Golder's historical method in research in marketing

This article reviews a seminal article in the historical marketing literature — “Historical Method in Marketing Research: With New Evidence on Long-Term Market Share Stability” (Golder, 2000). The present study uses citation analysis and commentary to consider the contributions of Golder (2000) to the marketing discipline. This review explores why the article is seminal and how Golder's article influences marketing historical research. Golder's article is important for two main reasons. First for its findings, which contradict commonly held beliefs about long-term market share stability, though the relevant literature largely ignores these findings. The literature does recognize Golder's (2000) second contribution of the historical method: his article offers clear guidelines to new and emerging research in historical marketing.