Affiliation:
1. Associate Professor, Graduate School of Business, Stanford University.
Abstract
This article addresses the question, “How should theories be constructed?” In doing so, two approaches are considered: the classic positivist paradigm and an emerging realist perspective. An attempt is made to develop criteria for representing theories so that they can be more rigorously developed, tested, and evaluated.
Subject
Marketing,Business and International Management
Cited by
126 articles.
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