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Examines some of the applications of repertory grid technique and theory to qualitative market research. In particular, it shows how together they can be used to explore five basic components of the network of subjective meanings that consumers attach to their consumption experiences, what are termed here consumers’ product construct systems (PCSs): consumption domains: how do consumers categorise different products and services?; decision rules: what search strategies and evaluative criteria are employed for each category?; values: what core beliefs underpin different decision rules?; construct complexity: how discriminating are consumer’s decision rules and values?; and construct commonalities: what are the similarities and differences in consumers’ PCSs and how are they mediated by their demographic backgrounds?

Recently there has been debate about whether or not academic research and theories in management are ‘relevant’. The discussion has been extended to marketing and we explore whether or not there is a disconnection between marketing practice and the methodologies, theories and concepts put forward by marketing academics. The possible explanations for the divide between ‘theory’ and ‘practice’ in marketing are assessed. We then focus on new product development and consider the practical implications of the considerable corps of research aimed at identifying the influences affecting new product success. We continue by discussing the traditional representation of new product development. This assumes a staged process that can be managed, but which ignores in particular the impact of uncertainty. We conclude by suggesting that marketing needs to reappraise its model of the new product development process.

The spectre of declining international competitiveness has haunted Britain since the latter half of the nineteenth century; but the need to improve the market performance of Britain's manufacturing industry in the light of the chronic decline in world market share, the rising penetration of manufactured imports in the domestic market, and a growing increase in the deficit on the balance of UK trade in manufactures, has been particularly stridently stated throughout the post‐war period. Numerous reports and academic studies have been generated that have tended to concentrate for the most part on the reasons for the poor economic performance. A pot pourri of explanations have been offered, ranging from an emphasis on traditional “empire” and hence captive markets, an inadequate educational system, and an over concentration of scarce R&D resources on defence sectors, through to a lack of a sufficiently inspired marketing orientation, a failure to invest in the longer term (because of inter alia the myopia of the UK financial community) and insufficient effort directed towards being technologically innovative. Within these it might be discerned lie the seeds of a range of policy prescriptions and strategies. The problem is that many of these tend to reside in the province of Government or are too general to have any effective relevance for management. What is needed is a more “on the ground” approach founded on a deeper understanding of how individual businesses establish a competitive position in their particular market, and the means that their managers employ to preserve competitiveness. It is also clear that one needs to explore the notion of competitiveness, which has received a glib notoriety, and possibly a variety of confused and probably in some cases meaningless interpretations. We have therefore established a research programme at UMIST aimed at exploring the nature of new technology sectors, the implications for, in particular, strategic management of businesses operating in them, and the competitive strategies such businesses employ. In this way we aimed to draw out some lessons on competitiveness.

Technological innovation is universally recognised as a major generator of economic progress, producing mild—and sometimes major—changes, in existing technologies, attitudes, methods of operation, and patterns of demand, which in turn can engender resistance from those parties chiefly affected. At the same time, the incursions into foreign technological territory usually involved can be severely hampered by formidable technical obstacles which can act to frustrate the ultimate success of the venture. Imponderables such as these are widely acknowledged as the sources of the uncertainty traditionally associated with radical innovative projects.

There would appear to be a view in common currency that IT is revolutionizing marketing, offering the possibilities of enhanced operational efficiency, the facilitation of the development of innovative products and services as well as the potential for reconfiguring marketing in the organization. Addresses the manner in which IT has affected and may significantly affect marketing by references to an empirical study of the existing and projected impact of IT on marketing activities, as well as analysing the factors which are likely to facilitate or impede the process. IT can be the handmaiden to the erosion of marketing as a major organizational function, with many of the traditional customer oriented activities being more widely diffused throughout the organization. On the other hand, it may be that marketing retains its position by adopting the role of guardian of the customer orientation, taking responsibility for defining the form and content of information that is an acceptable basis for organizational discourse.

The paper strives to assess the current status of research in marketing.

The paper examines statistics showing the current position of market area studies. The paper also looks at the range of supply and demand factors affecting the quality and volume of research in marketing.

The paper argues that there is a range of extrinsic factors that affect in some way how research in marketing is undertaken, how it is perceived more widely and the form of its output. Research in marketing also has its own internal drivers that reflect in particular the current position of its knowledge base, and the manner in which those engaged in research perceive research potential. Finally, on the basis of the analysis the paper suggests some practical means of enhancing research in marketing.

This is important in identifying areas of concern that can be addressed in order to enhance the status of marketing.

Examines some of the underlying assumptions, research objectives and practical applications of the repertory grid technique (RGT) in consumer research. It explains why the use and evaluation of the RGT should be grounded in the assumptions of the theory from which it derives, George Kelly’s personal construct psychology (PCP), and examines the way in which it is both congruent with and can contribute to the development of the emerging interpretive paradigm in consumer research. The specific questions that the RGT can help to answer about consumer behaviour experience are identified and illustrated with the findings from a short empirical study. Overall, it is argued that when the RGT is employed within the guidelines of PCP it provides a useful interpretive research framework for exploring some of the similarities and differences in the content and structure of consumers’ subjective meaning systems.

Explores the demand and supply side factors likely to affect international branding strategies with particular emphasis on the European market. The study of the European confectionery industry highlights some of the major factors and issues in the debate regarding the development of the standard European brand and concludes that strategic variety is likely to be the accepted feature of the branding strategies of the different players based on varying degrees of standardization and adaptation of the various elements.

To introduce the contents of this special issue on research in marketing and comment on the development of the discipline in UK universities.

Relates each paper to a taxonomy of academic research and comments on their content. Examines major trends in higher education and relates them to the fortunes of marketing educators.

There are reasons to be cheerful about academic marketing in the UK: there are clearly opportunities to publish in the world's leading academic journals, increased funding for the discipline, the acceptability of a wide range of methodologies and the increasing influence of marketing. Less encouraging is the naïve and destructive competition between universities and the consequent destruction of academic development.

This is a UK perspective that depends on limited knowledge of other than a few other countries.

There are good reasons to be positive about an academic career in marketing, but also a desperate need to tackle the naïve strategies of universities and to intervene to mend the gaps in the development of academic marketers.

Gives an insight in to the range of research in marketing, and an insight into the opportunities and pitfalls of a career in academic marketing research.