The small and long view

Research output: Contribution to journalArticle

20 Citations (Scopus)

Abstract

Macromarketing research should be grounded in a small view of things. It should focus on the microactions of microactors that create macrostructures. At the same time, macromarketing thought should embrace a long view of things since only a long view of system behavior can separate successful from unsuccessful public policy.

Original languageEnglish (US)
Pages (from-to)240-244
Number of pages5
JournalJournal of Macromarketing
Volume26
Issue number2
DOIs
StatePublished - Dec 2006

Fingerprint

Macromarketing
Public policy

Keywords

  • Complex adaptive systems
  • Marketing systems
  • Public policy
  • Service-dominant logic

ASJC Scopus subject areas

  • Marketing

Cite this

The small and long view. / Lusch, Robert F.

In: Journal of Macromarketing, Vol. 26, No. 2, 12.2006, p. 240-244.

Research output: Contribution to journalArticle

Lusch, Robert F. / The small and long view. In: Journal of Macromarketing. 2006 ; Vol. 26, No. 2. pp. 240-244.
@article{6b8dca24db9749a997f322bbd5dcbfc2,
title = "The small and long view",
abstract = "Macromarketing research should be grounded in a small view of things. It should focus on the microactions of microactors that create macrostructures. At the same time, macromarketing thought should embrace a long view of things since only a long view of system behavior can separate successful from unsuccessful public policy.",
keywords = "Complex adaptive systems, Marketing systems, Public policy, Service-dominant logic",
author = "Lusch, {Robert F}",
year = "2006",
month = "12",
doi = "10.1177/0276146706291045",
language = "English (US)",
volume = "26",
pages = "240--244",
journal = "Journal of Macromarketing",
issn = "0276-1467",
publisher = "SAGE Publications Inc.",
number = "2",

}

TY - JOUR

T1 - The small and long view

AU - Lusch, Robert F

PY - 2006/12

Y1 - 2006/12

N2 - Macromarketing research should be grounded in a small view of things. It should focus on the microactions of microactors that create macrostructures. At the same time, macromarketing thought should embrace a long view of things since only a long view of system behavior can separate successful from unsuccessful public policy.

AB - Macromarketing research should be grounded in a small view of things. It should focus on the microactions of microactors that create macrostructures. At the same time, macromarketing thought should embrace a long view of things since only a long view of system behavior can separate successful from unsuccessful public policy.

KW - Complex adaptive systems

KW - Marketing systems

KW - Public policy

KW - Service-dominant logic

UR - http://www.scopus.com/inward/record.url?scp=33750873333&partnerID=8YFLogxK

UR - http://www.scopus.com/inward/citedby.url?scp=33750873333&partnerID=8YFLogxK

U2 - 10.1177/0276146706291045

DO - 10.1177/0276146706291045

M3 - Article

AN - SCOPUS:33750873333

VL - 26

SP - 240

EP - 244

JO - Journal of Macromarketing

JF - Journal of Macromarketing

SN - 0276-1467

IS - 2

ER -