Purpose – The purpose of this paper is to highlight what the authors regard as serious problems with the continuing dominance of a “hard science” view of what constitutes “top quality” research, and to present evidence that a “softer” approach will yield work that more closely...

Marketing practice is increasingly being affected by new technologies, creating opportunities and threats for marketing practitioners. Much of the literature has concentrated on effects external to the firm such as the Internet's impact on market structure, or new business paradigms. However,...