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https://hdl.handle.net/2440/86924
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Type: | Journal article |
Title: | Theorizing about the service dominant logic: the bridging role of middle range theory |
Author: | Brodie, R. Saren, M. Pels, J. |
Citation: | Marketing Theory: an international review, 2009; 11(1):75-91 |
Publisher: | SAGE Publications |
Issue Date: | 2009 |
ISSN: | 1470-5931 1741-301X |
Statement of Responsibility: | Roderick J. Brodie, Michael Saren, Jaqueline Pels |
Abstract: | To date, the discourse about service dominant (S-D) logic has been largely theoretical, with the main focus on exploring the foundations for an integrating general theory of markets and marketing. Little attention has been given to the role of theorizing, and how empirical evidence can be used to inform the theoretical development. This paper explores the bridging role of middle range theory in this process. First S-D logic is examined as a foundation for general theory. This leads to a discussion about the use of middle range theory to link general theory and empirical findings. The following sections examine the role that contemporary marketing practices (CMP) research plays in providing a bridge between S-D logic and empirical evidence. The paper concludes by considering implications for further research. |
Keywords: | empirical evidence; general theory; marketing practices; middle range theory; service-dominant logic; theorizing |
Rights: | © The Author(s) 2011 |
DOI: | 10.1177/1470593110393714 |
Published version: | http://dx.doi.org/10.1177/1470593110393714 |
Appears in Collections: | Aurora harvest 2 Business School publications |
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