Utility of Archival Research: Breaking the Boundaries

Abstract

This paper explores the relevance of historical research to contemporary marketing theory and practice. The paper surveys the international context/ recognition of such research and the Australian- New Zealand ‘situation’ and poses the question, ‘Can we leave our history to the historians?’ Arguably, we can use historical studies to enrich contemporary research and practice in the marketing domain especially marketing strategy and innovation and marketing positioning in practice. The paper canvasses eight principles for using archival research to address marketing questions, and the implications for academic researchers and practitioners.