ABSTRACT
In recent years, there is an active conversation within the business research community of the need to give more research attention to the grand challenges of the world. There is also an increasing awareness, which became particularly salient as the world endures the COVID-19 pandemic, of the importance of science-based knowledge or solutions to tackle many life-threatening or existential crises in both developed and developing worlds. Business schools were originally founded to solve the needs of society including efficient productions of goods and services that societies need. Responsible research calls for a more balanced attention to outcomes important to all stakeholders. In marketing, the dominant sustainability focus was on responsible consumption and responsible product disposition.
