Stremersch (2021) and Wierenga (2021) provide valuable reactions to our ideas in Kohli and Haenlein (2021). We highlight some of their suggestions we found particularly helpful and use this opportunity to clarify some of our ideas. In particular, we like the concept of a “project funnel,” the notions of “vertical drift” and “lateral drift,” and a “Universal Marketing Knowledge Classification System.” We clarify our ideas relating to the role of “supplying” or foundational disciplines, importance of theory, selfidentities of scholars, evaluation of research rigor, and learning about marketing phenomena.

中文翻译：

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作者对评论的反驳：影响重要营销问题研究的因素：其他想法和说明

Stremersch（2021）和Wierenga（2021）对我们在Kohli和Haenlein（2021）中的观点提出了宝贵的意见。我们重点介绍他们发现的一些特别有用的建议，并借此机会阐明我们的一些想法。特别是，我们喜欢“项目漏斗”，“垂直漂移”和“横向漂移”以及“通用营销知识分类系统”的概念。我们阐明与“供应”或基础学科的作用，理论的重要性，学者的自我认同，研究严谨性的评估以及对营销现象的学习有关的想法。