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AMA SUMMER EDUCATORS’ PRECONFERENCE 2010

THEORY DEVELOPMENT IN MARKETING. AMA SUMMER EDUCATORS’ PRECONFERENCE 2010. Ravi S. Achrol Professor of Marketing Science George Washington University. Boston. August 12, 2010. I WILL COVER THE FOLLOWING TOPICS Epistemology in Marketing Induction Disciplined Imagination Metaphor

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AMA SUMMER EDUCATORS’ PRECONFERENCE 2010

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  1. THEORY DEVELOPMENT IN MARKETING AMA SUMMER EDUCATORS’ PRECONFERENCE 2010 Ravi S. AchrolProfessor of Marketing ScienceGeorge Washington University Boston. August 12, 2010

  2. I WILL COVER THE FOLLOWING TOPICS • Epistemology in Marketing • Induction • Disciplined Imagination • Metaphor • Borrowing • Models

  3. EPISTEMOLOGY THE PURE SCIENCES EMPIRICS Constructs/ Measures Holistic Observations Phenomena THEORY Fundamental processes Largely autonomous but fixed Reductionist

  4. RELEVANT THEORY METASTASIZES & METAMORPHS MARKETING EPISTEMOLOGY MARKETING SCIENCE Phenomena are enacted Fundamental processes are dynamic and created Observations Constructs/ Measures

  5. MARKETING EPISTEMOLOGY TWO KEY IMPLICATIONS • Marketing theories offer slices or lenses • Because marketing is enacted, very unusual role • for “visionary theory”.

  6. PATHWAYS TO THEORY DEVELOPMENT • INDUCTION: The Problem With Domain of Theory Y Domain of Theory X Empirical studies Can this lead to theory development? Empirical studies do not explain phenomena. Explanation is in the theory. Empirical studies only test small parts of a theory.

  7. Induction at Work

  8. PATHWAYS TO THEORY DEVELOPMENT • INDUCTION MIGHT WORK IF Logical construction vs. cherry picking [Marxian dialectics; Kuhn’s structure of scientific revolutions] THEORY 1 What works What doesn’t work THEORY 2 THEORY 4 THEORY 3 Mechanism driven not variable driven

  9. PATHWAYS TO THEORY DEVELOPMENT 2. WEICK’S DISCIPLINED IMAGINATION or Evolutionary Epistemology • PROBLEM • FORMULATION • More explicit • assumptions • More detailed • more accurate • representation THOUGHT EXPERIMENTS - More trials - More variation • SELECTION • CRITERIA • Apply more • consistently • More diverse • criteria • Simultaneously • not linearly Outcome judged on the bases of Plausib-ility and Survival Value, not validity LITERATURE REVIEWS METAPHORS PICTURES, MAPS Although Weick puts metaphor at the heart of disciplined imagination, he does not elaborate on how metaphors work

  10. 3. MAX BLACK on METAPHOR Substitution view Stylistic decorations upon plain sense Comparison view Metaphor as creative filter. Interaction between two “systems of associated commonplaces.” Emphasize some details, suppress others—in short organize our view of a subject in a new light Interaction view

  11. PATHWAYS TO THEORY DEVELOPMENT 4. BORROWING FROM OTHER DISCIPLINES Transaction Cost Economics ----- Marketing Channels Market failure Market development Firm boundary definition Interorganizational division of (make or buy) functions, risks and rewards Opportunism Mutuality/Interdependence Assets specificity Power Uncertainty Social norms of behavior Hostages/credible commit. Relational variables • Literal vs. “metaphorical application” of borrowed theory.

  12. PATHWAYS TO THEORY DEVELOPMENT 5. MODELS & ARCHETYPES • Exemplar (model husband), version, or display (fashion) • Scale model or replica of something (educational) • Analog model or icon (change of medium) isomorphic • structure/pattern of relationships • Mathematical models: • Descriptive models • Theoretical models • - Archetypes

  13. PATHWAYS TO THEORY DEVELOPMENT Mathematical Models • Descriptive math models are based on finding the • functional form (e.g. logistic) that best fits data. • - “Black box” approach to theory • Generate testable hypotheses • - Useful practical tools

  14. Mathematical Models at Work

  15. PATHWAYS TO THEORY DEVELOPMENT Theoretical Mathematical Models • Theoretical math models are based on rules of • correspondence in structure and mechanisms (putative • isomorphism) • Generate falsifiable hypotheses • Often the explanation is built on metaphor, • A good model suggests further questions that take us • beyond the phenomenon from which we began

  16. PATHWAYS TO THEORY DEVELOPMENT Archetypes: Model as Exemplar • More topographic or normative, than driven by putative • mechanisms • Unique role in “visionary theory” • - Caveat

  17. TakeawaysThe Wheel of Theorizing Metaphors, Models, Borrowing are interactive processes not literal Mechanisms are as important, if not more, than the variables Marketing is a dynamic field that’s is created by the theories used to explain it ! Metaphorical constructions are at the heart of new theory development Theories are lenses or slices of complex and dynamic phenomena Visionary theory and dialectical processes are the key to continuous theory development

  18. I think good theories are playful. They chide conventional “rationality,” make flights of fancy, and add drama to an otherwise dreary profession.

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