Affiliation:
1. Vice Dean for Research and Strategy, Charles L. and Ramona I. Hilliard Professor of Business Administration, and Professor of Marketing, Marshall School of Business, University of Southern California
Abstract
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.
Subject
Marketing,Business and International Management
Cited by
835 articles.
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