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In my interactions within the academic community, I am often posed with the following question: What are some of the topics we should be thinking about so that we can contribute to advancing the marketing discipline? As I reflect on how to respond, I recognize the transformation that is occurring within the marketing discipline. I view this transformation as an important phenomenon occurring around us, and I present my thoughts on the same in this editorial.
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V. Kumar (2018) studied this question.
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