A theories-in-use approach to building marketing theory

• Main Authors: ZEITHAML, Valarie A., JAWORSKI, Bernard J., KOHLI, Ajay K., TULI, Kapil R., ULAGA, Wolfgang, ZALTMAN, Gerald
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2020
• Subjects: building theory; grounded theory; theories-in-use; theory construction; theory development; Marketing
• Online Access: https://ink.library.smu.edu.sg/lkcsb_research/6489; https://ink.library.smu.edu.sg/context/lkcsb_research/article/7488/viewcontent/TIU_av_2020.pdf
• Institution: Singapore Management University

This article’s objective is to inspire and provide guidance on the development of marketing knowledge based on the theories-in-use (TIU) approach. The authors begin with a description of the TIU approach and compare it with other inductive and deductive research approaches. The benefits of engaging...