Abstract
This Journal of Macromarketing special issue on “Research Methodologies for Macromarketing” was guest edited by Ben Wooliscroft of the University of Otago (New Zealand). Because of its systems view of marketing phenomena, there is an inherent complexity in much of macromarketing scholarship. Accordingly, powerful methods are needed for effective macromarketing scholarship. I am thankful to the contributors to this special issue for bringing focused attention on improving the methodological approaches of macromarketers. The seven rigorously refereed articles cover both qualitative and quantitative research approaches. The Journal owes Ben deeply felt thanks for envisioning a special issue that would engender discussion among scholars about how to boost the methodological effectiveness of macromarketing scholarship.
Articles
The quantitatively-oriented articles in this issue focus on 1) a protocol for evaluating new sustainability indexes for countries (Travis Jody Simkins and myself), 2) a Bayesian Network Analysis of managers’ assessments of the ethicality of other managers and other businesses (Ahmet Ekici and Şule Önsel Ekici), and 3) evaluating an operationalization of the Integrative Justice Model (Tina Facca-Meiss and Nicholas Santos). These articles harness different multivariate-statistical techniques to allow researchers to better grasp the complexity in data sets that are emerging today.
The qualitatively-oriented articles in this issue focus on applying 1) Actor-Network Theory to controversies (Vivien Blanchet and Colette Depeyre), 2) figurational sociology methods in macromarketing (Gary Sinclair), 3) a framework evaluating powerful or dominant actors’ influence on markets (Djavlonbek Kadirov, Richard J. Varey, and Sally Wolfenden), and 4) grounded theory in the context of Fairtrade Towns (Anthony Samuel and Ken Peattie).
Book Review
This issue features one book review. Ann-Marie Kennedy discusses Strategic Social Marketing by Jeff French and Ross Gordon (London: SAGE Publications). Suggestions for book reviews, or inquiries about what the book review editor may have available, should be sent to Marilyn Liebrenz-Himes (
A Milestone
This issue marks the first in my term as editor of the Journal. I want to acknowledge the superb work of my predecessor Terry Witkowski. During Terry’s six-years as editor of the Journal, he oversaw significant changes that have benefitted all macromarketers. For example, the submission and reviewing system for the Journal became totally electronic, as SAGE Publication deployed SageTrack/ScholarOne. As a consequence of the work of Cliff Shultz (Terry’s predecessor as editor of the Journal), of Terry, and of all macromarketers, Thomson Reuters chose the Journal for inclusion in the Social Sciences Citation Index in September 2010.
Terry’s editorial imprint on the Journal can be seen in his meticulous preparation of accepted articles for publication, as well as in the trust he accorded to his team of associate editors for helping develop manuscripts that would be suitable for the Journal. Terry’s influence on macromarketing is also evidenced by the special issues or special sections he brought to the Journal. These special issues/sections completed or in progress include: Marketing History (March 2011), Vietnam (March 2012), India (September 2012), Globalization of Marketing Ideology (March 2013), Anti-Consumption Research and Society (September 2013), Subsistence Marketplaces (June 2014), Sustainability as Megatrend I & II (September 2014, March 2015), China and Chinese Communities (June 2015), Research Methodologies for Macromarketing (2016), Religion and Macromarketing (2016), Alternative Economies (2017).
All macromarketers owe Terry our genuine thanks and admiration for the leadership he provided to the Journal over the last six years.