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Designing conceptual articles: four approaches

Elina Jaakkola ()
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Elina Jaakkola: University of Turku

AMS Review, 2020, vol. 10, issue 1, No 4, 18-26

Abstract: Abstract As a powerful means of theory building, conceptual articles are increasingly called for in marketing academia. However, researchers struggle to design and write non-empirical articles because of the lack of commonly accepted templates to guide their development. The aim of this paper is to highlight methodological considerations for conceptual papers: it is argued that such papers must be grounded in a clear research design, and that the choice of theories and their role in the analysis must be explicated and justified. The paper discusses four potential templates for conceptual papers – Theory Synthesis, Theory Adaptation, Typology, and Model – and their respective aims, approach for using theories, and contribution potential. Supported by illustrative examples, these templates codify some of the tacit knowledge that underpins the design of non-empirical papers and will be of use to anyone undertaking, supervising, or reviewing conceptual research.

Keywords: Conceptual research; Theoretical article; Methodology; Research design (search for similar items in EconPapers)
Date: 2020
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DOI: 10.1007/s13162-020-00161-0

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