Indigenous theory development in marketing: the foundational premises approach

Shelby D. Hunt

Research output: Contribution to journalArticlepeer-review

23 Scopus citations


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.

Original languageEnglish
Pages (from-to)8-17
Number of pages10
JournalAMS Review
Issue number1-2
StatePublished - Jun 2020


  • Developing marketing theory
  • Foundational premises approach
  • Inductive realism
  • Service-dominant logic


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