The conceptual contributions of Shelby D. Hunt: Foundations for advancing the marketing discipline

Sreedhar Madhavaram
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引用次数: 3

Abstract

ABSTRACT Given that conceptual contributions are essential for enhancing marketing thought, scholars are increasingly lamenting the decline in conceptual advances in marketing. Remarkably, while the marketing discipline was experiencing a precipitous decline in conceptual advances, Professor Hunt, almost singularly, moved in the opposite direction through his significant conceptual contributions to several substantive areas in marketing. In this article, as a scholarly tribute, I evaluate some of his conceptual contributions to marketing theory, franchising, marketing ethics, marketing strategy, and competition. Specifically, this article (i) discusses the nature of conceptual contributions, (ii) evaluates Hunt’s conceptual contributions to five substantive areas in marketing using MacInnis’s typology for conceptual contributions, (iii) argues that Professor Hunt’s conceptual contributions are foundational for scholarly discourse on marketing theory, franchising, marketing ethics, marketing strategy, and competition, and (iv) urges marketing scholars to both develop conceptual contributions for substantive areas of marketing and to cumulatively build on the foundations of Professor Hunt’s conceptual contributions to specific research domains. Indeed, an appropriate tribute to a scholar’s intellectual contributions can only come from preserving the cumulativity of those contributions by building on their foundations.
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Shelby D. Hunt的概念贡献:推进市场营销学科的基础
摘要鉴于概念贡献对于提升营销思维至关重要,学者们越来越哀叹营销中概念进步的下降。值得注意的是,当营销学科的概念进步急剧下降时,亨特教授却几乎奇怪地朝着相反的方向发展,他在营销的几个实质性领域做出了重大的概念贡献。在这篇文章中,作为对学术界的致敬,我评价了他在营销理论、特许经营、营销伦理、营销战略和竞争方面的一些概念性贡献。具体而言,本文(i)讨论了概念贡献的性质,(ii)使用麦金尼斯的概念贡献类型学来评估亨特对营销五个实质性领域的概念贡献,(iii)认为亨特教授的概念贡献是营销理论、特许经营、营销伦理、,营销战略和竞争,以及(iv)敦促营销学者既要为营销的实质性领域做出概念性贡献,又要在Hunt教授对特定研究领域的概念性贡献的基础上不断发展。事实上,对学者智力贡献的适当赞扬只能来自于通过建立这些贡献的基础来保持这些贡献的累积性。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
CiteScore
4.00
自引率
6.20%
发文量
21
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