How do successful scholars get their best research ideas? An exploration

@article{Cao2019HowDS,
  title={How do successful scholars get their best research ideas? An exploration},
  author={Cathy Y Cao and Xinyu Cao and Matthew Cashman and Madhav Kumar and Artem Timoshenko and Jeremy Yang and Shuyi Yu and Jerry Zhang and Yuting Zhu and Birger Wernerfelt},
  journal={Marketing Letters},
  year={2019},
  volume={30},
  pages={221-232}
}
Abstract We interview 24 marketing professors to ask how they got the ideas for 64 of their papers. More than three-quarters of the papers were inspired by holes in the literature, by a “stylized fact” that the current literature cannot explain, or by an interaction with a manager. The rest fall into several smaller categories that to a large extent can be seen as special cases of the three big ones. We describe how papers from each of the three big categories help move the literature forward… 

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