1. Advancing conceptual-only articles in marketing

   • Stephen L. Vargo
   • Kaisa Koskela-Huotari

   Editorial 28 May 2020 Pages: 1 - 5

   

2. 'First things first': The AMS Review – Sheth Foundation 2020 annual doctoral competition for conceptual articles

   • Jodie Conduit
   • Michael Kleinaltenkamp

   Editorial 14 May 2020 Pages: 6 - 7

3. Indigenous theory development in marketing: the foundational premises approach

   • Shelby D. Hunt

   Theory/Conceptual 30 March 2020 Pages: 8 - 17

   

4. Designing conceptual articles: four approaches

   • Elina Jaakkola

   Theory/Conceptual Open access 09 March 2020 Pages: 18 - 26

5. Conceptual review papers: revisiting existing research to develop and refine theory

   • John Hulland

   Theory/Conceptual 29 April 2020 Pages: 27 - 35

6. Effective reviewing for conceptual journal submissions

   • Abbie Griffin
   • Gloria Barczak

   Theory/Conceptual 05 March 2020 Pages: 36 - 48

7. Contributing to theory: opportunities and challenges

   • Jay B. Barney

   Commentary 16 March 2020 Pages: 49 - 55

8. Reimagining marketing doctoral programs

   • Manjit S. Yadav

   Commentary 12 May 2020 Pages: 56 - 64

9. Creativity and publication in marketing

   • David W. Stewart

   Commentary 29 April 2020 Pages: 65 - 72

10. Advancing theory in marketing: insights from conversations in other disciplines

    • Rajan Varadarajan

    Commentary 02 May 2020 Pages: 73 - 84

11. Transaction cost theory: past, present and future

    • Aric Rindfleisch

    Theory/Conceptual 05 August 2019 Pages: 85 - 97

    

12. The digital continuum: the influence of ownership, access, control, and Cocreation on digital offerings

    • Kathleen S. Micken
    • Scott D. Roberts
    • Jason D. Oliver

    Theory/Conceptual Open access 27 July 2019 Pages: 98 - 115

    

13. Expanding exchange: how institutional actors shape food-sharing exchange systems

    • Priyanka Jayashankar
    • Samantha Cross

    Theory/Conceptual 24 August 2019 Pages: 116 - 134

    

14. Reinventing professional service firms: the migration to a client-facing, talent-on-demand platform

    • Bernard J. Jaworski
    • Ajay Patel

    Theory/Conceptual 20 May 2020 Pages: 135 - 144

15. Information transparency as competitive advantage: research approaches to platform ecosystem design and competition

    • Thomas Martin Key
    • Goutam Challagalla

    Commentary 22 April 2020 Pages: 145 - 147