Indigenous theory development in marketing: the foundational premises approach
Shelby D. Hunt ()
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Shelby D. Hunt: Texas Tech University
AMS Review, 2020, vol. 10, issue 1, No 3, 8-17
Abstract Marketing’s intellectual health requires indigenous theory development. However, marketing is a discipline that, almost exclusively, imports its concepts and theories from other disciplines and applies them to marketing issues. Articles that either develop indigenous marketing theory or use such theory as a foundation for empirical research are notably absent from marketing journals. A major reason for the absence of indigenous marketing theory is the lack of well-developed procedures and approaches for developing theories and writing conceptual articles. This article proposes, explicates, and illustrates with a concrete example (i.e., service-dominant (S-D) logic) an approach to theory development in marketing that is labeled the “foundational premises, inductive realist approach.” Although this approach is not an algorithmic procedure for theory development, it can provide a valuable conceptual framework for furthering the development of indigenous marketing theory.
Keywords: Developing marketing theory; Inductive realism; Service-dominant logic; Foundational premises approach (search for similar items in EconPapers)
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