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Beacons to conceptual impact

Author

Listed:
  • Bård Tronvoll

    (Inland Norway University of Applied Sciences)

  • Kirk Plangger

    (King’s College London)

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.

Suggested Citation

  • Bård Tronvoll & Kirk Plangger, 2024. "Beacons to conceptual impact," AMS Review, Springer;Academy of Marketing Science, vol. 14(1), pages 7-11, June.
    • Handle: RePEc:spr:amsrev:v:14:y:2024:i:1:d:10.1007_s13162-024-00282-w
    DOI: 10.1007/s13162-024-00282-w
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    References listed on IDEAS

    as
    1. Donthu, Naveen & Kumar, Satish & Mukherjee, Debmalya & Pandey, Nitesh & Lim, Weng Marc, 2021. "How to conduct a bibliometric analysis: An overview and guidelines," Journal of Business Research, Elsevier, vol. 133(C), pages 285-296.
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    3. Ko Ruyter & Debbie Isobel Keeling & Kirk Plangger & Matteo Montecchi & Maura L. Scott & Darren W. Dahl, 2022. "Reimagining marketing strategy: driving the debate on grand challenges," Journal of the Academy of Marketing Science, Springer, vol. 50(1), pages 13-21, January.
    4. Snyder, Hannah, 2019. "Literature review as a research methodology: An overview and guidelines," Journal of Business Research, Elsevier, vol. 104(C), pages 333-339.
    5. Greenhalgh, Trisha & Robert, Glenn & Macfarlane, Fraser & Bate, Paul & Kyriakidou, Olympia & Peacock, Richard, 2005. "Storylines of research in diffusion of innovation: a meta-narrative approach to systematic review," Social Science & Medicine, Elsevier, vol. 61(2), pages 417-430, July.
    6. John Hulland, 2020. "Conceptual review papers: revisiting existing research to develop and refine theory," AMS Review, Springer;Academy of Marketing Science, vol. 10(1), pages 27-35, June.
    7. John Hulland, 2024. "Bibliometric reviews—some guidelines," Journal of the Academy of Marketing Science, Springer, vol. 52(4), pages 935-938, July.
    8. Stephen L. Vargo & Kaisa Koskela-Huotari, 2020. "Advancing conceptual-only articles in marketing," AMS Review, Springer;Academy of Marketing Science, vol. 10(1), pages 1-5, June.
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    Cited by:

    1. Kaisa Koskela-Huotari, 2024. "How to craft a compelling storyline for a conceptual paper," AMS Review, Springer;Academy of Marketing Science, vol. 14(3), pages 174-181, December.

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