The evolving social network of marketing scholars

Jacob Goldenberg, Barak Libai, Eitan Muller, Stefan Stremersch

Research output: Contribution to journalArticlepeer-review


The interest in social networks among marketing scholars and practitioners has sharply increased in the last decade. One social network of which network scholars increasingly recognize the unique value is the academic collaboration (coauthor) network. We offer a comprehensive database of the collaboration network among marketing scholars over the last 40 years (available at Based on the ProQuest database, it documents the social collaboration among researchers in dozens of the leading marketing journals, enabling us to create networks of active marketing researchers. Unlike most of the published academic collaboration research, our database is dynamicand follows the evolution of the field over many years. In this paper, we describe the database and point to some basic network descriptives that lead to interesting research questions. We believe this database can be of much value to researchers interested in the evolution of social networks over time, as well as the specific evolution of the marketing discipline.

Original languageEnglish
Pages (from-to)561-567
Number of pages7
JournalMarketing Science
Issue number3
StatePublished - May 2010


  • Egocentric networks
  • Scientific collaboration
  • Scientometrics
  • Social network


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