caa a22 4500 467979820 CHVBK 20180323112516.0 cr unu---uuuuu 170328e19900901xx s 000 0 eng 10.1007/BF02723920 doi (NATIONALLICENCE)springer-10.1007/BF02723920 The commodity approach in marketing research: Is it really obsolete? [Elektronische Daten] [Walter Zinn, Scott Johnson] The purpose of this paper is to examine a paradox in the marketing literature. This paradox concerns the commodity approach to marketing research. On the one hand, the commodity approach is perceived as obsolete. Few marketing journals or textbooks refer to it as a marketing research method. On the other hand, commodity based papers are still prominent in the marketing literature. Industrial products and the marketing of services are still the focus of a substantial amount of research. In order to empirically investigate the actual status of the commodity approach in scholarly marketing research, this paper presents a content analysis of articles appearing in theJournal of Marketing (1936-1989) and theAMA Proceedings (1957-1989). The goal of the content analysis is to measure how the adoption rate of the commodity approach has evolved over the past 54 years. Is the commodity approach as obsolete as it is perceived to be? Results show that (1) the adoption rate of the commodity approach is cyclical, (2) different commodities are studied more frequently in each of these cycles, and (3) current papers are more theoretical and less descriptive than earlier papers adopting the commodity approach. *** DIRECT SUPPORT *** A00BV057 00010 by Academy of Marketing Science, 1990 Zinn Walter University of Miami, USA aut Johnson Scott Grand Valley State University, Allendale, USA aut Journal of the Academy of Marketing Science Springer-Verlag 18/4(1990-09-01), 345-353 0092-0703 18:4<345 1990 18 11747 https://doi.org/10.1007/BF02723920 text/html Onlinezugriff via DOI 1 research-article jats NATIONALLICENCE 856 40 https://doi.org/10.1007/BF02723920 text/html Onlinezugriff via DOI NATIONALLICENCE 700 1- Zinn Walter University of Miami, USA aut NATIONALLICENCE 700 1- Johnson Scott Grand Valley State University, Allendale, USA aut NATIONALLICENCE 773 0- Journal of the Academy of Marketing Science Springer-Verlag 18/4(1990-09-01), 345-353 0092-0703 18:4<345 1990 18 11747 Metadata rights reserved Springer special CC-BY-NC licence nationallicence BK010053 XK010053 XK010000 NATIONALLICENCE NATIONALLICENCE NL-springer