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Purpose
The purpose of this paper is to explain how Wroe Alderson's concepts have been cited and used in the last two decades as well as the gap that still exists for researchers to answer about the grand theory of marketing.
Design/methodology/approach
The paper provides a comment on Alderson's intellectual legacy.
Findings
The practical implication is that Alderson's 150 falsifiable, functionalistic propositions have not been empirically verified.
Originality/value
The paper explains why Alderson's work is still important.
© Emerald Group Publishing Limited
2007
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