Die Mitglieder des Auswahlkomitees (Vanitha Swaminathan [Vorsitz, University of Pittsburgh], Manjit Yadav [Texas A&M University] und Jonathan Z. Zhang [Colorado State University]) begründeten ihre Auswahl folgendermaßen: “This article offers systematic evidence that conceptual work in marketing is skewing toward ‘envisioning’ and ‘explicating’ at the expense of other equally important directions such as ‘relating’ and ‘debating.’ By identifying this dominant thought style, the author team helps the field see where meaningful changes can support richer and deeper theory-building in marketing.”