How Strong (or Weak) are Marketing Exports? Analysis of the use of Marketing knowledge in Economics’ doctoral dissertations

Informações

Código: EMA66
Divisão: EMA - Encontro de Marketing da ANPAD
Tema de Interesse: Tema 04 - Teoria, Epistemologia e Métodos de Pesquisa em Marketing

Autores

Fernando Antonio Monteiro Christoph D'Andrea (Prog de Pós-Grad em Admin/Esc de Admin – PPGA/EA/UFRGS - Universidade Federal do Rio Grande do Sul) dodandrea@gmail.com
Lucas Roecker Lazarin (Prog de Pós-Grad em Admin/Esc de Admin – PPGA/EA/UFRGS - Universidade Federal do Rio Grande do Sul) lucas.lazarin@hotmail.com
Carlos Alberto Vargas Rossi (Prog de Pós-Grad em Admin/Esc de Admin – PPGA/EA/UFRGS - Universidade Federal do Rio Grande do Sul) cavrossi@ea.ufrgs.br

Resumo

Marketing is grounded in Economics, but Economics seems mostly unaware of the knowledge Marketing produces. In this study, we review the literature to understand the historical and academic relationships between these sciences; the use of Marketing knowledge by other sciences (knowledge exports); and the importance of exchanges and interdisciplinarity for the advance of science and for the study of complex problems. Then, knowing Marketing’s potential to help understanding Economics phenomena, we reviewed recent dissertations as proxies of Economics studies. We employ multimethods involving documents collection and selection to the quantitative analysis and interviews. Results show that circa 10% of Brazilian Economics PhD dissertations focus on topics directly related to Marketing, but the reference to Marketing studies is scarce, almost null. This is probably related to the disciplinary boundaries, a narrow view of the scope of Marketing and even a preconception about the scientific relevance of Marketing as a whole.

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