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Designing conceptual articles: four approaches

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  • Elina Jaakkola

    (University of Turku)

Abstract

As a powerful means of theory building, conceptual articles are increasingly called for in marketing academia. However, researchers struggle to design and write non-empirical articles because of the lack of commonly accepted templates to guide their development. The aim of this paper is to highlight methodological considerations for conceptual papers: it is argued that such papers must be grounded in a clear research design, and that the choice of theories and their role in the analysis must be explicated and justified. The paper discusses four potential templates for conceptual papers – Theory Synthesis, Theory Adaptation, Typology, and Model – and their respective aims, approach for using theories, and contribution potential. Supported by illustrative examples, these templates codify some of the tacit knowledge that underpins the design of non-empirical papers and will be of use to anyone undertaking, supervising, or reviewing conceptual research.

Suggested Citation

  • Elina Jaakkola, 2020. "Designing conceptual articles: four approaches," AMS Review, Springer;Academy of Marketing Science, vol. 10(1), pages 18-26, June.
    • Handle: RePEc:spr:amsrev:v:10:y:2020:i:1:d:10.1007_s13162-020-00161-0
    DOI: 10.1007/s13162-020-00161-0
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    References listed on IDEAS

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