Journal
JOURNAL OF MARKETING
Volume 75, Issue 4, Pages 136-154Publisher
SAGE PUBLICATIONS INC
DOI: 10.1509/jmkg.75.4.136
Keywords
conceptual thinking; conceptual articles; theory; novel ideas
Categories
Ask authors/readers for more resources
Conceptual advances are critical to the vitality of the marketing discipline, yet recent writings suggest that conceptual advancement in the field is slowing. The author addresses this issue by developing a framework for thinking about conceptualization in marketing. A definition of conceptualization is followed by a typology of types of conceptual contributions. The types of conceptual contributions, their similarities and differences, and their importance to the field are described. Thinking skills linked to various types of conceptual contributions are also described, as are the use of tools that can facilitate these skills. The article concludes with a set of recommendations for advancing conceptualization in our field in the years to come.
Authors
I am an author on this paper
Click your name to claim this paper and add it to your profile.
Reviews
Recommended
No Data Available