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Structure of a Conceptual Papers
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Introduction
Literature Review
Conceptual/ Theoretical Development
Theoretical Implications
Research Implications
Managerial Implications
Conclusions
But don’t forget the importance of the title, abstract
& key words
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Levels of Theory
Empirical Domain
practical knowledge
Theoretical Domain
theoretical knowledge
Group of
Middle
Range
Theories
Group of
Theories
in Use
managers, customers &
other stakeholders
understanding of
empirical phenomena,
mental models that are
context specific & not
formally expressed
theories are less
broad in scope &
focus on specific
phenomena, bridge
gap between general
theory & empirical
observation
provide microfoundations
Group of
General
Theories/
Perspectives
theories framed at a
conceptual level that is
broad in scope and
integrative & beyond
the ordinary range of
perception
Paths for Theorizing
Other
Middle
Range
Theories
Focal
Middle
Range
Theory
Empirical
Evidence
Focal
Theory in
Use
Other
Theories
in Use
Other
General
Theories
Dominant
General
Theoretic
Perspective
Traditional
Suplementary
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Our fresh thinking
– greater emphasis needs to be given to the
process theorizing rather than focussing on
theory as an outcome (Wieck 1995)
– avoiding being “stuck in the middle, neither
being firmly based in real world data, nor
reaching a sufficient level of abstraction”
(Brodie 2017)
– theorizing with subjects not just about them
(Nenonen et al 2017)
• abductive reasoning (Nenonen et al 2017)
Abductive Reasoning
• in contrast to deductive reasoning, the premises do not
guarantee the conclusion (Magnani, 2005).
• proposed premises provide a reasonable leap to the
most logical explanation, one which relies on causal
relations that are sufficient, but may not, in fact, be
necessary, to explain the observed phenomena (Magnani,
2005).
• “theoretical frameworks evolve simultaneously and
interactively with empirical observation” Dubois and Gibbert
(2010).
– sometimes referred to systematic combining
• “deduction and induction follow and complement
abduction as logics more suitable for the always
imperfect testing of implausible theories” (Van Mananen,
Sørensen and Mitchell (2007)
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Loic et 2017 “Exploring the dynamics of engagement from a multi-actor
perspective: United Breaks Guitars" forthcoming JSTP
Abductive Reasoning
Reasoning Skills for Theorizing
(Adapted from MacInnis 2011)
Task
Context of
discovery
Context of
justification
1. Envisioning
ideas
Divergent
reasoning
Identifying ideas
Revising ideas with
with fresh reasoning critical reasoning
2. Explicating
ideas
Logical
reasoning
Delineating ideas
with deductive
reasoning
Summarizing ideas
with inductive
reasoning
3. Relating
ideas
Comparative
reasoning
Differentiating ideas
drawing on
analytical reasoning
Integrating ideas
drawing on analogical
reasoning
4. Debating
ideas
Syllogistic
reasoning
Advocative
reasoning
supporting ideas
Critical reasoning
challenging ideas
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References
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Brodie, R. J., Saren, M., and Pels, J. (2011) ‘Theorizing about the Service Dominant Logic: The Bridging Role of Middle
Range Theory’, Marketing Theory, 11(1), 75–91.
Brodie, R, J., Hollebeek, L. D, Juric B. and Ilic A. (2011), “Customer Engagement: Conceptual Domain, Fundamental
Propositions, and Implications for Research,” Journal of Service Research, 14 (3) 252-271
Brodie R.J. (2013) Chapter 5 “Future of Theorizing in Marketing: Increasing Contribution by Bridging Theory and Practice”,
in Moutinho L., Bigné, E., Manrai, A. Companion to the Future of Marketing, Rutledge 88-104
Brodie R. J. and Benson-Rea M., (2016) “Country of Origin Branding: An Integrative Perspective” Journal of Product and
Brand Management 25 (4) 322-336
Brodie R J. (2017) “Enhancing theory development in the domain of Relationship Marketing: How to avoid the danger of
getting stuck in the middle” Journal of Services Marketing 31 (1)
Li L. Juric B. & Brodie R. J. (2017) "Exploring the dynamics of engagement from a multi-actor perspective: United Breaks
Guitars" forthcoming Journal of Service Theory and Practice
Nenonen Suvi, Roderick J. Brodie, Linda D. Peters and Kaj Storbacka (2017). Theorizing with Managers: Increasing
Academic Knowledge as well as Practical Relevance forthcoming European Journal of Marketing,
Other authors
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Corley, K. G. and Gioia D. A. (2011) “Building Theory About Theory Building: What Constitutes a Theoretical Contribution?”
Academy of Management Review, 36(1), 12-32
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Ladik D. M. and Stewart D. W. (2008), “The contribution continuum” Journal of the Academy of Marketing Science 36 157165
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Gioia, D. A. and Pitre, E. (1990) “Multi-paradigm Perspectives on Theory Building”, Academy of Management Review, 17,
183-211
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MacInnis, D. J. (2011), “A Framework for Conceptual Contributions in Marketing” Journal of Marketing, 75(July), 136-154.
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Weick, K. E. (1989) ‘Theory Construction as Disciplined Imagination’, Academy of Management Review, 14(4), 516–531.
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Weick, K. E. (1995), “What Theory is Not Theorizing Is”, Administrative Science Quarterly, 40, 385-390.
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Yadav, M. S. (2010), “The Decline in Conceptual Articles and Implications for Knowledge Development”, Journal of
Marketing, 74(January), 1-19.
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