Editorial - The Exploration-Exploitation Tradeoff and Efficiency in Knowledge Production

  title={Editorial - The Exploration-Exploitation Tradeoff and Efficiency in Knowledge Production},
  author={K. Sudhir},
  journal={Mark. Sci.},
  • K. Sudhir
  • Published 28 January 2016
  • Business
  • Mark. Sci.
Marketing Science is in a very healthy state as the premier journal for quantitative research in marketing. Since its inception, it has led the way in bringing novel and innovative methodologies and expanding into new substantive areas of inquiry. The journal is now at the cusp of its next stage of creativity and innovation. I outline new research possibilities due to big data, behavioral field studies, and managerial interest in substantive areas such as health, sustainability, emerging… 
Editorial - Introducing A New Section - Marketing Science: Frontiers
A new section “Marketing Science: Frontiers,” focused on publishing timely research with high potential for impact, is introduced, positioned as “different, but equal” relative to regular Marketing Science with the same high quality standards, but differentiated contribution criteria and a shorter Science–like format.
Field Experimentation in Marketing Research
Despite increasing efforts to encourage the adoption of field experiments in marketing research (e.g., Campbell 1969; Cialdini 1980; Li et al. 2015), the majority of scholars continue to rely
Pathways to Profits: The Impact of Marketing vs. Finance Skills on Business Performance
Through a randomized control study of 852 firms in South Africa, the analysis finds significant improvements in profitability from both types of business skills training, however, the pathways to achieve these gains differ substantially between the two groups.
Editorial: An Update on the Frontiers Section
This editorial describes (i) the papers and how they fit the goals of Frontiers and (ii) the minor changes in the Frontiers’ review process to improve efficiency and consistency for both authors and the journal.
Introduction to the Special Issue on Marketing Science and Field Experiments
It is suggested that, beyond the estimation of effects and tests of hypotheses, field experiments can complement structural models; help train targeting policies; and also contribute to the nascent area of real-time, adaptive experimentation.
Big Data for Good: Insights from Emerging Markets*
It is argued that the information vacuum that still exists in many developing countries makes the potential for impact from big data much greater in these contexts, and academic researchers have an important role to play in helping the world harnessThe potential for big data innovations, through validation, visualization, and verification of such data.
The Perils and Promises of Big Data Research in Information Systems
It is shown that compared to non-BDR studies, BDR studies deal less with theory and more with tactical topics, and ways in which IS researchers may be able to better leverage big data and new analysis techniques to conduct more impactful research are discussed.
Read this Paper! A field Experiment on the Role of a Call-to-Action in Paid Search
It is shown that a call-to-action does not necessarily enhance paid search performance, and a phrasing scheme is identified which minimizes costs while simultaneously maximizing profits for advertisers.
The tensions of defining and developing thought leadership within knowledge-intensive firms
The authors find and explore nine tensions that developing thought leadership creates and propose a framework for understanding how to engage with thought leadership at the industry/macro, organisational/meso and individual/micro levels.
P2V-MAP: Mapping Market Structures for Large Retail Assortments
A neural network language model is customized to derive latent product attributes by analyzing the co-occurrences of products in shopping baskets and applying dimensionality reduction to the latent attributes yields a two-dimensional product map.


Sophistication in Research in Marketing
Over the years, the level of analytical rigor has risen in articles published in marketing academic journals. While, ceteris paribus, rigor is desirable, there is a growing sense that rigor has
Invited Editorial - A Descriptive Analysis of Publications in Marketing Science Over Its History
In general, Marketing Science has remained an outlet for authors from top schools, and has also become a place where authors from a much broader array of schools, especially those outside the United States, can publish.
Editorial - New Editorial Structure for Marketing Science
The roles of editor-in-chief (EIC) and senior editors (SEs) and the review process under this new structure for Marketing Science are described and a new position, senior editor, in the office of the editor is introduced.
Structural vs. atheoretic approaches to econometrics
Editorial - Marketing Science Replication and Disclosure Policy
The structure of scientific revolutions, 3rd ed.
Exploration and exploitation in organizational learning . Organ . Sci
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