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Advancing theory in marketing: insights from conversations in other disciplines

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  • Rajan Varadarajan

    (Texas A&M University)

Abstract

Over the years, marketing scholars have voiced concerns regarding the dearth of indigenous theory development in marketing, reliance on theories developed in other disciplines, and the downward trend in conceptual articles published in marketing journals. Advancing marketing theory encompasses developing organic marketing theories, refining and extending theories developed in other disciplines used to explain and predict marketing phenomena, evaluating theories currently in vogue in the field and discarding flawed theories, and developing overarching theories that in addition to explaining marketing phenomena also explain a broader range of phenomena that transcend disciplinary boundaries. Along the lines of the demonstrated potential of theories developed in other disciplines to shed light into marketing phenomena, the potential of organic marketing theories to shed light into phenomena that are the focus of research in other disciplines also merit exploration. Against this backdrop, drawing on theory insights from marketing literature and other disciplines, this commentary focuses on issues relating to development of new theories, extensions and revisions of theories in vogue, and discarding of flawed theories.

Suggested Citation

  • Rajan Varadarajan, 2020. "Advancing theory in marketing: insights from conversations in other disciplines," AMS Review, Springer;Academy of Marketing Science, vol. 10(1), pages 73-84, June.
    • Handle: RePEc:spr:amsrev:v:10:y:2020:i:1:d:10.1007_s13162-020-00167-8
    DOI: 10.1007/s13162-020-00167-8
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    Cited by:

    1. Thomas Martin Key & Terry Clark & OC Ferrell & David W. Stewart & Leyland Pitt, 2020. "Marketing’s theoretical and conceptual value proposition: opportunities to address marketing’s influence," AMS Review, Springer;Academy of Marketing Science, vol. 10(3), pages 151-167, December.
    2. Shelby D. Hunt & Sreedhar Madhavaram & Hunter N. Hatfield, 2022. "The marketing discipline’s troubled trajectory: The manifesto conversation, candidates for central focus, and prognosis for renewal," AMS Review, Springer;Academy of Marketing Science, vol. 12(3), pages 139-156, December.
    3. Suvi Nenonen, 2022. "Resurrecting marketing: Focus on the phenomena!," AMS Review, Springer;Academy of Marketing Science, vol. 12(3), pages 174-176, December.

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