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Marketing, market growth, and endogenous growth theory: An inquiry into the causes of market growth

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Abstract

Market growth plays a central role in virtually all strategic marketing models developed in the past 30 years. Although marketing scholars seem implicitly to assume that marketing efforts contribute in some way to market growth, market growth per se remains a conceptual black box in marketing. Using new developments in endogenous growth theory, this article explores the link between marketing actions and market growth. In particular, the authors develop a conceptual model arguing that the effect of endogenous actions on market growth is mediated by knowledge creation, matching, and diffusion. Propositions are proposed to guide future research. The authors discuss the implications for marketing strategy at both business discipline and public policy levels.

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Authors and Affiliations

  1. Emory University, Atlanta, USA

    Sundar Bharadwaj

  2. Southern Illinois University, Illinois, USA

    Terry Clark

  3. Hofstra University, Hempstead, USA

    Songpol Kulviwat

Authors
  1. Sundar Bharadwaj
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  2. Terry Clark
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  3. Songpol Kulviwat
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Additional information

Sundar Bharadwaj (Sundar_Bharadwaj@bus.Emory.edu) is an associate professor of marketing in the Goizueta Business School at Emory University. He received his Ph.D. from Texas A&M University. His research interests focus on marketing strategy, performance, and risk. His research has appeared in theJournal of Marketing, Management Science, and theitJournal of the Academy of Marketing Science, among others.

Terry Clark (tclark@cba.siu.edu) is a professor and chair in the marketing department at Southern Illinois University, Carbondale. He received his Ph.D. from Texas A&M University. His research interests include the intersection of international marketing and marketing strategy. His research has appeared in theJournal of Marketing and theJournal of the Academy of Marketing Science, among others.

Songpol Kulviwat (mktszk@hofstra.edu) is an assistant professor of marketing and international business at Hofstra University. He received his Ph.D. in marketing from Southern Illinois University. His research interests include Internet marketing, hightech marketing, international business (sncross-cultural research), and information technology. Prior to his academic career, he worked in the area of international sales management in Thailand.

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Bharadwaj, S., Clark, T. & Kulviwat, S. Marketing, market growth, and endogenous growth theory: An inquiry into the causes of market growth. JAMS 33, 347–359 (2005). https://doi.org/10.1177/0092070305276324

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