2022 年 1 巻 1 号 p. 11-17
The nature, size, and use of a product, every possible channel for distribution, messages and media, and price and payment―all have changed. The decades long consumer preference for self-selection, choice, even product and service creation developed a stronger and more persistent consumer voice. Domestic competition becomes the exception rather than the norm as national economies intertwine. Regulators struggle to respond to changing conditions. The pace and breadth of change inclines contemporary business leaders, business writers, and many academics to research that which predicts rather than reflect upon past practices and we are poorer for it.
This paper outlines seven reasons for and the very real benefits of studying marketing history. More reasons likely exist but these seven demonstrate the enduring value of conducting historical research in marketing. Marketing history researchers can seek to: 1) understand the dynamism of long-term change, 2) learn from natural experiments, 3) build and disseminate knowledge, 4) document the macro impact of marketing, 5) recognize the power of individual contributions, 6) study the evolving role of technology, and 7) document the moral compass of the discipline. The following few examples from existing historical research in marketing illustrate just some of the important contributions made and yet to be made:
1) Long-term studies document the interplay of relationship dependency and environmental uncertainty in altering the business partnerships.
2) Data on conditions pre- and post-external shocks such as depression, war, and inflation demonstrate the long-term impact on markets and marketing behaviors.
3) The intended and unintended consequences of government regulation on competition and consumer protection become more clear through an historical lens.
Marketing success does not come just from innovation, quick reactions to a changing environment, inspirational leadership, and effective implementation. It also comes from embracing uncertainty, knowing what to discard and what to keep. Only an historical lens can bring into focus the issues that allowed companies to survive and grow. Historical research holds great potential for marketing scholars and the discipline. The study of marketing history can confirm Montaigne's promise of historical research “bearing fruit beyond price.”
