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Summary
The article “The Study of Important Marketing Issues: Reflections,” written by Stefan Stremersch, describes ways marketing researchers can solve problems that arise while doing business. Research begins with a clear distinction between importance and relevance. After, the author describes four types of research projects: (1) thought leadership, (2) scientific leadership, (3) applied science; and (4) puzzling science. In the article, the author suggests directing more resources from applied and puzzling science to intellectual leadership to resolve product launch issues (Stremersch, 2020). He considers constant support and development of scientific leadership equally important. In order to realize this goal, one needs to use the tactics of awareness-consideration-choice-execution.
Equally important is how ability and motivation along this sequence direct the scientist to more critical research. As a result of the analysis, the author gives three critical conclusions about how to achieve more significant values. The author of the article analyzes Kohli and Haenlein’s (2021) approach to the problems that arise as a result of the application of various marketing approaches without testing. The tension the author describes is essential and relevant for future research to rely more on importance than relevance. Managerial relevance, in this way, is the degree to which a specific manager in an organization perceives academic knowledge as helping his or her work-related thoughts or actions to achieve organizational goals. In order to work effectively in the field of marketing, representatives of this field must not only perform assessments and calculations of the market and the performance of the product but how to conduct their research using the various methods mentioned in the analyzed article. Conclusions include communication with practice, acceptance of ambiguity, and avoidance of boredom from hyper-specialization.
Relevance
The article is relevant to the study of the topic of problems in marketing. For example, the use of thought leadership in the problem of lack of trust of employees in the manager can change important decisions. The use of applied science will influence the problem of adaptation of young managers. Through the application of scientific leadership, a manager can change the practice and outlook of a large number of senior scientists. The research type will be able to solve the puzzle of the problem of the lack of sophisticated communication methods. The article is relevant to the main problems in marketing that managers, newbies, employees, and leaders face. Implications used by the practitioner in the field of marketing relate to the methods of finding a suitable market and solving the problems with product relevance to the market that was mentioned in this article.
Reaction
The most effective part of the article, considering the perspectives of the product, prices, and places studied during the course, is the analysis of ways in which a similar transformation could be conducted. This process includes a capability and motivation framework to include awareness of the product’s importance and the pricing strategy’s relevance. A marketer or manager can perform their own analysis using the methods mentioned above to evaluate not only the ability and motivation of the team but also Product selection and project creation are essential, which is a process that starts with awareness. Emphasizing this idea, awareness, consideration, selection, and execution are the main phases in order to achieve success in implementing a product locally at a reasonable price.
References
Stremersch, S. (2020). The study of important marketing issues: Reflections. International Journal of Research in Marketing. Web.
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