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This study aims to examine marketing trends spanning a period of 26 years to scrutinize North American influence in marketing research, as well as enhance comprehension of interdisciplinary marketing knowledge and identify prominent scholars, universities, countries, and articles that warrant further scholarly exploration.

This paper uses bibliometric methods to analyze the publications of eight top-tier journals (Journal of Marketing, Journal of Consumer Research, Journal of Marketing Research, Journal of the Academy of Marketing Science, Marketing Science, Journal of Retailing, Journal of Consumer Psychology and International Journal of Research in Marketing) between 1996 and 2021, as found in the Scopus database.

The findings indicate that North American hegemony in the marketing discipline continues and that the impact of marketing on other disciplines remains controversial. Some universities have a deeply rooted tradition of marketing departments. Some articles from 26 years ago are still frequently cited.

The study covers the period from 1996 to 2021. It includes only articles, uses a single database and is cross-sectional. Future research should explore longer time periods by using various databases for comprehensive analysis.

To the best of the authors’ knowledge, this study constitutes one of the first attempts to understand the scholarly contributions of the marketing discipline by considering eight top-tier journals.

Esta investigación examina las tendencias de marketing durante un período de 26 años para analizar la influencia norteamericana en la investigación de marketing, así como para mejorar la comprensión del conocimiento interdisciplinario en marketing e identificar destacados académicos, universidades, países y artículos que merecen una mayor exploración académica.

Este documento emplea métodos bibliométricos para analizar las publicaciones de ocho revistas de primer nivel (Journal of Marketing, Journal of Consumer Research, Journal of Marketing Research, Journal of the Academy of Marketing Science, Marketing Science, Journal of Retailing, Journal of Consumer Psychology e International Journal of Research in Marketing) entre 1996 y 2021, según se encuentran en la base de datos de Scopus.

Los resultados indican que la hegemonía norteamericana en la disciplina del marketing continúa y que el impacto del marketing en otras disciplinas sigue siendo controvertido. Algunas universidades tienen una tradición arraigada en los departamentos de marketing. Algunos artículos de hace 26 años todavía son citados con frecuencia.

Este estudio constituye uno de los primeros intentos de comprender las contribuciones académicas de la disciplina del marketing considerando ocho revistas de primer nivel.

El estudio cubre el período de 1996 a 2021. Incluye solo artículos, utiliza una sola base de datos y es transversal. Futuras investigaciones deberían explorar períodos más largos de tiempo empleando diversas bases de datos para un análisis completo.

本研究调查了跨越26年的市场营销趋势, 以探讨北美在市场营销研究中的影响, 并增进对跨学科市场营销知识的理解, 识别值得进一步探索的杰出学者、大学、国家和文章。

本文采用文献计量学方法分析了1996年至2021年间八种顶级期刊 (Journal of Marketing、Journal of Consumer Research、Journal of Marketing Research、Journal of the Academy of Marketing Science、Marketing Science、Journal of Retailing、Journal of Consumer Psychology 和 International Journal of Research in Marketing）的出版物, 这些文章可在Scopus数据库中找到。

研究结果表明, 北美在市场营销学科中的霸权地位仍然存在, 并且市场营销对其他学科的影响仍然存在争议。同时, 研究发现一些大学具有根深蒂固的市场营销系传统, 且一些26年前的文章仍然经常被引用。

本研究首次尝试通过考虑八种顶级期刊来理解营销学科的学术贡献。

本研究涵盖了1996年至2021年的时间段。它仅包括文章, 使用了单一数据库, 并且是横断面研究。未来的研究应该通过使用各种数据库进行全面分析, 探索更长时间段。

The purpose of this paper is to reveal the contributions of the Journal of Historical Research in Marketing (JHRM) to the academic body of knowledge. Pursuant to this objective, the study classifies the publications and citation structure of the JHRM, the nature of the publications’ authorship, the most cited articles and authors and the themes that have been covered from the first day until now (2009–2021).

This paper uses bibliometric methodologies to analyze several aspects of the JHRM.

The average number of citations per paper is 4.54. The number of articles studying marketing history/practice (163) and the history of thought (158) is almost equal, consistent with the journal’s primary orientation. Compared with other journals, it could be said that JHRM achieved close ranks, especially with those of other historical journals of similar age. The most prolific authors whose articles have been published in the JHRM are used in universities located in the USA. The JHRM is closely connected to top-tier journals in the field.

This study is limited to one journal (JHRM) only. However, the authors assert that the articles analyzed are representative samples of the entire school of marketing history. Another important consideration is that the value of many critical studies in the social sciences cannot be determined using only bibliometric measurements.

This paper contributes to the marketing literature from several perspectives. First, evaluating the JHRM in terms of its unique standing shows the scope of the field of marketing history. Second, it serves as a guide for existing and future authors regarding the JHRM and the history of marketing. Third, the JHRM’s contributions provide insights into emerging trends and new opportunities for the entire marketing community.

This study aims to present a bibliometric overview of the academic research on export performance (EP) in the business and management areas.

A bibliometric overview of 1,463 papers from 1968 to 2021, including performance analysis, science mapping analysis and graphical mapping, was conducted using the Scopus database. SciMAT software was used for thematic analysis and conceptual evolution mapping of the EP domain, and VOSviewer software was used for graphical visualization.

This study shows that EP research experienced spectacular growth, especially between 1998 and 2003, and the interest in this field continues to increase. Also, the USA and the UK appear to be the absolute leaders in EP research, with the best indicators of productivity and influence in all dimensions analyzed. The findings from the analysis through SciMAT indicate that “capabilities” and “R&D” are the main Motor themes that have contributed the most to the EP literature, whereas “global value chain” and “start-up” are emerging themes as new areas of interest.

This study develops a baseline for representing certain and exhaustive insights in the EP field and specifies trends over a period. Using a single database and excluding book chapters/conference papers are limitations of this study.

EP is a research field that has gained wide acceptance in the academic community and international marketing literature. To the best of the authors’ knowledge, no bibliometric overview has analyzed the EP literature. This study presents the first systematic quantitative analysis of academic research on EP in the business and management areas.

Whey products have conventionally been professed as a means of reducing ingredient costs. The authentic benefits of adding whey products are the enhanced worth resulting from flavor, texture and nutritional improvements as well as nutraceutical or health‐enhancing payback. Therefore, the present study aims to isolate and characterize suitable starter cultures for the production of wheyghurt drink.

Keeping in view all the benefits of yoghurt technology this study was planned to isolate the starter cultures and optimize the conditions for the production of wheyghurt drink. The starter cultures (Lactobacillus delbruceckii ssp. Bulgaricus and Streptococcus thermophilus) were isolated from the yoghurt and further characterized on the basis of their morphological and biochemical characteristics. The wheyghurt drink prepared from starter cultures with varying starter culture concentrations (1, 1.5, 2 and 2.5 percent) was analyzed for the physicochemical and sensory characteristics to explore the potential of wheyghurt drink.

During storage, color, flavor, taste and overall acceptability were affected significantly. But the interaction between treatments and storage was found non‐significant to all the sensory parameters. At zero day maximum score (7.40) for overall acceptability was recorded for T₃ and minimum score (5.60) was awarded to T₄. After five, ten and 15 days of storage, judges observed a slight decline in overall acceptability in all wheyghurt drink samples. Hence it was concluded that wheyghurt drink sample T₃ obtained maximum scores regarding the organoleptic evaluation and remained the best.

The key to growth is a continuous evaluation and modification of the product to match consumer expectations. Currently there are many apparent benefits that result from incorporating selected whey products into yogurt formulas. The starter cultures for the production of fermented whey products are not presently produced in Pakistan and are imported for industrial use. The use of LAB as starter culture may help to improve the quality and shelf life of the whey products.

The research is useful for food manufacturers in order to develop functional food products for consumers. Understanding consumer needs and preferences is critical to successful product development and enhancing marketing values of a product. Nutritionally improved foods, such as wheyghurt over the conventional counterpart, will be highly successful in the marketplace. Consumers will prefer such kinds of foods because they are more conscious about their health and such foods provide them with what they desire, i.e. health benefits with good nutrition.

The paper aims to identify the most supply chain resilient company suitable for the customized preferences of partner firms in the context of the Chinese supply chain framework during the COVID-19 pandemic.

A hybrid multicriteria model, i.e. Fuzzy Analytical Hierarchy Process (AHP), was used to assign weights to each criterion, which was subsequently analyzed by three approaches, namely Fuzzy Technique for Order of Preference by Similarity to Ideal Solution (TOPSIS), Fuzzy DEMATEL (Decision-Making Trial and Evaluation Laboratory), and Evaluation Based on Distance from Average Solution (EDA), to rank the top ten companies in descending order of supply chain resilience. Further, sensitivity analysis is performed to identify the consistency in ranking with variation in weights. The rankings are validated by a novel Ensemble Ranking algorithm and by supply chain domain experts.

The rankings suggest the company “China Energy Construction Group Tianjin Electric Power Construction Co., Ltd” is the most feasible and resilient company, presenting interesting findings to partner firms, and Bosch is the least reliable supply chain company of the ten firms considered, thus presenting interesting findings to partner companies.

“Crisis Management Beforehand” is most critical in the current pandemic scenario. This implies that companies need to first prioritize taking proactive steps in crisis management followed by the need to minimize the “Expected impact of pandemic.” Performance factors also need to be regulated (sales, supply chain rank and financial performance) to maintain the company's overall reputation. Considering the consistent performance of the China Energy Construction Group Tianjin Electric Power Construction Co., Ltd., it is recommended as the most reliable supply chain firm to forge strategic partnerships with other supply chain stakeholders like suppliers and customers. On the other hand, Bosch is not recommended as a supply chain reliable company and needs to improve its crisis management capabilities to minimize the pandemic impact.

The paper aims to identify the most supply chain resilient company suitable for the customized preferences of partner firms in the context of the Chinese supply chain framework during the COVID-19 pandemic. The rankings suggest the company “China Energy Construction Group Tianjin Electric Power Construction Co., Ltd” is the most feasible and resilient company, presenting interesting findings to partner firms, and Bosch is the least reliable supply chain company of the ten firms considered, thus presenting interesting findings to partner companies.