Retail marketing: A novel research agenda

• Most retail marketing research is incremental in nature.
• Novel research in the field is more likely to have substantive impact on research and practice.
• A retail marketing research agenda not currently being studied, and not incrementally linked to current research, is proposed.

With the shift in paradigm occurring for retailing, this paper puts out a call for academics researching in the area to take up the challenge of novel research rather than the more typical incremental research of the past and present. A thematic analysis of current retail research is presented from the four leading retail journals to identify and illustrate the incremental nature of current research and the standard retail area themes considered by academics. Following this, through seeking what is not in the current incremental research, a series of potential research areas and questions are posed, creating a novel research agenda for the field of retail marketing.

Chinese Abstract随着零售业出现的模式转变，我们借本文呼吁学术界人士投入到该领域的研究中，接受全新研究带来的挑战，而不是在过去和现在的研究基础上做更多一般性的增补。有四本主流零售业杂志刊登了一份对当前零售业研究的专题分析，该分析指出并说明了当前研究的增补性质以及学术界人士所关注的标准零售领域主题。在此之后，通过对当前增补性研究之外的领域进行的探究，一系列潜在的研究领域和问题浮出了水面，这就为零售营销领域开创了一个全新的研究计划。