Conceptual Foundations in Marketing Theory
Summary
Marketing theory rests upon conceptual foundations that define its scope and shape its evolution. Conceptual work elucidates underlying phenomena, frames relationships among constructs, and provides the scaffolding for empirical inquiry. Over recent decades, contributions have been categorised into four functions: explicating constructs, relating concepts, debating assumptions and envisioning new theoretical vistas. This typology has guided scholars in clarifying core constructs such as consumer engagement, value co-creation and market orientation. Conceptual rigour requires transparent articulation of foundational assumptions, methodological coherence and sensitivity to contextual shifts driven by globalisation, digitalisation and sustainability imperatives. Emerging dialogue emphasises the dialectic between theory synthesis and adaptation, urging the integration of diverse perspectives—from micro-level behavioural insights to macro-level institutional dynamics—to achieve a balanced theorisation that is both novel and grounded. At the same time, there is growing recognition of the need for conceptual pluralism, which embraces alternative paradigms and reflexive critique to enrich the discipline’s intellectual vitality. By mapping these conceptual currents, researchers can better align theoretical innovation with real-world marketing challenges and ensure that the discipline remains relevant in a rapidly changing global landscape.
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Conceptual Foundations in Marketing Theory publication trend
The graph below shows the total number of articles in conceptual foundations in marketing theory across all publications each year (not limited to Nature Index journals).
Technical terms
Conceptual contribution: A theoretical advancement that clarifies constructs, relationships or propositions without direct empirical testing.
Theory synthesis: The process of integrating multiple theoretical streams into a unified framework to explain or predict phenomena.
Theory adaptation: The modification or extension of an established theory to address new contexts or emerging phenomena.
Typology: A classification scheme that organises concepts or cases into distinct categories based on shared characteristics.
Model: A simplified representation of relationships among constructs, designed to illustrate, explain or predict outcomes.
References
- Conceptual Contributions in Marketing Scholarship: Patterns, Mechanisms, and Rebalancing Options. Journal of Marketing (2023).
- Designing conceptual articles: four approaches. AMS Review (2020).
- Towards a Marketing Renaissance: Challenging Underlying Assumptions. Australasian Marketing Journal (AMJ) (2023).
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