Beacons to conceptual impact

Bård Tronvoll; Kirk Plangger

doi:10.1007/s13162-024-00282-w

Beacons to conceptual impact

Bård Tronvoll^*, Kirk Plangger

^*Corresponding author for this work

Marketing : King's Business School

Research output: Contribution to journal › Editorial › peer-review

1 Citation (Scopus)

Abstract

Exploring and articulating novel marketing concepts are essential for developing new marketing theories. Conceptual papers enhance the marketing field by reviewing current knowledge, identifying inconsistencies, highlighting gaps, offering insights, and proposing future research agendas. We investigate how scholars can transform conceptual ideas into robust articles by providing a guide for marketing researchers with five key strategies or beacons for overcoming challenges in conceptual writing. This year, winners of the 2024 AMS Review–Sheth Foundation Doctoral Competition for Conceptual Articles (DoCCA) are presented.

Original language	English
Pages (from-to)	7-11
Number of pages	5
Journal	AMS Review
Volume	14
Issue number	1-2
DOIs	https://doi.org/10.1007/s13162-024-00282-w
Publication status	Published - Jun 2024

Keywords

Beacons
Conceptual papers
Conceptual writing

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10.1007/s13162-024-00282-w

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Beacons to conceptual impact

Abstract

Keywords

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