A new Journal of Marketing study, “Conceptual Research: Multidisciplinary Insights for Marketing,” highlights the transformative role of conceptual research in advancing marketing theory and practice. Authored by Irina Kozlenkova (University of Virginia), Caleb Warren (University of Arizona), Suresh Kotha (University of Washington), Reihane Boghrati (Arizona State University), and Robert Palmatier (University of Washington), the study outlines how conceptual studies challenge assumptions, propose new frameworks, and drive interdisciplinary progress.
“Conceptual research redefines how we think about marketing challenges,” according to Kozlenkova. “It creates the theories that allow us to address real-world problems and anticipate market transformations.”
The study categorizes conceptual research into five types, each serving a unique purpose:
- New Paradigms: Challenging assumptions to reshape markets.
- New Theories: Combining frameworks to address emerging trends.
- Theory Elaboration: Extending theories into new contexts.
- Literature Reviews: Synthesizing knowledge to identify gaps.
- Analytical Research: Using logic and math to derive insights.
“Each type of conceptual research plays a critical role in helping businesses and scholars navigate the fast-evolving marketing landscape,” notes Warren.
The study also identifies five pressing areas for future conceptual research:
- Artificial Intelligence (AI): Exploring how AI will redefine customer relationships and marketing strategies.
- Virtual Marketing: Investigating consumer behavior in augmented and virtual environments.
- Privacy: Balancing data ethics with personalization and innovation.
- Crowdsourcing: Optimizing consumer-driven innovation and engagement.
- Sustainability: Understanding the interplay between environmental concerns and profitability.
According to Palmatier, “Conceptual research bridges the gap between theory and practice, empowering businesses to anticipate and adapt to seismic shifts in the marketplace.”
Practical Implications for Scholars and Practitioners
The study provides actionable guidance for crafting impactful conceptual studies. Scholars are encouraged to focus on identifying promising research questions, building strong arguments, and addressing real-world challenges. Practitioners should collaborate with academics to ensure theories are grounded in practical relevance.
“Collaboration between scholars and practitioners is key,” says Boghrati. “This ensures that conceptual research delivers actionable insights that benefit both academia and industry.”
Broader Impact
By focusing on interdisciplinary and innovative frameworks, conceptual research offers solutions to today’s most urgent marketing challenges. The study emphasizes that businesses leveraging these insights can lead the way in adapting to technologies like AI and strategies for navigating digital spaces.
“Conceptual research isn’t just about theory,” Kotha explains. “It’s a roadmap for shaping the future of marketing and driving meaningful change.”
Full article and author contact information available at: https://doi.org/10.1177/00222429241302814
About the Journal of Marketing
The Journal of Marketing develops and disseminates knowledge about real-world marketing questions useful to scholars, educators, managers, policy makers, consumers, and other societal stakeholders around the world. Published by the American Marketing Association since its founding in 1936, JM has played a significant role in shaping the content and boundaries of the marketing discipline. Shrihari (Hari) Sridhar (Joe Foster ’56 Chair in Business Leadership, Professor of Marketing at Mays Business School, Texas A&M University) serves as the current Editor in Chief. https://www.ama.org/jm
About the American Marketing Association (AMA)
As the leading global professional marketing association, the AMA is the essential community for marketers. From students and practitioners to executives and academics, we aim to elevate the profession, deepen knowledge, and make a lasting impact. The AMA is home to five premier scholarly journals including: Journal of Marketing, Journal of Marketing Research, Journal of Public Policy and Marketing, Journal of International Marketing, and Journal of Interactive Marketing. Our industry-leading training events and conferences define future forward practices, while our professional development and PCM® professional certification advance knowledge. With 70 chapters and a presence on 350 college campuses across North America, the AMA fosters a vibrant community of marketers. The association’s philanthropic arm, the AMA’s Foundation, is inspiring a more diverse industry and ensuring marketing research impacts public good.
AMA views marketing as the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. You can learn more about AMA’s learning programs and certifications, conferences and events, and scholarly journals at AMA.org.
Marilyn Stone is Director, Academic Communities and Journals, American Marketing Association.