Executive Summary
This article presents a framework for understanding and revitalizing the important role of conceptual articles in the development of knowledge in the marketing discipline. A conceptual article is defined as one that focuses primarily on theory development and does not present data and/or analyses for purposes of theory testing. To enhance the understanding of largely unexplored long-term trends and scholarship patterns pertaining to conceptual articles in marketing, this article contributes to the literature by (1) presenting a framework for understanding the multifaceted roles of conceptual articles and revitalizing the development of such articles in the field, (2) delineating theory-building strategies reflected in some of the most highly cited conceptual articles in marketing, (3) examining 30 years (1978–2007) of publishing data regarding conceptual articles from major marketing journals, and (4) identifying the substantive focus and impact of all 234 conceptual articles appearing in Journal of Marketing (JM) during this 30-year period.
This analysis of 30 years of publishing data from major marketing journals indicates that conceptual articles are declining, despite repeated calls for more emphasis on this form of scholarship. The sharpest decline has occurred in JM, with much of the shift occurring over the past decade. Many substantive areas remain largely unexplored in conceptual articles. Over this 30-year period, conceptual articles published in JM had disproportionately more citations relative to their numbers, attesting to the importance of their role in knowledge development.
To meet the theory development needs of the marketing discipline, the richness and range of research approaches must match the complexity of the maturing discipline’s substantive domain. To accomplish this, the discipline must strike a sustainable, synergistic balance between conceptual and empirical articles; both forms of scholarship are essential. To be effective, the initiatives proposed in this article will require sustained, multipronged efforts. Change does not come easily in a discipline, because there is no central accountable entity. Therefore, by necessity, this responsibility must be shared collectively by everyone. Scholars must make room for conceptual articles in their research priorities, doctoral programs must be redesigned, a new flagship journal dedicated to conceptual articles must be launched, and prevailing promotion and tenure practices must be critically reexamined. Theory preconferences and/or special sessions focused exclusively on theory development and assessment in different substantive areas should be institutionalized as permanent features of national conferences.
Knowledge development processes and how a discipline allocates its scarce research energies across different forms of scholarship are subject to considerable inertial forces. There are no quick or easy answers to the problems and challenges discussed in this paper. However, although possible solutions may emerge slowly, it is imperative that we remain engaged in this dialogue.
Biography
Manjit S. Yadav is Mays Research Fellow and Associate Professor of Marketing in the Mays Business School at Texas A&M University. He also serves as Research Director of the marketing department’s Center for Retailing Studies. Dr. Yadav’s current research focuses on marketing strategy in electronic environments, particularly issues related to innovation and technological change. His work has been published in a number of leading journals, including Journal of Marketing, Journal of Marketing Research, Journal of Consumer Research, Journal of the Academy of Marketing Science, Journal of Retailing, and Sloan Management Review. He is a member of the editorial board of Journal of the Academy of Marketing Science and Journal of Interactive Marketing. He is a recipient of the Sheth Foundation/JAMS Award for Best Article from Journal of the Academy of Marketing Science, Davidson Honorable Mention Award from the Journal of Retailing, and Faculty Distinguished Achievement Award in Teaching (Mays Business School, Texas A&M University).
Journal of Marketing, Volume 74, Number 1, January 2010
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