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Advancing theory in marketing: insights from conversations in other disciplines

Rajan Varadarajan ()
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Rajan Varadarajan: Texas A&M University

AMS Review, 2020, vol. 10, issue 1, No 10, 73-84

Abstract: Abstract Over the years, marketing scholars have voiced concerns regarding the dearth of indigenous theory development in marketing, reliance on theories developed in other disciplines, and the downward trend in conceptual articles published in marketing journals. Advancing marketing theory encompasses developing organic marketing theories, refining and extending theories developed in other disciplines used to explain and predict marketing phenomena, evaluating theories currently in vogue in the field and discarding flawed theories, and developing overarching theories that in addition to explaining marketing phenomena also explain a broader range of phenomena that transcend disciplinary boundaries. Along the lines of the demonstrated potential of theories developed in other disciplines to shed light into marketing phenomena, the potential of organic marketing theories to shed light into phenomena that are the focus of research in other disciplines also merit exploration. Against this backdrop, drawing on theory insights from marketing literature and other disciplines, this commentary focuses on issues relating to development of new theories, extensions and revisions of theories in vogue, and discarding of flawed theories.

Keywords: Marketing theory; Theory critique; Revision and extension; Mid-range theory (search for similar items in EconPapers)
Date: 2020
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DOI: 10.1007/s13162-020-00167-8

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