https://www.icourse163.org/course/UIBE-1205903804?tid=1463304530
文章转自公众号【Smart Innovation】，文章转载只为学术传播，不代表我公众号所持观点。
我们已经聊过为什么需要理论了，也说过理论的结构要素了。那么在实际研究中，当遇到一个有意思的现象（实务问题）时，怎么才能找到恰当的理论来分析这个现象呢？这里我们先不谈自己造理论的问题。我们假定存在着至少一个相关的理论（或概念系统）可以用来分析我们的问题（这常常是实际情况）。
为了回答今天抛出的问题，我把陈国权请过来了。借用他提出的人类知识来源和获取模型来说说咋找理论。看下面的这张图，这就是陈国权提的模型。
陈国权(2003)指出，人们获取知识和传递知识的过程实际上是可以被管理的。他提出了人的知识来源模型，然后，基于此模型建立了人的知识获取和知识传递过程的管理方法。从下往上看图，左下方是一片树叶，真实的树叶存在于自然之中，树叶的本象和法则隐含在树叶中。下方中间部分表明人通过观察树叶，形成了对树叶的认知，存在于人的大脑中。右下方表示人将其大脑中对树叶的认知显现出来，文本化了，记录在媒介上。接着是图中虚线框部分，这里说明了人类获取知识的四种方法：①体验法——通过在自然和社会环境中实践、观察、体验，直接获得知识；②交流法——通过与有知识的人交流，获得知识；③解读法——通过解读载有知识的各种媒介（如书、期刊、网页等）来获得知识；④反思法——对通过体验法、交流法和解读法获取的知识进行专门、有意识、有目的的总结、研究，获得新知识。
也可以用一句轻松的话来总结陈国权的核心思想：读万卷书不如行万里路，行万里路不如阅人无数，阅人无数不如明师指路，明师指路不如自我感悟（不知道是谁说的，拿来一用）！ “读万卷书”泛指从各种媒介上汲取知识（解读法）；“行万里路”泛指在实践中摸索门道（体验法）；“阅人无数”和“明师指路”泛指从交流中学习（交流法），只不过后者会给学习者带来更多合用的信息；“自我感悟”是前面所有学习策略奏效的前提条件（反思法）。
讲了这么多，回到正题吧。这跟如何寻找理论有什么关系？寻找理论是知识获取的一个实例。因此，我们可以从媒介上、专家身上获取合用的理论（自己思考是少不了的，自己摸索是另一回事）。除此之外，我实在想不出来还可以从哪里获取。
那么接下来要讨论的就是这两个问题了：①如何从媒介上找理论？②如何从专家那里获得理论？先说第一个问题。从各种媒介中找理论，考验的就是大家的学术信息搜索能力了。有关这个话题的全面讨论，等以后进行吧。今天专就理论搜寻聊聊。如果哪个学者把本领域的所有理论都给我们列出来了，那我们是不是就省好多事了。所以，首先考虑的就是本领域的理论合集的媒介，有教科书，有专著，有论文，还有网站。我们以前也推荐过不少书（理论是什么-最后的总结）。
论文“The future of strategic management research: Assessing the quality of theory borrowing”中的一个截图，里面有战略管理相关的100多个理论
如果我们找到这样的理论集合，那么接下来的事情就是快速地浏览一下，大致看一下哪些理论有可能对眼前的问题有用，再深入下去进行分析。
如果我们找不到这样的理论集合，怎么办？我们可以使用学术搜索引擎去搜索相关的文献来看。不管是CNKI、谷歌学术还是其他的搜索引擎，都可以。这里，我推荐大家用一下CNKI的句子检索功能。给大家演示一下，如何利用句子检索功能快速地找相关的理论。
群里有朋友想让我以下面这个问题为例讲一下如何搜索相关的理论：“为什么现在的都市大龄剩男剩女不想结婚的比例升高了？”（大家可以在Smart Innovation群里改成真名，便于交流）。虽然我不研究这一块内容，但是觉得也挺有意思。
我们来吧。先进入CNKI的高级检索页面，找到“句子检索”这个页签。接着就可以输入检索词进行检索了。
在输入检索词的时候就需要我们猜一猜了。猜什么？如果有位学者用了某个理论研究我们刚才的问题，那么，在一句话中，他（她）可能怎么写呢？例如，可能是“本文利用XXX理论来研究YYY问题”。如果是这样，在同一句话中就会同时出现XXX和YYY。但是你又说了，我就是不知道XXX是什么，才去搜索的。如果我知道了，就不用搜了。所以，输入“XXX”和“YYY”是不合适的。那么，我们输入“理论”和“YYY”怎么样呢？应该可以。接着问题来了“YYY”是个啥？我们能不能再猜猜？“剩男剩女”、“结婚”、“剩男”、“剩女”、“晚婚”似乎都可以啊。那我们就先试一试吧。
先输入“理论”和“剩男剩女”试试，结果如下图：
我们再试试输入“理论”和“晚婚”试试，结果如下：
第9条又有一个同类匹配理论，我翻了一下，其他的条目没有参考价值。但是这已经是很不错的收获了。举例就到此为止吧。句子检索功能还有很多很多其他用途，能够帮助我们节约大量的精力，提高研究效率，大家可以摸索一下。
我们接着再聊第二个方面的问题：如何从专家那里获取相关的理论呢？其实，学习提升速度最快的还是明师指点啊。大家最近的明师就是自己的导师或者同事。但是似乎我们不喜欢彼此之间分享研究话题。有的是怕别人偷了idea；有的是觉得自己水平低，不好意思；有的是觉得别人水平差，不想交流。其实大可不必：①如果以学术为志业就不怕别人偷idea，我们应该有源源不断地产生idea的能力，让他偷去又何妨？就像前段时间爆出来的学术明星似乎是偷了别人的idea，实在有点可惜了。②水平不行就不能参与了吗？世界发展到今天已经没有牛人了。我们顶多是在自己那一小片耕耘的土地里称王称霸。出了你的一亩三分地，什么也不是。越是有水平的学者越知道这一点，就越会真正地谦虚（但是学者也一定要有傲气，那是在研究过程中藐视困难的傲气，不是藐视同行的傲气）。
与专家、同行或者同学交流最重要的一点是真诚。这是基础，在这基础之上就是要善于问。“问”不仅是孔门弟子所提倡的求学之径，也是苏格拉底所推崇的治学之道，同时也是我的博士生导师马老师行事的一大法宝。
做到“不耻问”，难！原因至少有二：①问别人，显得自己无知；②问别人，怕耽误别人的时间，给别人制造麻烦。
做到“不耻下问”，更难！那是一种很高的修养！“下”在这里何解？非是不如己之人，乃依礼把自己放低，把被问之人抬高之意。自己如何低？对方如何高？礼为度，过则显谄媚，不及则显傲慢。
参考文献
陈国权. (2003). 人的知识来源模型以及获取和传递知识过程的管理. 中国管理科学, 11(6), 86-94.
第五届营销科学与创新国际研讨会暨Journal of Cleaner Production专辑学术会议
受新冠肺炎疫情的影响，第五届营销科学与创新国际研讨会暨Journal of Cleaner Production专辑学术会议（以下简称“MSI 2021”）定于2021年5月22-23日以“线上线下”结合的形式召开。为便于疫情防控，线下总人数控制在100人以内。
会议日程安排（初）
https://www.journals.elsevier.com/journal-of-cleaner-production/call-for-papers/special-issue-on-marketing-innovations
投稿截止日期：Sept. 30, 2021
JCLP专辑仅接受英文稿件。
The ecologicalization issue boosts much more innovative marketing approaches (e.g., ecological marketing, green marketing) for sustainable development in the last decades (Katrandjiev, 2016; Garg & Sharma, 2017). More and more firms are engaging in innovative marketing practices for sustainable development and personalized preferences of customers to establish their reputation and to generate positive impacts on natural environments (Gerstlberger et al., 2014; Wang et al., 2017, 2018; White et al., 2019). The innovative marketing practice here refers to “the continuous innovations of planning, organizing, coordinating, implementing and controlling the development, pricing, promotion, and distribution of products or services to meet the new challenges of the future ecosystem in a manner that satisfies the following three criteria: (1) customer needs are met, (2) organizational goals are attained, and (3) the innovation is compatible with the ecosystem”. Therefore, it is highly associated with “cleaner production and corporate sustainability” (Dangelico and Vocalelli 2017, p. 1264). In practice, in order to improve sustainable development for the future ecosystem, the engagements of various stakeholders from multiple levels are urgently needed in the processes mentioned above (Cronin et al., 2011), and innovative marketing practices do matter across different levels. For example, at the macro level, government regulatory policy for environmental protection is becoming increasingly important for the sustainable development (Groening et al., 2018). At the firm level, firms’ green marketing strategy is even much more significant for building business competitive advantage than ever (Papadas et al., 2017; Papadas et al., 2019). At the individual level, customers’ green product purchase and sustainable consumption behaviours are fostering sustainable lifestyle and consumerism as well (White et al. 2019). So it is obvious that marketing innovations for sustainability is the key to sustainable development for the future ecosystem (Dangelico and Vocalelli 2017; Gerstlberger et al., 2014).
However, most prior studies tend to examine either marketing innovations or sustainable development separately (Fiore et al., 2018), so it is urgently needed to link the two research streams together and further explore marketing innovations and sustainable development for the future ecosystem. For instance, more research is called for on how to utilize marketing innovations to improve the performance of sustainable production and consumption in general from the perspectives of governments, firms and customers respectively. In particular, given the current Covid-19 crisis backdrop, firms are calling for further studies on innovative marketing practices for the future ecosystem, and some new marketing practices are emerging (Hudecheck et al., 2020; Reeves et al., 2020), which boosts sustainable development renovation (Pirouz et al., 2020) and sustainable consumption transition (Cohen, 2020). As such, new challenges and opportunities for the future ecosystem might co-exist in practices of marketing innovations and sustainable development. This SI focuses on the “green” aspects of marketing innovations, which can be taken into consideration for sustainable development from the perspectives of multiple stakeholders (governments, communities, firms, customers, etc.). Furthermore, this SI also examines how to improve the sustainable development through these marketing innovation practices for the future ecosystem.
The topics relevant to this special issue include but are not limited to:
·New marketing innovation approaches associated with sustainable production and consumption.
·The criteria for evaluating marketing innovations regarding sustainability performance
· Regulatory policy making and adoption for sustainable development for the future ecosystem.
·Explore and compare the effectiveness of various marketing innovation strategies for the future ecosystem.
·Customer sustainable consumption and marketing innovations for the future ecosystem.
·Multilevel perspectives on how to facilitate sustainable production and consumption for the future ecosystem.
·The development process of ecological products or services in the perspective of ecosystem.
·Value co-creation and customization strategies for sustainable production and consumption.
·Country difference of marketing innovation and sustainability for the future ecosystem.
·Marketing innovations and customization for future ecosystem in sharing economy.
·Marketing innovations and sustainability in a post era of Covid-19 crisis.
All authors must follow the editorial guidelines provided in the Guide for Authors of the Journal of Cleaner Production, which can be accessed via the website (https://www.elsevier.com/journals/journal-ofcleaner-production/0959-6526/guide-for-authors). Authors should submit their manuscripts via the Elsevier Editorial System (https://ees.elsevier.com/jclepro/default.asp). Authors should select “VSI: Green Marketing” as the article type for this VSI when they wish to submit their manuscript to the EES.
Full papers are invited for potential publication in this VSI of the Journal of Cleaner Production. Submissions should be between 9 000 and 13 000 words for comprehensive, integrative reviews, and between 7 000 and 8 500 words for full research/theoretical papers with broad empirical studies.
All authors must follow the 'Guide for Authors' which can be accessed via the following link: https://www.elsevier.com/journals/journal-of-cleaner-production/0959-6526/guide-for-authors, and follow the standard submission procedures of Elsevier's Editorial System (EES). All submissions will be subjected to thorough peer review, revision, and re-submission processes.
Papers must be written in good English. Authors with limitations in the command of written English are recommended to have their papers edited by a 'Professional English Scientific Editor', before the first submission because poorly written pieces can compromise the decisions during the review process. Similarly, they should have their final document edited by a 'Professional English Scientific Editor', before they submit their final document for the final review and for publication. All submissions will be checked for similarity and those manuscripts showing too high levels of similarity will be rejected.
Deadline submission of full papers: Sept. 30, 2021
Submission of the revised papers: Dec. 01, 2021
Second round Peer-Review completed: Feb. 01, 2022
Notification of final decisions on the papers: May 15, 2022
Publication of the SI of all accepted papers: June 15, 2022
Managing Guest Editor:
Prof. Yonggui Wang, The MOE Changjiang Chair Professor of Marketing and Strategy, Vice President, Capital University of Economics and Business, Beijing, China
Email: ygwang@uibe.edu.cn
Guest Editors:
Dr. Michael Hejia, Assistant professor of Marketing, Faculty of Business and Economics, The University of Hong Kong, Hong Kong, China
Email: mhjia@hku.hk
Prof. David Fan, Professor of Management, Department of Management and Marketing, Swinburne Business School, Swinburne University of Technology, Melbourne, Australia
Email: dfan@swin.edu.au
Authors may also confer with the 'Co-Editor-in-Chief’ of the Journal of Cleaner Production Prof. Yutao Wang, who oversees this Special Volume.
Email: yutaowang@fudan.edu.cn
1. Cohen, M. J. (2020). Does the COVID-19 outbreak mark the onset of a sustainable consumption transition?. Sustainability: Science, Practice and Policy, 16(1), 1-3.
2. Cronin, J. J., Smith, J. S., Gleim, M. R., Ramirez, E., & Martinez, J. D. (2011). Green marketing strategies: An examination of stakeholders and the opportunities they present. Journal of the Academy of Marketing Science, 39(1), 158-174.
3. Dangelico, R. M., & Vocalelli, D. (2017). “Green Marketing”: An analysis of definitions, strategy steps, and tools through a systematic review of the literature. Journal of Cleaner Production, 165, 1263-1279.
4. Fiore, M., Silvestri, R., Contò, F., & Pellegrini, G. (2017). Understanding the relationship between green approach and marketing innovations tools in the wine sector. Journal of Cleaner Production, 142, 4085-4091.
5. Garg, S., & Sharma, V. (2017). Green marketing: an emerging approach to sustainable development. International Journal of Applied Agricultural Research, 12(2), 177-184.
6. Gerstlberger W, Praest Knudsen M, Stampe I. (2014). Sustainable development strategies for product innovation and energy efficiency. Business Strategy and the Environment, 23(2), 131-144.
7. Groening, C., Sarkis, J., & Zhu, Q. (2018). Green marketing consumer-level theory review: A compendium of applied theories and further research directions. Journal of Cleaner Production, 172, 1848-1866.
8. Hudecheck, M., Sirén, C., Grichnik, D., & Wincent, J. (2020). How companies can respond to the coronavirus. MIT Sloan Management Review. Online available at: https://sloanreview.mit.edu/article/how-companies-can-respond-to-the-coronavirus/
9. Katrandjiev, H. (2016). Ecological marketing, green marketing, sustainable marketing: synonyms оr аn evolution оf ideas. Economic Alternatives, 1(7), 71-82.
10. Papadas, K. K., Avlonitis, G. J., & Carrigan, M. (2017). Green marketing orientation: Conceptualization, scale development and validation. Journal of Business Research, 80, 236-246.
11. Papadas, K. K., Avlonitis, G. J., Carrigan, M., & Piha, L. (2019). The interplay of strategic and internal green marketing orientation on competitive advantage. Journal of Business Research, 104, 632-643.
12. Pirouz, B., Shaffiee Haghshenas, S., Shaffiee Haghshenas, S., & Piro, P. (2020). Investigating a serious challenge in the sustainable development process: analysis of confirmed cases of COVID-19 (New type of coronavirus) through a binary classification using artificial intelligence and regression analysis. Sustainability, 12(6), 2427.
13. Reeves, M., Lang, N., & Carlsson-Szlezak, P. (2020). Lead your business through the coronavirus crisis. Harvard Business Review. Online available at: http://coronanepal.org/Areas/Report/Uploads/Files/c8c0a674-41f8-4774-bcb8-b90e05747499.pdf
14. Wang, Y.G., J.Lee, E. Fang, and S.Ma (2017). Project customization and the supplier revenue–cost dilemmas: the critical roles of supplier-customer coordination, Journal of Marketing, 81(1), 136-154
15. Wang, Y.G., Xiang, D.D., Yang, Z.Y., and S. Ma(2018). Unraveling customer sustainable consumption behaviors in sharing economy: A socio-economic approach based on social exchange theory, Journal of Cleaner Production, 208, 869-879
16. White, K., Habib, R., & Hardisty, D. J. (2019). How to shift consumer behaviors to be more sustainable: A literature review and guiding framework. Journal of Marketing, 83(3), 22-49.
《市场营销》
作者：王永贵
出版社：中国人民大学出版社
出版年月：2019
简介| 本书识别出对当今营销中影响最大的一些主题和工具以及在未来营销中将扮演重要角色的主题和工具，其中特别是价值、体验、服务、品牌、关系、网络以及伦理与社会责任行为等。正如读者在阅读本书中将会发现的，上述相关主题在营销管理中往往呈现出多种不同的形式。在广泛调研和分析的基础上，本书在篇章设计与内容安排上真正确立了顾客价值这一主线，并始终沿着理解价值、锁定价值、创造价值、传播价值、交付价值和提升价值的逻辑轨迹加以展开。
《服务营销》
作者：王永贵
出版社：清华大学出版社
出版年月：2019-01
教师扫码可免费申请样书
简介| 《服务营销》以移动互联网、物联网、大数据、人工智能、虚拟现实等相关技术飞速发展为背景，立足于服务营销的相关理论与框架体系，阐述了企业价值创造和企业竞争逻辑顺应顾客角色的动态演化的转变过程，并在总结和探索企业从事服务营销与管理的核心问题及流程的基础上，结合国内外有关服务营销的理论热点和企业实践，诠释了以服务营销提高顾客满意度和忠诚度、进而提升顾客资产价值和企业绩效的内在逻辑和战略工具。
《客户关系管理（第2版）》
作者：王永贵，马双
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