Interdisciplinary Research as Methodologically and Substantively Creative
Journal of Marketing Analytics
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Interdisciplinary research while often lauded comes at a cost. While some say it is collaborative, crosses boundaries and silos, and uncovers new and creative solutions to problems, others argue that it favors shallow analysis or breadth over deep interrogation or depth. Given this, how can an interdisciplinary researcher avoid appearing unfocused? And how can society uncover creative solutions and study big problems like sustainability, privacy, racism, and climate change, without working across disciplines? Ironically, as we set out to conduct research in any feld we borrow from others, often without awareness.
Interdisciplinary Research as Methodologically and Substantively Creative.
Journal of Marketing Analytics, 9(1),