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Un cadre pour les contributions conceptuelles en marketing

Author

Listed:
  • Deborah J. Macinnis

    (USC - University of Southern California)

Abstract

Les avancées conceptuelles sont essentielles à la vitalité de la discipline marketing d'autant plus que des travaux récents suggèrent que les avancées conceptuelles dans le domaine sont en train de ralentir. L'auteur aborde la question en développant un cadre de pensée portant sur la conceptualisation en marketing. À la définition de la conceptualisation succède une typologie des contributions conceptuelles. Les types de contributions conceptuelles sont décrits ainsi que leurs points communs, leurs différences et leur importance au sein de la discipline. Les facultés de réflexion liées aux différents types de contributions conceptuelles sont également décrites ainsi que l'utilisation d'outils pouvant favoriser ces facultés. L'article conclut par un ensemble de recommandations visant à faire avancer la conceptualisation dans notre discipline dans les années à venir.

Suggested Citation

  • Deborah J. Macinnis, 2011. "Un cadre pour les contributions conceptuelles en marketing," Post-Print hal-02055315, HAL.
    • Handle: RePEc:hal:journl:hal-02055315
    DOI: 10.1177/076737011102600405
    as

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