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Developing successful theories in marketing: insights from resource-advantage theory

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  • Shelby D. Hunt

    (Texas Tech University)

Abstract

All disciplines require both (1) the development of theories that explain and predict important phenomena and (2) empirical research that tests the theories. Purely conceptual/theoretical articles are central to theory development and are generally more influential than empirical articles. However, not all conceptual articles are equally successful. This article addresses the issue of why some theoretical articles are more successful than others. Using a highly successful theory in marketing, resource-advantage theory, as a case-example, this article develops five guides for authors seeking to develop successful theories: (1) focus theory development on important issues in macromarketing and/or micromarketing, (2) craft theories with high explanatory and predictive power, (3) respect other disciplines’ literatures, (4) publish the theory in nonmarketing journals, and (5) explore the normative implications of the theory.

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  • Shelby D. Hunt, 2011. "Developing successful theories in marketing: insights from resource-advantage theory," AMS Review, Springer;Academy of Marketing Science, vol. 1(2), pages 72-84, June.
    • Handle: RePEc:spr:amsrev:v:1:y:2011:i:2:d:10.1007_s13162-011-0007-0
    DOI: 10.1007/s13162-011-0007-0
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    3. Ceric, Arnela & D'Alessandro, Steven & Soutar, Geoff & Johnson, Lester, 2016. "Using blueprinting and benchmarking to identify marketing resources that help co-create customer value," Journal of Business Research, Elsevier, vol. 69(12), pages 5653-5661.
    4. Gregory Kivenzor, 2015. "Cultural dynamics and marketing strategies for emerging markets: characterization of group subcultures and consumption preferences," Journal of the Knowledge Economy, Springer;Portland International Center for Management of Engineering and Technology (PICMET), vol. 5(3), pages 142-158, December.
    5. Ijaz Hussain & Shaohong Mu & Muhammad Mohiuddin & Rizwan Qaiser Danish & Shrafat Ali Sair, 2020. "Effects of Sustainable Brand Equity and Marketing Innovation on Market Performance in Hospitality Industry: Mediating Effects of Sustainable Competitive Advantage," Sustainability, MDPI, vol. 12(7), pages 1-19, April.
    6. Jasanta PERANGINANGIN, 2015. "A Conceptual Mapping Resource Advantage Theory, Competitive Advantage Theory, and Transient Competitive Advantage," Expert Journal of Business and Management, Sprint Investify, vol. 3(2), pages 140-149.
    7. Jackline Akoth ODERO & Robert K.W. EGESSA & Kelvin Mogere MACHUKI, 2024. "Competitor Orientation And Innovation: Kenyan Deposit Taking Sacco Experience," Oradea Journal of Business and Economics, University of Oradea, Faculty of Economics, vol. 9(1), pages 9-18, March.
    8. Robert A. Peterson & Victoria L. Crittenden, 2012. "On the impactfulness of theory and review articles," AMS Review, Springer;Academy of Marketing Science, vol. 2(1), pages 1-4, March.
    9. Gricelda Juarez-Luis & Patricia S. Sanchez-Medina & Rene Diaz-Pichardo, 2019. "Environmental Innovation: Advancing The Resource-Advantage Theory Of Competition," International Journal of Management and Marketing Research, The Institute for Business and Finance Research, vol. 12(1), pages 23-36.
    10. Anderson, Kelley Cours & Laverie, Debra A., 2022. "In the consumers’ eye: A mixed-method approach to understanding how VR-Content influences unbranded product quality perceptions," Journal of Retailing and Consumer Services, Elsevier, vol. 67(C).
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    14. Victoria L. Crittenden & Robert A. Peterson, 2011. "Ruminations about making a theoretical contribution," AMS Review, Springer;Academy of Marketing Science, vol. 1(2), pages 67-71, June.
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