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Journal of Marketing
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Research article
First published online July 1, 2011
A FRAMEWORK FOR CONCEPTUAL CONTRIBUTIONS IN MARKETING
Deborah J. MacInnis macinnis@usc.eduView all authors and affiliations
Volume 75, Issue 4
https://doi.org/10.1509/jmkg.75.4.136
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ABSTRACT
Conceptual advances are critical to the vitality of the marketing discipline,
yet recent writings suggest that conceptual advancement in the field is slowing.
The author addresses this issue by developing a framework for thinking about
conceptualization in marketing. A definition of conceptualization is followed by
a typology of types of conceptual contributions. The types of conceptual
contributions, their similarities and differences, and their importance to the
field are described. Thinking skills linked to various types of conceptual
contributions are also described, as are the use of tools that can facilitate
these skills. The article concludes with a set of recommendations for advancing
conceptualization in our field in the years to come.
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Volume 75, Issue 4
Pages: 136 - 154
Article first published online: July 1, 2011
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2. conceptual articles
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AUTHORS
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DEBORAH J. MACINNIS
Vice Dean for Research and Strategy, Charles L. and Ramona I. Hilliard Professor
of Business Administration, and Professor of Marketing, Marshall School of
Business, University of Southern California
macinnis@usc.edu
View all articles by this author
NOTES
(e-mail: macinnis@usc.edu).
The author thanks Allen Weiss, Valerie Folkes, Rich Lutz, Bill Wilkie, Manjit
Yadav, and Ajay Kohli for their helpful comments on a previous draft of this
manuscript.
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