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AMS Review
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: See AMS Conference Program
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.

Program

SESSSION 1: 9:00 a.m.-10:15 a.m.

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. COFFEE BREAK

SESSION 2: 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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