Business and Economics Journal

Department of Marketing, Western Sydney University, Sydney, Australia

Publications

• Mini Review   
  The 4 C's of Academic Contribution: An Illustration from Marketing
  Author(s): Vincent Mitchell*
  
  When thinking about research projects and how to make a contribution, academics can often wonder which element to focus on. In a recently published paper we report on empirical findings which support several hypotheses relating to retailer brand collaborations. However, our article provides a good illustration of a general model for how academics interesting in business and economics can make a contribution to the literature using the 4 C’s of context, concepts, components and computations. In this review, we highlight those four elements using our article as an illustration as well as reiterate the main general takeaways for business researchers. More specifically, our context was the burgeoning but relatively under researched area of retailer collaborations to which we brought the concepts of brand inheritance and using multiple theories like, Construal Theory, .. Read More»
  DOI: 10.37421/2151-6219.2021.s2.005

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