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Explaining empirically successful marketing theories: the inductive realist model, approximate truth, and market orientation

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  • Shelby D. Hunt

    (Texas Tech University)

Abstract

Some marketing theories are empirically successful, while others are not. When a marketing theory is empirically successful, is its success a result of miraculous good fortune or something else? For example, market orientation (MO) theory has been empirically successful: it explains and predicts numerous marketing phenomena. What explains the empirical success of MO theory? This article furthers the development of the philosophy of science foundations of marketing research by detailing the recently developed, “inductive realism” model of theory status and using the model to articulate scientific realism’s approximate truth as an explanation of the empirical success of marketing theories, in general, and MO theory, in particular. This article (1) briefly reviews the approaches to explaining the empirical success of science, with particular emphasis on scientific realism’s “no miracles” argument in favor of the approximate truth explanation, (2) discusses the problems associated with realists’ efforts to conceptualize “approximate truth,” (3) focuses on MO as a case-example of an empirically successful marketing theory and develops a “partial formalization” of MO theory for analysis purposes, (4) details the new, “inductive realist” model of theory status and applies the model to MO theory, (5) shows how the model accommodates the fact that, at times, sociological/political factors influence theory acceptance in science, (6) discusses whether political or other inappropriate factors have influenced MO theory’s success, (7) discusses the inductive realist approach to approximate truth and applies it to MO theory.

Suggested Citation

  • Shelby D. Hunt, 2012. "Explaining empirically successful marketing theories: the inductive realist model, approximate truth, and market orientation," AMS Review, Springer;Academy of Marketing Science, vol. 2(1), pages 5-18, March.
    • Handle: RePEc:spr:amsrev:v:2:y:2012:i:1:d:10.1007_s13162-012-0023-8
    DOI: 10.1007/s13162-012-0023-8
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    References listed on IDEAS

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    1. A. Sargeant & M. MOHAMAD, 1999. "Business Performance in the UK Hotel Sector - Does it Pay to be Market Oriented?," The Service Industries Journal, Taylor & Francis Journals, vol. 19(3), pages 42-59, July.
    2. Paul D. Ellis, 2006. "Market Orientation and Performance: A Meta‐Analysis and Cross‐National Comparisons," Journal of Management Studies, Wiley Blackwell, vol. 43(5), pages 1089-1107, July.
    3. Easton, Geoff, 2002. "Marketing: a critical realist approach," Journal of Business Research, Elsevier, vol. 55(2), pages 103-109, February.
    4. Victoria Crittenden & Robert A. Peterson, 2011. "The AMS Review," AMS Review, Springer;Academy of Marketing Science, vol. 1(1), pages 1-3, March.
    5. Victoria L. Crittenden & Robert A. Peterson, 2011. "Ruminations about making a theoretical contribution," AMS Review, Springer;Academy of Marketing Science, vol. 1(2), pages 67-71, June.
    6. G. Tomas M. Hult & David J. Ketchen, 2001. "Does market orientation matter?: a test of the relationship between positional advantage and performance," Strategic Management Journal, Wiley Blackwell, vol. 22(9), pages 899-906, September.
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    Cited by:

    1. Rajan Varadarajan, 2017. "Research on market orientation: Some lessons shared and issues discussed in a doctoral seminar," AMS Review, Springer;Academy of Marketing Science, vol. 7(1), pages 26-35, June.
    2. Shelby D. Hunt, 2015. "Explicating the inductive realist model of theory generation," AMS Review, Springer;Academy of Marketing Science, vol. 5(1), pages 20-27, June.
    3. 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.
    4. Michael R. Hyman & Alena Kostyk & David Trafimow, 2023. "True Consumer Autonomy: A Formalization and Implications," Journal of Business Ethics, Springer, vol. 183(3), pages 841-863, March.
    5. Shelby D. Hunt, 2013. "The inductive realist model of theory generation: explaining the development of a theory of marketing ethics," AMS Review, Springer;Academy of Marketing Science, vol. 3(2), pages 61-73, June.
    6. Antti Talonen & Iiro Jussila & Hannu Saarijärvi & Timo Rintamäki, 2016. "Consumer cooperatives: uncovering the value potential of customer ownership," AMS Review, Springer;Academy of Marketing Science, vol. 6(3), pages 142-156, December.
    7. Shelby D. Hunt, 2020. "Indigenous theory development in marketing: the foundational premises approach," AMS Review, Springer;Academy of Marketing Science, vol. 10(1), pages 8-17, June.
    8. Shelby Hunt, 2015. "Explicating the inductive realist model of theory generation," Business & Information Systems Engineering: The International Journal of WIRTSCHAFTSINFORMATIK, Springer;Gesellschaft für Informatik e.V. (GI), vol. 5(1), pages 20-27, June.
    9. Aksel I. Rokkan, 2023. "Market orientation (once again): Challenges and a suggested solution," AMS Review, Springer;Academy of Marketing Science, vol. 13(1), pages 71-91, June.
    10. Lobo Carla Azevedo & Fernandes Cristina & Ferreira João & Veiga Pedro M. & Gerschewski Stephan, 2023. "The Determinants of International Performance for Family Firms: Understanding the Effects of Resources, Capabilities, and Market Orientation," Entrepreneurship Research Journal, De Gruyter, vol. 13(3), pages 773-811, July.
    11. Kenworthy, Thomas P. & Sparks, John R., 2016. "A scientific realism perspective on scientific progress in marketing: An analysis of theory testing in marketing's major journals," European Management Journal, Elsevier, vol. 34(5), pages 466-474.

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