A Framework for Conceptual Contributions in Marketing

59 Pages Posted: 24 May 2011

See all articles by Deborah J. MacInnis

Deborah J. MacInnis

University of Southern California - Marketing Department

Date Written: May 13, 2011


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 paper concludes with a set of recommendations for advancing conceptualization in our field in the years to come.

Suggested Citation

MacInnis, Deborah J., A Framework for Conceptual Contributions in Marketing (May 13, 2011). Available at SSRN: https://ssrn.com/abstract=1845968 or http://dx.doi.org/10.2139/ssrn.1845968

Deborah J. MacInnis (Contact Author)

University of Southern California - Marketing Department ( email )

Hoffman Hall 701
Los Angeles, CA 90089-1427
United States

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