... of theory in sales research is critical for the sales field to retain its relevancy. The purpose of this paper is to underscore that deliberate and cogent application of HWV (2018) is scant in the recent sales literature (over five years after publication in Journal of Marketing) for one or both of two...

... to be real conceptual variables, with real conceptual content (quality perceptions and favorability, respectively). Such research also must assume what Borsboom terms theory realism, which is a view that “theories are either true or false” (p. 60). Research conducted according to the principles above...

... and implementability of academic marketing research. Kristian Möller can be contacted at: kristian.moller@aalto.fi 01 03 2017 02 03 2017 © Emerald Publishing Limited 2017 Emerald Publishing Limited Licensed re-use rights only Theory Theory-practice gap Research implementation...

...Suvi Nenonen; Roderick J. Brodie; Kaj Storbacka; Linda D. Peters Purpose The aim of the paper is to address the widening theory-praxis gap in marketing. The authors propose that one viable solution to this challenge is involving practitioners in research processes as active, reflective...

...Peter S.H. Leeflang Purpose The purpose of this paper is to reflect on Nenonen et al.’s paper on theorizing with managers. This paper discusses differences between marketing science and marketing practice and gives suggestions to reduce the theory–praxis gap. It gives examples...

... Publishing Limited Licensed re-use rights only Theory Collaborative theorizing Theory practice gap “Theorizing with managers: how to achieve both academic rigor and practical relevance?” by Nenonen et al. (2017) is a timely and useful piece for two reasons. First, we live in times...

... social marketing should not be treated as mutually exclusive concepts; but as forming a strategic social marketing approach to social change. Dr Ross Gordon can be contacted at: rgordon@uow.edu.au © Emerald Group Publishing Limited 2013 Upstream social marketing Guidelines Theory...

...Michael Saren Gerard   Hastings . Social Marketing . Elsevier , 2007 . © Emerald Group Publishing Limited 2008 --> Social marketing Ethics Theory Practice The subtitle of this textbook is “Why should the devil have all the best tunes?” This pretty well...

... they are embedded and operate. Our findings also indicate that managers’ understanding of market orientation can deviate substantially from the meaning reflected in the academic literature. © MCB UP Limited 2002 Management Theory Perception Market orientation Performance This paper addresses...

... will be objective pluralism and not a matter of “anything goes”. Continues by arguing that marketing, in drawing theories from the behavioural sciences, has paid insufficient attention to the questions and problems to be addressed resulting in illicit grafts with dysfunctional consequences. Marketing in the future...

...Barbara B. Stern Defines the construct of “comedy” in electronic advertisements, using drama theory to derive a taxonomy of comedic types. Summarizes the controversies that form the background of humour research and proposes a revision in terminology that distinguishes the stimulus (called “comedy...

... Health care Metaphors Service Theory The consumption process in a service, in most cases, involves a series of interactions between the customer and the organization that provides the service. These interactions or service encounters (otherwise called “moments of truth”) provide the customer...

...Shaoming Zou; S. Tamer Cavusgil A review of the literature reveals that global strategy is characterized by diverse perspectives and lack of a unified theory. Identifies gaps in the literature as the contributors to its current state: lack of integration of the diverse perspectives and domination...

...Valarie A. Zeithaml; P. “Rajan” Varadarajan; Carl P. Zeithaml The contingency approach and its relevance to theory building and research in marketing is described. The approach is delineated and its theoretical foundations traced. Several established contingency theories within the management...

...Geoffrey Lancaster; Inger Wesenlund States that product life cycle theory has been applied to many industries and has proved successful in identifying future product and service strategies. Looks at how this theory can be applied to international trade especially with regard to competition...

...W. Duncan Reekie; Ronald Savitt Postulates that the main purpose here is to merge the ideas of Wroe Alderson, a leading original marketing theorist, using recent works in Austrian economies in order to provide a point of departure for an entrepreneurial‐based theory of marketing. States...

... a theory of marketing strategy by J . G. Udell University of Wisconsin The perceived importance of the various facets of marketing strategy show that the non-price approach is from the manufacturer's point of view of greater significance than pricing. Science, like marketing, is a speculative enter- which...