The six identities of marketing: a vector quantization of research approaches

Purpose – This article seeks to provide an empirical identification of groups of marketing scholars who share common beliefs about the role of science and the logic of scientific discovery. Design/methodology/approach – Topology is used representing network quantization to identify empirically classes of marketing researchers within a representative sample of marketing professors. Findings – Six distinct classes of marketing scholars were found. They differ with regard to popularity (size) and productivity (levels of publication output). Comparing the sub‐samples of German‐speaking and US respondents shows cross‐cultural differences. Originality/value – The study enhances understanding of the current scientific orientation(s) of marketing. It may help to motivate marketing scholars to ponder on their own positions and assist them in judging where they may belong. Future comparisons over time would give an indication about the future of the academic discipline of marketing.