Conceptual research is fundamental to advancing theory and, thus, science. Conceptual articles launch new research streams, resolve conflicting findings, explain new phenomena, and integrate divergent research areas. Yet, compared with other disciplines, marketing publishes little conceptual research. This paper provides a multidisciplinary perspective of conceptual research to help increase the quality and quantity of conceptual research in marketing. First, the authors compare conceptual research approaches across marketing, management, psychology, and sociology to provide a synthesis of existing conceptual research frameworks. Second, using citation analyses, the authors provide insights into the academic impact of conceptual research across disciplines, across marketing domains, and over time; they also assess its impact outside of academia. Third, to assist researchers, the paper offers a step-by-step process or “how to” guide for developing high-impact conceptual research, based on insights from the multidisciplinary analysis and interviews with conceptual researchers from different disciplines. Fourth, drawing on the interviews and keyword analysis of recent conceptual marketing articles, the authors suggest emerging opportunities for conceptual research and how to increase the value of conceptual papers for practitioners.

中文翻译：

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EXPRESS：概念研究：营销的多学科见解


概念研究是推进理论和科学的基础。概念文章启动新的研究流，解决相互矛盾的发现，解释新现象，并整合不同的研究领域。然而，与其他学科相比，市场营销很少发表概念研究。本文提供了概念研究的多学科视角，以帮助提高市场营销概念研究的质量和数量。首先，作者比较了市场营销、管理、心理学和社会学的概念研究方法，以提供现有概念研究框架的综合。其次，使用引文分析，作者提供了对概念研究跨学科、跨营销领域和随着时间的推移的学术影响的见解;他们还评估了它在学术界之外的影响。第三，为了帮助研究人员，本文根据多学科分析和对来自不同学科的概念研究人员的访谈的见解，为发展高影响力的概念研究提供了分步过程或“如何”指南。第四，借鉴对最近概念营销文章的采访和关键词分析，作者提出了概念研究的新机会以及如何增加概念论文对从业者的价值。