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Conceptual review papers: revisiting existing research to develop and refine theory

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  • John Hulland

    (Terry College of Business, University of Georgia)

Abstract

Conceptual review papers can theoretically enrich the field of marketing by reviewing extant knowledge, noting tensions and inconsistencies, identifying important gaps as well as key insights, and proposing agendas for future research. The result of this process is a theoretical contribution that refines, reconceptualizes, or even replaces existing ways of viewing a phenomenon. This paper spells out the primary aims of conceptual reviews and clarifies how they differ from other theory development efforts. It also describes elements essential to a strong conceptual review paper and offers a specific set of best practices that can be used to distinguish a strong conceptual review from a weak one.

Suggested Citation

  • John Hulland, 2020. "Conceptual review papers: revisiting existing research to develop and refine theory," AMS Review, Springer;Academy of Marketing Science, vol. 10(1), pages 27-35, June.
    • Handle: RePEc:spr:amsrev:v:10:y:2020:i:1:d:10.1007_s13162-020-00168-7
    DOI: 10.1007/s13162-020-00168-7
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    References listed on IDEAS

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    1. John Hulland & Mark B. Houston, 2020. "Why systematic review papers and meta-analyses matter: an introduction to the special issue on generalizations in marketing," Journal of the Academy of Marketing Science, Springer, vol. 48(3), pages 351-359, May.
    2. Mansur Khamitov & Yany Grégoire & Anshu Suri, 2020. "A systematic review of brand transgression, service failure recovery and product-harm crisis: integration and guiding insights," Journal of the Academy of Marketing Science, Springer, vol. 48(3), pages 519-542, May.
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    Conceptual review papers; Marketing theory;

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