Conceptual review papers: revisiting existing research to develop and refine theory
John Hulland ()
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John Hulland: Terry College of Business, University of Georgia
AMS Review, 2020, vol. 10, issue 1, No 5, 27-35
Abstract Conceptual review papers can theoretically enrich the field of marketing by reviewing extant knowledge, noting tensions and inconsistencies, identifying important gaps as well as key insights, and proposing agendas for future research. The result of this process is a theoretical contribution that refines, reconceptualizes, or even replaces existing ways of viewing a phenomenon. This paper spells out the primary aims of conceptual reviews and clarifies how they differ from other theory development efforts. It also describes elements essential to a strong conceptual review paper and offers a specific set of best practices that can be used to distinguish a strong conceptual review from a weak one.
Keywords: Conceptual review papers; Marketing theory (search for similar items in EconPapers)
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