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Beacons to conceptual impact

Author

Listed:
  • Bård Tronvoll

    (Inland Norway University of Applied Sciences)

  • Kirk Plangger

    (King’s College London)

Abstract

Exploring and articulating novel marketing concepts are essential for developing new marketing theories. Conceptual papers enhance the marketing field by reviewing current knowledge, identifying inconsistencies, highlighting gaps, offering insights, and proposing future research agendas. We investigate how scholars can transform conceptual ideas into robust articles by providing a guide for marketing researchers with five key strategies or beacons for overcoming challenges in conceptual writing. This year, winners of the 2024 AMS Review–Sheth Foundation Doctoral Competition for Conceptual Articles (DoCCA) are presented.

Suggested Citation

  • Bård Tronvoll & Kirk Plangger, 2024. "Beacons to conceptual impact," AMS Review, Springer;Academy of Marketing Science, vol. 14(1), pages 7-11, June.
    • Handle: RePEc:spr:amsrev:v:14:y:2024:i:1:d:10.1007_s13162-024-00282-w
    DOI: 10.1007/s13162-024-00282-w
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    References listed on IDEAS

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    Full references (including those not matched with items on IDEAS)

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