Marketing Strategy Journal

The Marketing Strategy Journal (MSJ) aims to facilitate the diffusion of marketing thinking into organizational reinventions. The journal thrives to shed light on fundamentally new and advancing marketing insights. Given the increasingly interconnected business environments, the journal focus on enabling the transfer of knowledge among producers and consumers, thereby driving deeper engagement among multiple stakeholders.

MSJ encourages research that explores flexibility and agility in managing market turbulence and change induced by market disparities (competition, technology, political realignment, etc). The journal contributes to the field by bringing research that answers important and interesting questions that can significantly impact the way marketing is practiced across the world into the forefront.

The journal embraces rigor and relevance in translating research findings into innovative solutions for managing markets. MSJ fosters research that critiques existing theories, and develops new theories, and conceptual, analytical frameworks, thus also promoting new knowledge generation.

Broad Areas of Interest:

The disruptive digital age demands markets embrace technology and harness it to support growth and resilience in business environments. With that context, the broad areas of research the MSJ focuses on are:

• Marketing's Role in Value Creation and Value Appropriation - Impact of Marketing on Business Performance (Profitability, Growth and Resilience) and Market Capitalization

• Managing Markets (competition, strategic partners, distribution networks, and ecosystems) vs Marketing Management

• Marketing Evolution & Ecosystems, Digital Technologies, E-Marketing

• Marketing as an Investment - Intangible Assets (Brands, Distribution, Complementary Products and Services), Pricing Power

• Integration of Technological Innovation and Go to Market Strategies - Omni-Channel Retailing; Direct-to-Customer (DTC) Strategies; Digitalization - SaaS and PaaS

• Leveraging new-age Technologies (AI/ML, Digital Twins) and Digital Transformation of Marketing Processes

• Circular Economy, and Sustainability

• Product-Market Platform Strategies for Growth and Resilience; Expansion into Adjacent Markets

• Marketing strength that is appropriated through managing competitive intensity, branding, and distribution

• Changing Mindsets & Multi-Disciplinary and Cross-Functional Frameworks and Perspectives (e.g., Integration of Marketing Strategy and Operational Excellence, Marketing and Finance)

The MSJ welcomes manuscripts from a wide range of marketing areas that rely on statistical inferences, test hypotheses or research propositions, qualitative data, computational, and mathematical models.