Abstract
Conceptual advances are critical to the vitality of the marketing discipline, yet recent writings suggest that conceptual advancement in the field is slowing. The author addresses this issue by developing a framework for thinking about conceptualization in marketing. A definition of conceptualization is followed by a typology of types of conceptual contributions. The types of conceptual contributions, their similarities and differences, and their importance to the field are described. Thinking skills linked to various types of conceptual contributions are also described, as are the use of tools that can facilitate these skills. The article concludes with a set of recommendations for advancing conceptualization in our field in the years to come.
Keywords
ConceptualizationTypologyConceptual frameworkField (mathematics)SociologySet (abstract data type)Conceptual modelVitalityManagement scienceKnowledge managementEpistemologyComputer scienceSocial scienceEngineeringMathematics
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Publication Info
- Year
- 2011
- Type
- article
- Volume
- 75
- Issue
- 4
- Pages
- 136-154
- Citations
- 1184
- Access
- Closed
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Cite This
Deborah J. MacInnis
(2011).
A Framework for Conceptual Contributions in Marketing.
Journal of Marketing
, 75
(4)
, 136-154.
https://doi.org/10.1509/jmkg.75.4.136
Identifiers
- DOI
- 10.1509/jmkg.75.4.136