, Volume 2, Issue 2-4, pp 45-47
Date: 13 Nov 2012

The AMS review: year 2

This is an excerpt from the content

Theory development

It has been over 5 years since the Academy of Marketing Science acknowledged the need in the marketing discipline for a conceptual/theoretical marketing journal. While marketing theories are tested regularly in our scholarly research, marketing scholars have been less prone to offer theoretical developments. Whether it is the lack of training in theory development, the time involved in developing theory, or various and sundry other rationale for the theoretical lacuna, the decline in conceptual/theoretical articles in marketing appears to be now well-recognized. Yet, theoretical articles contribute to marketing knowledge by explaining phenomena and relationships between phenomena and by positing and predicting relationships awaiting further investigation.

The genesis of the AMS Review was this recognition by the Academy of Marketing Science leadership that our discipline was underserved by existing journals when it came to conceptual/theoretical contributions. With tha