Building a new academic field-The case of services marketing

Leonard L. Berry, A. Parasuraman

Research output: Contribution to journalArticlepeer-review

171 Scopus citations


The growth of services marketing as an academic field offers insight into how a new field of study develops. This article examines specific forces that contributed to and accelerated or inhibited knowledge creation, dissemination, and utilization in services marketing. Multiple methods were used to explore this question. The analysis reveals that services marketing developed academically because it filled a need in marketing practice. Industry assumed an influential role in the development of the academic field of services marketing.

Original languageEnglish (US)
Pages (from-to)13-60
Number of pages48
JournalJournal of Retailing
Issue number1
StatePublished - 1993
Externally publishedYes

ASJC Scopus subject areas

  • Marketing


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