Research traditions in marketing, 1994
International Series in Quantitative Marketing Series, Vol. 5

Divergence: A Source of Creative Thinking The outstanding job accomplished by Bernard, Gary, and Gilles is really praiseworthy: not only did they succeed in completing within a remark­ ably short span of time the editing of the contributions to the conference that marked the 20th Anniversary of the European Institute for Ad­ vanced Studies in Management; they have also managed to elicit numerous insightful comments from a host of dashing young scholars as well as from the fortunate few established authorities whose findings have long be­ come leading articles in the best academic journals, who now chair those journals' editorial boards, and after whom great scientific awards have been named. In so doing, our dedicated triumvirate has blended together pieces of diverse research traditions-some of them quite puzzling-and mixed significantly differentiated styles of expression. The controversial display of self-confidence by some distinguished colleagues, the amazingly emo­ tional "good old" memories revived by their peers, the scapegoat-finding and moralizing confessions produced by some of their disciples together with the detached systematic rigidity of some others all combine to pro­ duce a multivarious patchwork that may well prove the existence of a marketing scholar lifecycle. This cartoon-like four-class typology might even make it worth the reader's while to indulge in some guesswork to discover the sequence of the four stages as an exercise and then partition the author population accordingly.

Foreword: Divergence: a Source of Creative Thinking; A. Bultez. Preface: The Conference and the Genesis of this Book; G. Laurent, G.L. Lilien, B. Pras. Quantitative Papers: Marketing Models: Past, Present and Future; G.L. Lilien. Comments; D.G. Morrison, A.S.C. Ehrenberg. Reply; G.L. Lilien. Marketing Science's Pilgrimage to the Ivory Tower; H. Simon. Comments; J.D.C. Little, L.M. Lodish, J.R. Hauser, G.L. Urban, L.J. Parsons, E. Gijsbrechts, P.S.H. Leeflang, D.R. Wittink. Theory of Well-Based Results: which Comes First? A.S.C. Ehrenberg. Comments; A.C. Bemmaor, J.R. Rossiter, D.C. Schmittlein. Reply; A.S.C. Ehrenberg. Diagnosing Competition: Developments and Findings; P.H.S. Leeflang, D.R. Wittink. Comments; P. Vanden Abeele, R. Wensley. Productivity versus Relative Efficiency in Marketing: Past and Future? L.J. Parsons. Comments; A.R. Thurik. Modeling the Diffusion of New Durable Goods: Word-of-Mouth Effect versus Consumer Heterogeneity; A.C. Bemmaor. Comments; F.M. Bass, V. Mahajan. Research on Modeling Industrial Markets; M.J. Brand, P.S.H. Leeflang. Comments; G.L. Lilien. Qualitative Papers: Scholarly Traditions and European Roots of American Consumer Research; H.H. Kassarjian. Comments; C. Derbaix, S.J. Levy. Cross-National Consumer Research Traditions; S.P. Douglas, M.A. Morrin, C.S. Craig. Comments; D. Midgley, J.C. Miller. The Markets as Networks Tradition in Sweden; J. Johanson, L.-G. Mattsson. Comments; D.T. Wilson. Interorganizational Marketing Exchange: Metatheoretical Analysis of Current Research Approaches; K.E.K. Möller. Comments; G. Easton, G.L.Frazier. The Emerging Tradition of Historical Research in Marketing: History of Marketing and Marketing of History; F. Cochoy. Comments; T. Nevett. Reply; F. Cochoy. Metaphor at Work; C. Van den Bulte. Comments; S.D. Hunt, A. Menon. Reply; C. Van den Bulte.