The six scientific identities of marketing: A vector quantization of research approaches

Purpose: This article provides an empirical identification of groups of marketing scholars who share common beliefs about the role of science and the logic of scientific discovery. Design: We use Topology Representing Network quantization to empirically identify classes of marketing researchers within a representative sample of marketing professors. Findings: We find six distinct classes of marketing scholars. They differ with regard to popularity (size) and productivity (levels of publication output). Comparing the sub-samples of German-speaking and US respondents shows cross-cultural differences. Value: The study enhances our understanding of the current scientific orientation(s) of marketing. It may help to motivate marketing scholars to ponder on their own positions and assist them in judging where they may belong. Future comparisons over time would give us indication about the future of the academic discipline of marketing.