Finding important findings

摘要

As he has often done, Armstrong [J. Bus. Res. (2003)] presents a point of view that questions many of our traditions and practices. Papers such as his are important for the field even if they make us squirm or we disagree with substantial parts of it. In this case, I agree with at least the direction of most of his comments. I highlight a few of his points that I feel are worth reemphasizing (albeit somewhat modified) and some that seem disputable.