Designing conceptual articles: four approaches: Professor Elina Jaakkola, University of Turku

Event Date: 8 December 2021

Speaker: Professor Elina Jaakkola

Time: 1pm

Location:  This will be a Zoom event. Please email for details.


As a powerful means of theory building, conceptual articles are increasingly called for in marketing academia. However, researchers struggle to design and write non-empirical articles because of the lack of commonly accepted templates to guide their development. This presentation will highlight methodological considerations for conceptual papers: it is argued that such papers must be grounded in a clear research design, and that the choice of theories and their role in the analysis must be explicated and justified. I will discuss four potential templates for conceptual papers – Theory Synthesis, Theory Adaptation, Typology, and Model – and their respective aims, approach for using theories, and contribution potential. Supported by illustrative examples, these templates codify some of the tacit knowledge that underpins the design of non-empirical papers and will be of use to anyone undertaking, supervising, or reviewing conceptual research. The presentation is based on my paper published AMS Review (2020).



Elina Jaakkola is a Professor of Marketing at Turku School of Economics, University of Turku, Finland. She specializes in service research and her current projects focus on topics such as customer experience and journeys, customer/actor engagement, and value driven business. Her research has been published e.g. in Journal of the Academy of Marketing Science, Journal of Product Innovation Management, Journal of Service Research, Industrial Marketing Management, Journal of Business Research, and Journal of Service Management. She is an Associate Editor for Journal of Service Research and Industrial Marketing Management and serves in the Editorial Review Board of seven prominent journals. She has received a number of awards for her scholarly activities.

Published: 27 October 2021

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