Issues in conducting marketing strategy research

Marketing, as an academic discipline, is becoming more and more concerned with strategic issues. Indeed, numerous theoretical articles concerning marketing strategy issues have won awards in the Journal of Marketing in recent years. However, empirical testing of these theories has been less frequent. Difficulties in designing effective research to address marketing strategy issues may be a significant reason for this situation. This paper reviews some key considerations in conducting marketing strategy research and offers recommendations for how they may be resolved.