward research that has a better world (BW) focus—research that benefits the world in important ways beyond profits.
1. Nest in marketplace exchanges. One of my worries about …
Total citations
20241
Scholar articles
C Moorman - Journal of Public Policy & Marketing, 2024