Transitioning to New Paradigms for Societally Impactful Research: Recommendations from the TCR Impact Task Force and an Agenda
基于TCR-AMA影响力节和两轮德尔菲研究，本文为营销学者从事具有社会影响力的研究提出范式变革议程，包括新研究效度、利益相关者参与方法、研究者能力培养和机构支持。
Marketing scholars increasingly aim to research social and policy problems to create and implement solutions with relevant stakeholders that drive societal impact. In 2022, Transformative Consumer Research and the American Marketing Association sponsored the first TCR-AMA Impact Festival, celebrating societally impactful research in marketing. Results and reflections from the conference point to successes and significant challenges facing scholars who seek to do research with societal impact. A TCR Impact Task Force of leading marketing and consumer scholars was surveyed in a two-stage Delphi study to understand these opportunities and obstacles more deeply and prioritize next steps for the academic community. The results provide an agenda for transformative consumer and marketing research. This agenda provokes fresh thinking for paradigm-level changes by advocating new research validities, methods of stakeholder engagement, initiatives for developing researchers’ capacities, and more substantial institutional support to accelerate the success of impactful academic research.