MKTG 556 | Session 1 | Reality Check: Infusing Ecological Value into Academic Marketing Research - 2021

Harald J. van Heerde, Christine Moorman, C. Page Moreau, and Robert W. Palmatier

Introduction

The article advocates for embedding ecological value (EV) into academic marketing research, defined as the degree to which research reflects and is relevant to marketing as it exists and evolves among stakeholders and ecosystems. The authors argue that while external validity concerns generalizability, EV is broader, encompassing integration of real-world perspectives throughout the research process. They propose a framework of "reality checks" across stages—problem identification, theory development, research design, analysis, and reporting—to ensure that research meaningfully connects to marketing practice and societal stakeholders. This shift, they contend, will enhance both scholarly contributions and practical impact (p. 1–2).