TY - JOUR
T1 - “Developing Successful Theories in Marketing: Insights from Resource-Advantage Theory”
T2 - insights from resource-advantage theory
AU - Hunt, Shelby
N1 - Publisher Copyright:
© 2011, Academy of Marketing Science.
PY - 2011/6
Y1 - 2011/6
N2 - All disciplines require both (1) the development of theories that explain and predict important phenomena and (2) empirical research that tests the theories. Purely conceptual/theoretical articles are central to theory development and are generally more influential than empirical articles. However, not all conceptual articles are equally successful. This article addresses the issue of why some theoretical articles are more successful than others. Using a highly successful theory in marketing, resource-advantage theory, as a case-example, this article develops five guides for authors seeking to develop successful theories: (1) focus theory development on important issues in macromarketing and/or micromarketing, (2) craft theories with high explanatory and predictive power, (3) respect other disciplines’ literatures, (4) publish the theory in nonmarketing journals, and (5) explore the normative implications of the theory.
AB - All disciplines require both (1) the development of theories that explain and predict important phenomena and (2) empirical research that tests the theories. Purely conceptual/theoretical articles are central to theory development and are generally more influential than empirical articles. However, not all conceptual articles are equally successful. This article addresses the issue of why some theoretical articles are more successful than others. Using a highly successful theory in marketing, resource-advantage theory, as a case-example, this article develops five guides for authors seeking to develop successful theories: (1) focus theory development on important issues in macromarketing and/or micromarketing, (2) craft theories with high explanatory and predictive power, (3) respect other disciplines’ literatures, (4) publish the theory in nonmarketing journals, and (5) explore the normative implications of the theory.
KW - Macromarketing
KW - Marketing strategy
KW - Marketing theory
KW - Public policy
KW - Resource-advantage theory
KW - Successful theories
KW - Theory development
UR - http://www.scopus.com/inward/record.url?scp=84989789483&partnerID=8YFLogxK
U2 - 10.1007/s13162-011-0007-0
DO - 10.1007/s13162-011-0007-0
M3 - Article
VL - 1
SP - 72
EP - 84
JO - AMS Review
JF - AMS Review
IS - 2
ER -