Table of Contents
- Key Highlights:
- Introduction
- The Stakeholder Ecosystem: Understanding Divergent Priorities
- Key Criteria for Publication in the Special Issue
- The Call to Action: Engaging the Research Community
- FAQ
Key Highlights:
- Emphasizing the integration of multiple stakeholder perspectives in marketing research can significantly enhance both the ecological value and real-world applicability of findings.
- The upcoming special issue of the Journal of Marketing invites research that explores the intricate balance between competing stakeholder interests, particularly in complex ecosystems such as healthcare.
- Submissions are encouraged that address substantial societal and business challenges, aiming for outcomes that benefit a diverse array of stakeholders.
Introduction
In an age where marketing extends beyond mere transactions to embrace societal implications, the need for a comprehensive understanding of stakeholder dynamics has never been more pressing. This shift necessitates a reevaluation of traditional marketing paradigms, which often prioritize specific consumer or business interests. By considering the broader spectrum of stakeholders—including consumers, communities, employees, and even regulatory bodies—researchers can uncover deeper insights that drive not only profit but also social good.
The Journal of Marketing is responding to this evolving landscape with a special issue aimed at exploring the complexities of stakeholder interactions. This initiative seeks to enrich the discourse around marketing by integrating diverse perspectives. Such an inclusive approach not only enhances the rigor of academic inquiry but also ensures that the research addresses the multifaceted challenges facing society today.
The Stakeholder Ecosystem: Understanding Divergent Priorities
Marketing is no longer a one-dimensional pursuit focused solely on driving sales. It has become an intricate web of relationships, each thread representing a different stakeholder with unique needs and priorities. In this context, a stakeholder view emphasizes the importance of balancing these often-conflicting interests to achieve holistic outcomes.
The Healthcare Sector: A Case Study in Stakeholder Complexity
Taking healthcare as a focal point illustrates the necessity of a multi-stakeholder approach. Here, consumers seek affordable, high-quality care, while communities demand equitable health outcomes. Governments prioritize accessible services, healthcare providers aim for profitability, and insurers must navigate coverage constraints while managing costs. All these stakeholders have different, sometimes opposing, priorities.
For instance, while a government may push for policies that promote universal coverage, healthcare providers might resist such measures if they threaten their financial viability. This creates a tension that can lead to suboptimal outcomes for patients, as the system struggles to meet diverse needs. Marketing research that explores these dynamics can reveal trade-offs that may otherwise remain hidden, allowing for more informed decision-making and policy development.
The Role of Marketing in Addressing Societal Challenges
As marketing scholars and practitioners increasingly recognize their role in addressing societal issues, the need for research that examines the implications of marketing practices on various stakeholders becomes paramount. This perspective aligns with the editorial mission of the Journal of Marketing, which aims to produce knowledge that resonates with a global audience, including scholars, educators, managers, and policymakers.
Recent studies have highlighted the importance of considering a broader array of stakeholders in marketing research. For example, MacInnis et al. (2020) identified key influences on consumer behavior that extend beyond traditional boundaries. The inclusion of perspectives from NGOs, local communities, and even the media can illuminate the multifaceted nature of consumer interactions and the marketing strategies that engage them.
Key Criteria for Publication in the Special Issue
The upcoming special issue of the Journal of Marketing will focus on empirical research that addresses significant societal and business challenges through multiple stakeholder perspectives. The criteria for publication are designed to encourage innovative and impactful research while ensuring it meets rigorous academic standards.
Scope of Research Questions
Researchers are encouraged to tackle large-scale challenges that affect multiple stakeholders. This could include inquiries into how marketing practices can foster environmental sustainability, enhance public health, or promote social equity. The scope should go beyond mere incremental improvements to address the fundamental issues facing society today.
Novelty and Behavioral Impact
Research submissions must provide novel insights derived from the perspectives of at least three key stakeholders. This requirement fosters a richer understanding of the issues at play and encourages research that can lead to substantial behavioral changes. For instance, studies that demonstrate how a marketing campaign can positively influence consumer behavior while simultaneously addressing community concerns will be highly valued.
The Importance of Multidisciplinary Approaches
While not mandatory, multidisciplinary research is highly encouraged. The integration of insights from fields such as sociology, psychology, economics, and environmental studies can deepen the analysis and broaden the implications of marketing research. Such approaches can uncover innovative solutions to complex problems, offering fresh perspectives that resonate across various sectors.
The Call to Action: Engaging the Research Community
The special issue invites scholars to contribute their insights and research to a collective effort aimed at transforming marketing practices. By fostering a collaborative environment that prioritizes diverse stakeholder perspectives, the Journal of Marketing aims to become a leading platform for impactful research.
Upcoming Special Sessions
To facilitate engagement and collaboration, the journal will host several special sessions. An online Zoom session is scheduled for October 2025, along with a dedicated session at the 2026 AMA Winter Academic Conference in Madrid. These sessions will provide opportunities for researchers to discuss their ideas, receive feedback, and network with others in the field.
Submission Guidelines
All manuscripts submitted to the special issue will undergo a double-anonymized review process, ensuring a fair evaluation of each submission. Authors are encouraged to adhere to the journal’s submission guidelines, which outline the necessary formatting and content requirements. The submission deadline is set for May 1, 2026, allowing ample time for researchers to develop their work.
FAQ
What is the focus of the special issue in the Journal of Marketing?
The special issue aims to explore the challenges and opportunities related to tensions and divergent priorities among multiple stakeholders. It seeks empirical research that incorporates diverse perspectives to address significant societal and business issues.
Why is a multi-stakeholder approach important in marketing research?
A multi-stakeholder approach provides a more comprehensive understanding of the complex interactions that influence marketing practices. It enables researchers to uncover hidden trade-offs and develop solutions that benefit a wider range of stakeholders.
What types of research are encouraged for submission?
The special issue welcomes empirical research and analytical modeling that address large-scale societal-business challenges. Submissions should derive insights from at least three key stakeholders and may incorporate multidisciplinary perspectives.
How can I participate in the special sessions?
Interested individuals can attend the online Zoom session in October 2025 or the special session at the 2026 AMA Winter Academic Conference in Madrid. Further details will be provided closer to the event dates.
What is the submission deadline for the special issue?
The deadline for submitting manuscripts to the special issue is May 1, 2026. Researchers are encouraged to prepare their work in advance to meet this timeline.
