The argument for consumer-based strategy papers

Abstract

Rebecca Hamilton’s editorial provides a strong definition and compelling argument for consumer-based strategy research. She distinguishes this type of work as follows: (1) it provides strategic recommendations based upon consumer insights, (2) consumer insights inherent in this type of work are not specific to one firm or consumption context, and (3) the consumer is the unit of analysis (regardless of methodology employed in the work). She argues that work using multi-methods is especially conducive to this type of research and empirically validates that theJournal of the Academy of Marketing Science(JAMS) is an outlet that is interested in and supportive of publishing this type of scholarship. In my mind, this definition has real validity, and the call to action forJAMSis powerful and distinctive. I would like to comment directly on two of the central points Hamilton makes.