The role of Islamic marketing researchers: Scribes, oracles, trend spotters – or thought leaders? Setting the agenda

Abstract

Purpose

The purpose of this paper is first, as a sort of “health check”, to examine the research approaches, aims and sentiments of academics in the field – based upon their output. Second, to raise key questions with the aim of elevating scholarship within Islamic marketing and its sub-disciplines – through encouraging thought leadership, grounded in: more rigorous and in-depth application of Islamic knowledge; and transformational scholarship – through intellect rooted in creativity and heterodoxy.

Design/methodology/approach

The paper employs a grounded theory approach to phenomenological investigation, based upon desk reviews of published and unpublished manuscripts from the Journal of Islamic Marketing. Investigations were also supported by expert knowledge elicitation from Editorial Advisory Board members and reviewers; using participant observation methods and data collected from manuscript reviews.

Findings

There are varying perspectives and standpoints which can be adopted, which in turn will raise divergent philosophical positions. However, it appears that many opt for approaches rooted in a dogma of heterodoxy. It is argued that a broader collection of lenses, more creative and revolutionary scholarship, and a greater depth of Islamic knowledge comparable to that shown in the critical appraisal of marketing sub-disciplines are needed – as a necessary process of generative discovery in an emergent field.

Originality/value

This paper gives consideration to a fan of philosophical epistemologies, also offering guidance on the sourcing of further supporting Islamic texts, beyond the Qur ' an and ahadith. In addition, two brief examples of Islamic data theory are presented.

Citation

Wilson, J. (2012), "The role of Islamic marketing researchers: Scribes, oracles, trend spotters – or thought leaders? Setting the agenda", Journal of Islamic Marketing, Vol. 3 No. 2, pp. 104-107. https://doi.org/10.1108/17590831211232591