Theory Development and Stretch in Marketing Studies Essay (Critical Writing)

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To focus on the particular aspects of management research, it is necessary to examine the character of articles presented in the most credible journals related to the field of management, business, or marketing. Having researched the issues of the Journal of Marketing (2008-2012), it is possible to conclude about the contributions made by articles presented in the volumes to knowledge according to such criteria as the development of theory, the stretch of theory, and reflections. The total number of 248 articles published in the Journal of Marketing during 2008-2012 was examined. This number was taken as 100%.

The number of articles developing theory is 19. These articles present 8% of the total number of articles published in the journal from 2008 to 2012.

The number of articles stretching theory is 221. These articles can be discussed as 89% of the total number of articles.

The number of articles reflecting on the other researches and not providing the real contribution to knowledge is 8. These articles form 3% of the whole number of articles published in the Journal of Marketing for five years.

248 articles published in the Journal of Marketing during 2008-2012 were analyzed about their contribution to knowledge. Two basic categories into which it is possible to divide articles regarding the specifics of the conducted research are those researches which develop the unique theory without basing on the previous investigations and those investigations which aim to add to the existing theories discovering the aspects of theories within new contexts.

The main lessons from the conducted management research are based on the fact that the majority of articles published depend on stretching the existing theories because the development of the new theory involving innovative approaches and assumptions is correlated with the higher levels of research competence. That is why the percentage of theoretically unique researches is significantly lower in comparison with the number of investigations based on stretching existing theories. Despite the fact articles in which the current theories are discussed within the new context are not as contributing to knowledge as the original research articles based on the development of new theories, the researches that prove the existing theories are important to focus on the definite phenomenon or theory from the new perspective. Thus, these researches can contribute to knowledge.

Journal of Marketing is discussed as a credible source of information on the latest research in the field. Focusing on the content and quality of the articles presented in the journal, it is possible to conclude about the changes and investigations in the sphere which are important for the further development of industry and the next researches because the majority of the examined articles is based on stretching the theories which were developed earlier (Kerin; Ray, Wood, and Messinger). From this point, management research can provide the investigator with the necessary information about tendencies within the chosen sphere concerning examining the articles from the definite journals (Adcroft and Willis; Kerin). Much attention should be paid to the articles which belong to the category of theoretical advance because these researches contribute to knowledge significantly in comparison with the articles from the other discussed categories.

Works Cited

Adcroft, Andy, and Robert Willis. “A Snapshot of Strategy Research 2002-2006”. Journal of Management History 14. 4 (2008): 111-114. Print.

Kerin, Roger. Marketing. Boston: McGraw-Hill. 2010. Print.

Ray, Sourav, Charles Wood, and Paul Messinger. “Multicomponent Systems Pricing: Rational Inattention and Downward Rigidities”. Journal of Marketing 76.5 (2012): 1-17. Print.

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