Impact for good: a journey toward impact through marketing scholarship
本文提出在理论、实践、政策和消费者交叉领域共创知识的方法，以联合国可持续发展目标为灵感，通过医疗和金融服务案例展示如何通过合作研究改善消费者生活质量。
Purpose This study aims to propose approaches to cocreating new knowledge at the intersection of theory, practice, policy and consumers, broadly inspired by the United Nations’ sustainable development goals. Design/methodology/approach Following a process perspective, this study’s approach begins with a well-being-related problem and collaboratively works with stakeholders to exchange, disseminate and generate knowledge, with the goal of helping to improve quality-of-life for consumers. Findings To demonstrate applications of impact in action, this study provides illustrative cases from three scholarly research collaborations that involve working closely with organizations in health-care and financial services. Research limitations/implications This research provides recommendations for facilitating impactful research collaborations. Practical implications This study emphasizes the vital role that consumers and practitioners play in collaboration for impact. Originality/value A central theme in this work is the idea that being more inclusive of vulnerable and previously underserved customer populations can lead to potentially beneficial outcomes for consumers and firms, while also helping to facilitate the creation of new scholarly marketing knowledge in the process.