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Physics envy

Tapp, Alan

Authors



Abstract

Purpose - This paper seeks to identify and discuss a phenomenon with a hidden but severe impact on the conduct of research and teaching in marketing. Design/methodology/approach - Solicited as a viewpoint contribution, with permission to think aloud. Findings - Physics, as the archetypal "proper" science, has exerted an undue and malign influence within universities on perceptions of scholarliness in "soft" sciences such as marketing, and hence on the applicability of its research and teaching. But the anti-science commentators may protest too much; the key question is how science is applied. Physics envy could therefore have a positive outcome, if debate is encouraged. Practical implications - There are obvious implications for the structure of research and teaching in university departments and sub-departments of marketing, in the UK and elsewhere. Originality/value - A polemic, but one with a balanced conclusion.

Citation

Tapp, A. (2007). Physics envy. Marketing Intelligence and Planning, 25(3), 229-231. https://doi.org/10.1108/02634500710747743

Journal Article Type Review
Publication Date May 31, 2007
Journal Marketing Intelligence and Planning
Print ISSN 0263-4503
Publisher Emerald
Peer Reviewed Peer Reviewed
Volume 25
Issue 3
Pages 229-231
DOI https://doi.org/10.1108/02634500710747743
Keywords business, university
Public URL https://uwe-repository.worktribe.com/output/1034682
Publisher URL http://dx.doi.org/10.1108/02634500710747743