The Development And Transfer Of Scholarly Marketing Thought In Turkey: A Scientometric Analysis Of Master And Phd Theses 1980 – 2008 In An Emerging Market Country

Authors : Gerhard A WÜHRER, F Zeynep BİLGİN, Elif KARAOSMANOĞLU

Pages : 0-0

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Publication Date : 2011-06-01

Article Type : Other Papers

Abstract :Marketing knowledge generated at institutions of higher education is mostly considered to be distributed via journal publications and books. The neglected part of work of scholarly marketing evaluation is theses written for an academic and practitioner audience. This study focuses on the knowledge transfer achieved via theses (masters or Ph.D.) in an emerging market country, Turkey. The research questions describe the aim of study: 'What are the main significant topical structures of the marketing theses in terms of keyword patterns? What are the keywords patterns reflecting the linkages between main and peripheral themes? Which granular structure of theses topics are constitutive elements of the keyword patterns?' The methodological approach chosen for the analysis is a combination of quantitative scientometric and network analytical procedures. They are based on co-occurrence of keywords of 2000 marketing theses as elaborated by YÖK Thesis Center data base. The significant results show evidence that three different areas can be identified in the marketing keyword network. The core 'Turkey, distribution channels, problems and marketing activities', the semi-periphery 'Competitiveness and Power', and the periphery 'Buyer preferences' build the structure of the knowledge domain provided by theses work.
Keywords : Scientometrics, Scholarly Marketing Knowledge, Marketing Theses, Knowledge Domain