Analysing Theory Networks: Identifying the Pivotal Theories in Marketing and their Characteristics

Barnes, Bradley R. and Berthon, Pierre and Pitt, Leyland and van der Merwe, Rian (2007) Analysing Theory Networks: Identifying the Pivotal Theories in Marketing and their Characteristics. Journal of Marketing Management, 23 (3/4). pp. 181-206. ISSN 0267-257X. (The full text of this publication is not currently available from this repository. You may be able to access a copy if URLs are provided)

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Social network theory and descriptive statistical analysis are used to identify and analyse the characteristics of the pivotal themes emerging from within the key marketing literature. Data are collected over a ten-year period from three leading academic marketing journals i.e. Journal of Consumer Research, Journal of Marketing, and Journal of Marketing Research. Our findings highlight the most important pivotal theories based upon a combination of citation frequency, and theory-to-theory network linkage power. Whilst none of the leading theories identified appear to stem from marketing, most come from closely related disciplines such as economics and psychology, and relate to several common themes including the management of relationships and human behaviour, organisational issues and behaviour, and decision making. We identify some limitations associated with our research, several areas worthy of future investigation, and based upon the theory, extract some insights that practitioners may also find beneficial

Item Type: Article
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Faculties > Social Sciences > Kent Business School > Marketing
Depositing User: B.R. Barnes
Date Deposited: 27 Jun 2008 17:47
Last Modified: 17 Apr 2014 15:15
Resource URI: (The current URI for this page, for reference purposes)
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