TY - JOUR
T1 - Indigenous theory development in marketing
T2 - the foundational premises approach
AU - Hunt, Shelby D.
N1 - Publisher Copyright:
© 2020, Academy of Marketing Science.
PY - 2020/6
Y1 - 2020/6
N2 - 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.
AB - 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.
KW - Developing marketing theory
KW - Foundational premises approach
KW - Inductive realism
KW - Service-dominant logic
UR - http://www.scopus.com/inward/record.url?scp=85086317688&partnerID=8YFLogxK
U2 - 10.1007/s13162-020-00165-w
DO - 10.1007/s13162-020-00165-w
M3 - Article
AN - SCOPUS:85086317688
SN - 1869-814X
VL - 10
SP - 8
EP - 17
JO - AMS Review
JF - AMS Review
IS - 1-2
ER -