Download Slide 1 - American Marketing Association

Enhancing Theory and Strengthening
Knowledge Development in the
Marketing Discipline
David W. Stewart
Ideas that Matter: A Dialog on Enhancing Theory Development in Marketing
American Marketing Association Marketing Educators’ 2010 Summer Conference
Pre-Conference Program
August 13, 2010
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What Theory Is and Is Not
Strong theory resonates; it shows patterns of interconnectedness; it provides details about causal
mechanisms; and it provides answers as to the question
why (Kaplan 1964). Strong theory captures and succinctly
summarizes knowledge that is generalizable.
It builds on empirical generalizations but is not empirical
Sutton and Staw (1995) have persuasively argued that
theory is not references, data, variables, diagrams or
hypotheses.
Not literature review
Not meta-analysis
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Good Theory Does More Than Describe
It identities causal structures that provide the basis for
forward prediction (not just good fits of historical
data) and control (at least in some circumstances).
It provides explanations of marketing phenomena—
e.g., why customers behave as they do, why different
markets evolve in particular ways over time, and why
specific institutions and practices emerge. With the
addition of situational (e.g., industry knowledge),
marketing theories may also provide for predictions
(Secord 1983).
Strong theories are simple and elegant; they provide
rich descriptions; and they provide the basis for
testable predictions in controlled circumstances.
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Observations of A Former Editor
Two Marketing Journals Most Receptive to Theoretical and
Conceptual Papers
Journal of Marketing and Journal of the Academy of Marketing Science
Problems with Theory in Papers Submitted (and published)
“Theory” as Thin Veneer for Empirical Work
Empirical Bias?
Borrowed Theory with Effort to Show Its Application to Marketing
Phenomenon
What’s New?
Focus On Supporting a Theory (or part of a theory) Rather than
Comparing Competing Theories
The Null Hypothesis as Default Theory?
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Observations of a Dean
P&T Process Is Biased Toward Empirical Work
Data Easy to Acquire or Generate
Bias Toward Numbers/Counting
Bias Against Books/Monographs
Short Tenure Horizons
Impact More Difficult to Assess and Reward
Conceptual and Theoretical Work
Often Has Greater Synergy with Teaching Mission
Often Is More Meaningful/Relevant to Practitioner Constituencies
Impacts Long Term Reputation
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Some Recommendations
Create Journals or Sections of Journals Devoted to
Theoretical and Conceptual Papers
Give Greater Weight to Scholarly Books
Identify Unique Phenomenon to Be Addressed by
Marketing Theory
Decision Making in Markets
Buyer Behavior
Management of Market Exchanges
Value Chain
Regulation of Market Activities
Social Welfare
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