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Developing successful theories in marketing: insights from resource-advantage theory

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  • Shelby D. Hunt

    (Texas Tech University)

Abstract

All disciplines require both (1) the development of theories that explain and predict important phenomena and (2) empirical research that tests the theories. Purely conceptual/theoretical articles are central to theory development and are generally more influential than empirical articles. However, not all conceptual articles are equally successful. This article addresses the issue of why some theoretical articles are more successful than others. Using a highly successful theory in marketing, resource-advantage theory, as a case-example, this article develops five guides for authors seeking to develop successful theories: (1) focus theory development on important issues in macromarketing and/or micromarketing, (2) craft theories with high explanatory and predictive power, (3) respect other disciplines’ literatures, (4) publish the theory in nonmarketing journals, and (5) explore the normative implications of the theory.

Suggested Citation

  • Shelby D. Hunt, 2011. "Developing successful theories in marketing: insights from resource-advantage theory," AMS Review, Springer;Academy of Marketing Science, vol. 1(2), pages 72-84, June.
    • Handle: RePEc:spr:amsrev:v:1:y:2011:i:2:d:10.1007_s13162-011-0007-0
    DOI: 10.1007/s13162-011-0007-0
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    2. Jasanta PERANGINANGIN, 2015. "A Conceptual Mapping Resource Advantage Theory, Competitive Advantage Theory, and Transient Competitive Advantage," Expert Journal of Business and Management, Sprint Investify, vol. 3(2), pages 140-149.
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    6. Davcik, Nebojsa S. & Sharma, Piyush, 2016. "Marketing resources, performance, and competitive advantage: A review and future research directions," Journal of Business Research, Elsevier, vol. 69(12), pages 5547-5552.
    7. Ceric, Arnela & D'Alessandro, Steven & Soutar, Geoff & Johnson, Lester, 2016. "Using blueprinting and benchmarking to identify marketing resources that help co-create customer value," Journal of Business Research, Elsevier, vol. 69(12), pages 5653-5661.
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    10. Ijaz Hussain & Shaohong Mu & Muhammad Mohiuddin & Rizwan Qaiser Danish & Shrafat Ali Sair, 2020. "Effects of Sustainable Brand Equity and Marketing Innovation on Market Performance in Hospitality Industry: Mediating Effects of Sustainable Competitive Advantage," Sustainability, MDPI, vol. 12(7), pages 1-19, April.
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