A Call for Further Conceptual Research in Marketing

Global trends such as artificial intelligence, privacy concerns, and virtual environments are reshaping consumer behaviors, market dynamics, and the strategies companies use to create and deliver value. To navigate this complex and fast-changing landscape, marketing professionals and scholars need innovative frameworks to adapt and lead.

A new Journal of Marketing study addresses this need by spotlighting the transformative power of conceptual research. Our research team demonstrates how conceptual studies redefine norms, explain new phenomena, and resolve conflicts. Unlike empirical research, which primarily analyzes data, conceptual studies focus on developing theories that influence practice and drive interdisciplinary progress. These studies provide a foundation for new ways of thinking, enabling businesses and academics to stay ahead of trends. Conceptual studies are cited 2.5 times more often than empirical work, underscoring their long-term impact on both scholarship and practice.

Our study categorizes conceptual research into five distinct types:

• New Paradigms: These studies challenge prevailing assumptions to reshape how we think about markets and consumer behavior. By questioning the status quo, they open the door to revolutionary ways of understanding business problems.
• New Theories: These papers combine existing frameworks or develop entirely novel approaches to address emerging trends and unresolved questions. They provide fresh perspectives that empirical research often cannot achieve alone.
• Theory Elaboration: By extending established theories to new contexts, these studies refine and enhance existing knowledge, making it more applicable to diverse industries and challenges.
• Literature Reviews: These papers synthesize existing research to reveal gaps in understanding and guide future investigations. They serve as roadmaps for scholars and practitioners seeking to address critical unanswered questions.
• Analytical Research: Using logic and mathematical modeling, these studies advance theory by deriving insights into how consumers and firms behave under different conditions.

Each type of conceptual research serves a unique purpose, but all share the common goal of providing clarity and direction in an increasingly complex marketing environment.

Practical Guidance for Crafting Conceptual Research

Our study provides a practical guide to crafting impactful conceptual papers. Scholars are encouraged to start by identifying promising research questions that address real-world challenges. Building strong theoretical arguments requires a clear understanding of the problem, the ability to integrate diverse perspectives, and the creativity to propose new frameworks or solutions. Writing compelling conceptual studies also involves avoiding common pitfalls, such as being overly abstract or failing to connect theories to actionable insights.

Collaboration between scholars and practitioners is particularly critical. Practitioners can provide valuable context and real-world examples that make theories more relevant and applicable, while scholars offer the rigor and depth needed to address complex issues. By working together, these groups can ensure that conceptual research has a tangible impact on both academic knowledge and business practices.

Areas Ripe for Conceptual Exploration

Looking ahead, our study identifies five areas that are particularly ripe for conceptual research:

• AI Transformation: Artificial intelligence is rapidly changing how marketers understand, predict, and influence consumer behavior. Conceptual studies are needed to explore how AI will redefine core marketing functions, from personalization to supply chain optimization, and its broader implications for customer relationships.
• Virtual Marketing: Augmented reality (AR) and virtual environments are creating new spaces for consumer engagement. What theories can explain behavior in these immersive digital spaces? How should companies adapt their strategies?
• Privacy Balances: As consumer data become increasingly central to marketing, the tension between personalization and privacy grows. Conceptual research can help regulators, firms, and consumers find ways to balance the benefits and risks of data-driven marketing.
• Crowdsourcing: Many companies now rely on customer communities for ideas and innovation. Conceptual studies can explore models that maximize the effectiveness of crowdsourcing while maintaining brand integrity and fostering community engagement.
• Sustainability: As environmental concerns become more pressing, marketers need frameworks to understand how sustainability initiatives affect consumer preferences, brand loyalty, and long-term profitability.

Bridging Theory and Practice

Conceptual research bridges the gap between theory and practice, enabling businesses to foresee and adapt to seismic changes in the market. For example, companies grappling with the challenges of integrating AI into their operations can benefit from theoretical models that predict how these technologies will reshape consumer interactions. Similarly, marketers venturing into virtual environments need guidance on how traditional strategies may or may not apply.

By investing in conceptual research, scholars and practitioners alike can tackle the most pressing challenges facing the marketing field. This collaboration is particularly important in a world where markets evolve faster than ever before. Theoretical insights grounded in practical relevance can help businesses anticipate changes, mitigate risks, and seize opportunities that others might overlook.

Source: Irina Kozlenkova, Caleb Warren, Suresh Kotha, Reihane Boghrati, and Robert Palmatier, “Conceptual Research: Multidisciplinary Insights for Marketing,” Journal of Marketing, 89 (4), 1–20. doi:10.1177/00222429241302814

Go to the Journal of Marketing