Prove it! A Practical Primer to Positioning Theoretically

Australasian Marketing Journal (AMJ), 28(1), 57-64. doi:10.1016/j.ausmj.2019.12.001

The University of Auckland Business School Research Paper Series

Posted: 16 Dec 2021

See all articles by Karen V. Fernandez

Karen V. Fernandez

University of Auckland Business School

Date Written: 2020

Abstract

A key issue when planning and writing up research is explaining what the expected or actual contributions are. It is often particularly difficult to identify what theoretical contributions the research hopes to make. When authors submit work for publication, reviewers and editors often ask them to ensure their work “engages with and/or contributes to ongoing conversations” in their target journal. What they are really asking is “what is your positioning? Why does your work belong in this journal?” This paper takes a practical approach to explaining what positioning means, why it is important to identify and position research as fitting into and extending prior work, and what positioning involves. It concludes by providing practical tips to help researchers who are not yet confident authors position their work more theoretically. Full paper available at https://doi.org/10.1016/j.ausmj.2019.12.001

Keywords: Positioning, Theoretical, Contribution, Publishing

Suggested Citation

Fernandez, Karen V., Prove it! A Practical Primer to Positioning Theoretically (2020). Australasian Marketing Journal (AMJ), 28(1), 57-64. doi:10.1016/j.ausmj.2019.12.001, The University of Auckland Business School Research Paper Series, Available at SSRN: https://ssrn.com/abstract=3986529

Karen V. Fernandez (Contact Author)

University of Auckland Business School ( email )

12 Grafton Rd
Private Bag 92019
Auckland, 1010
New Zealand

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