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2018 AMS Annual (46th) Conference

6/27/2018 » 6/29/2018
2018 AMS WMC Portugal

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2016 Theory Forum

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2016 Theory Forum

Impactful Ideas | New Directions | Dialog


Hosted by: Academy of Marketing Science & AMS Doctoral Consortium

Friday, May 20, 2016 (9 a.m.-12:00 p.m.)

Room:  Grand Republic B

Registration is NOT required

Orlando, FL


Chair: Manjit Yadav, Texas A&M University


Overview of the Theory Forum


The Theory Forum brings together leading marketing scholars to share their perspectives on theory development in marketing. Although the marketing discipline remains vibrant and progress continues to be made on multiple fronts, there has been growing concern in recent years about the lack of emphasis on conceptual/theoretical contributions.  This is detrimental to long-term knowledge development in our field and significantly diminishes its impact and influence. To address this issue, the Theory Forum has the following objectives:

·       Critically assess the state of knowledge development in marketing, with special emphasis on theoretical progress.

·       Identify significant theory development gaps in various substantive domains and advance proposals for addressing these gaps.

·       Discuss specific strategies and tools that marketing scholars can utilize for enhancing theory-building efforts in their research programs.

·       Strengthen institutional factors (e.g., journals and doctoral programs) to reinvigorate theory development in the marketing discipline.





9:00 a.m.-10:15 a.m.      

SESSION 1:  DEVELOPING AND PUBLISHING THEORETICAL IDEAS                                     


Identifying and Communicating New Theoretical Ideas

Ruth Bolton, Arizona State University


Theoretical Evolution: An Approach to Theory Development

David A. Griffith, Lehigh University




10:15 a.m.-10:30 a.m.





10:30 a.m.-12:00 p.m.     



              Historical Perspective on Marketing Theory and Education

O.C. Ferrell, Belmont University


Enhancing Marketing’s Strategic Influence with Impactful Theory

Manjit Yadav, Texas A&M University


                        Concluding Comments & Open Discussion

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