Designing conceptual articles: four approaches

As a powerful means of theory building, conceptual articles are increasingly called for in marketing academia. However, researchers struggle to design and write non-empirical articles because of the lack of commonly accepted templates to guide their development. The aim of this paper is to highlight...

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Bibliographic Details
Published in:AMS review 2020-06, Vol.10 (1-2), p.18-26
Main Author: Jaakkola, Elina
Format: Article
Language:English
Subjects:
Business and Management
Literature reviews
Marketing
Research design
Social Sciences
Theory/Conceptual
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