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Aula 2 The Uses of Marketing Theory PDF
Aula 2 The Uses of Marketing Theory PDF
articles
Andrew R. Lock
Leeds University Business School, UK
Abstract. Although images of the relationship between marketing science and prac-
tice have been dominant features of past and contemporary marketing thought,
surprisingly little research has been conducted on the subject, particularly at the level
of the marketing practitioner. This article provides a framework for characterizing
and better understanding the ways in which practitioners value and use academic
theory, and defines a set of propositions for guiding research into this area. The
exercise is intended to urge fellow researchers to refine, test and augment the working
hypotheses suggested herein in order to achieve a better understanding of the ways in
which marketing practitioners attend to, value and use marketing scientific theories.
Managerial implications of this research are discussed. Key Words
science marketing theory science utilization theory and practice
marketing
Introduction
The subject of the relationship between marketing science and practice has a long
standing within marketing, yet throughout marketings history as an academic
area of inquiry its tenets have only marginally been explored (Myers et al., 1979,
1980). Since the mid-1980s, infused by debates on the scientific status of market-
ing theory (e.g. Bartels, 1983; Peter and Olson, 1983), discussions on the interface
between marketing science and practice have once again resurfaced, attaining a
greater salience than before (e.g. AMA Task Force on the Development of
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Marketing Thought [hereafter AMA Task Force], 1988; Brinberg and Hirschman,
1986; Rossiter, 2001; Wensley, 2002; Varadarajan, 2003). Despite increased
acceptance and relevance, however, it can be argued that the subject has been
vastly under-realized in the marketing literature. The limited work that exists is
largely rhetorical and directed towards either a critique or legitimation of a par-
ticular image of the relationship between scientific theorizing on the one hand
(primarily done within universities) and practitioners (i.e. marketing pro-
fessionals including brand managers, market analysts and researchers) and their
activities on the other (Holbrook, 1985; Jacoby, 1985) as opposed to development
of theory and constructs for researching the ways in which practitioners can actu-
ally be guided and informed by marketing scientific endeavour. In a sense, since
the watershed inquiry of the AMA Task Force on the Development of Marketing
Thought (1988) concluded that little attention has been directed to the third
element of the Task Forces [on knowledge development, dissemination and use
in marketing] original assignment: how the marketing discipline utilizes market-
ing knowledge (AMA Task Force, 1988: 24), the marketing field has moved
on, largely ignoring the sciencepractice interface issues laid bare by these earlier
discussions, and without proper development of the core constructs involved. As
such, as Ratchford recently commented, the field still lacks a theoretical base and
a rigorous empirical study of how and whether our [academic] work influences
practice (Ratchford, 2001: IV).
Particularly lacking are studies from a practitioner perspective, as opposed to
science-centrist accounts of the relevance and dissemination of academic theory
in practice. As a result, the basic questions of whether, why and in what forms
practitioners actually use academic theory remain largely unanswered. Valuable
exceptions from such a practitioner perspective exist (Zaltman, 1997), yet existing
work falls short in this regard. The present article therefore provides a framework
for a better and more comprehensive understanding of the ways in which practi-
tioners value and use academic theories. The intent of the exercise is to develop a
solid conceptual foundation from which marketing-science utilization theory
can be cultivated and research into this area can be guided. Towards this end, the
article reviews prior work on the marketing sciencepractice interface including
the traditional debates on the relationship between science and practice as well
as the innovation diffusion and marketing engineering literatures. The evident
loopholes and limitations of this prior work in creating a rounded understanding
of the ways in which practitioners attend to and value academic theory leads to the
introduction of the rich conceptual vocabulary from the science utilization litera-
ture adept to this task. The article then circumscribes the domain of marketing
science utilization generally, and, based on qualitative research with marketing
practitioners, proposes a conceptual framework and propositions to guide
research into this area more specifically. The exercise is intended to urge fellow
researchers to refine, test, and augment the theory-inspired working hypotheses
suggested herein and to progress towards these goals with confidence in the
validity of adopting a practitioner perspective (as opposed to a science-centrist
view) in the domain of the marketing sciencepractice interface.
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Literature review
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The preceding section has established that prior work has commented upon and
alluded to the importance of science utilization as an important feature of the
marketing sciencepractice interface (AMA Task Force, 1988), but that little if any
studies have explicitly examined the issue (Cornelissen and Lock, 2002;
Grnhaug, 2002; Rossiter, 2001). An exception is Myers et al. (1979, see also
Myers et al., 1980) who explored the influence of innovations, as emerging from
both academia and industry, upon marketing practice. In their study, Myers et al.
(1979: 25) assessed that much innovation, particularly as perceived by academics,
never reaches line managers, and in retrospect, has contributed little to improve-
ments in marketing management practice, but equally maintained that basic
scientific research may impact upon practice in an indirect manner in providing
insights and ideas to practitioners (Myers et al., 1979: 26). These initial assess-
ments clearly suggest the need for a full-scale and systematic attempt at decipher-
ing and examining the various ways in which marketing science can influence
practice. To this end, we first circumscribe the concept of science utilization by
explicating the constructs of marketing science; in other words, the types of
knowledge generated by marketing research and as contained in scientific
theories, and utilization; in other words, the various ways in which practitioners
can use scientific knowledge. Both these constructs will subsequently feature in
the integrative framework of marketing science utilization developed in the next
section as well as the research propositions.
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Table 1
Overview of constructs
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taries within the marketing field have lamented the little instrumental use coming
forth out of scientific theorizing and research (Myers et al., 1979, 1980); and then
refuted this complaint to one degree or another, suggesting that although the
direct application of a particular theory or studys findings might be rare, market-
ing managers may use the insights and results of theory and research either as part
of their general store of knowledge (e.g. Cornelissen and Lock, 2002; Myers et al.,
1979) or as among many elements in the recipe for a particular situation or
circumstance leading to a decision (e.g. Brownlie and Saren, 1997; Zaltman,
1997). Accordingly, a conceptualization of science use should be broader and
more expansive than an instrumental mode of science use alone can account for.
Drawing upon the science utilization literature, three types of uses are therefore
distinguished: instrumental, conceptual and symbolic (e.g. Beyer and Trice, 1982;
Boggs, 1992; Landry et al., 2001; Pelz, 1978). Instrumental use involves acting on
theoretical accounts in specific, direct ways, where academic theory and research
are seen to provide rational solutions to managerial problems in a direct and
instrumental way (see Weiss, 1977). Conceptual use involves using theory for
general enlightenment; theory influences actions, but in less specific, more
indirect ways than in instrumental use. In the conceptual mode of science utiliza-
tion (see Rich, 1997), academic theory offers ideas, problem definitions, and
interpretative schemes as a set of intellectual tools available to practitioners in
understanding and anticipating real-world phenomena. Symbolic use involves
using theories for their symbolic or rhetorical value to legitimize and sustain pre-
determined positions or actions. Table 1 summarizes these three modes of science
use alongside the four types of scientific marketing theory as outlined earlier.
Research propositions
Figure 1 comprises a number of constructs and two sets of relationships between
them. The first set of relationships concerns the antecedent conditions that foster
or discourage marketing theory use; the second set of relationships refers to the
moderator factors that either strengthen or weaken the relationship between
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Moderators
1. operational quality
2. goal relevance
3. descriptive relevance
4. timeliness
Figure 1
Marketing theory use and the factors affecting it
the antecedent conditions and marketing theory use. We discuss each of these
relationships and develop propositions based on the literature and the survey
findings.
Type of theory Following results of science utilization studies indicating the little
instrumental use of scientific theory and research (Beyer and Trice, 1982; Weiss,
1977; Weiss and Bucuvalas, 1980), commentaries of marketing academics (e.g.
Brinberg and Hirschman, 1986; Cornelissen and Lock, 2002; Myers et al., 1979,
1980; Varadarajan, 2003; Zinkhan, 1994) have equally suggested that direct and
instrumental use of substantive theory is rare within the marketing field. A sug-
gested explanation for this break-down is the objective of substantive theorizing
to acquire theoretical meaning by sacrificing a detailed description and analysis of
the features of the phenomenon in case in order to illustrate the relations among
concepts (rather than to provide a comprehensive understanding of the phe-
nomenon). Such substantive theory, pitched at a high level of abstraction and
generality is therefore not directly relevant to concrete managerial situations
and its protocols lack flexibility to be easily converted into application-specific
form. As Zinkhan (1994) and Varadarajan (2003) amongst others have already
suggested, abstract substantive theories and the detailed empirical tests accom-
panying them are unlikely to command the attention of practitioners because
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they typically bear little resemblance to the everyday context in which managers
operate. One marketing manager in our qualitative study commented on this
point:
I remember sitting in class [MBA marketing communications class] once, listening to the
different theories of advertising effects being outlined. I knew that this was something that I
wouldnt use in my own company, although the general psychological background to them was
interesting.
Methodological theories, in contrast, through the largely procedural and opera-
tional knowledge that they contain can, following Anderson (1983), be used in an
instrumental and direct manner as a solution to a marketing problem. The results
of the qualitative interviews and survey generated very little to either confirm
or disconfirm this point, but we nonetheless suggest that methodological theories
such as conjoint analysis and product forecasting models (Steckel and Brody,
2001: 333) are operation-specific enough to be applied in a direct manner to a
specific class of marketing problems. The following propositions can therefore be
distinguished:
P1: Instrumental science use by practitioners is related negatively to substantive formal theory.
P2: Instrumental science use by practitioners is related negatively to substantive conceptual
devices.
P3: Instrumental science use by practitioners is related positively to methodological model
theory.
P4: Instrumental science use by practitioners is related positively to methodological methods
theory.
The mentioned explanation for the shortfall of substantive theory to be used
instrumentally is that the theorizing enterprise is relatively detached from the
situational contingencies of the everyday world of marketing practitioners, with
substantive theories within marketing research being typically formulated at such
a high level of generality that they are not readily translated into operational form.
These stylized accounts, while ignoring the particularities and complexities of the
everyday setting of practitioners, can however, as the present article argues, be
seen to have an impact through a conceptual mode of science utilization.
Conceptual devices, as precursors of formal substantive theory, in particular, offer
considerable scope for conceptual use within practitioner settings (Astley and
Zammuto, 1992), because they give great latitude to practitioners in selecting,
redefining, altering, combining and generally reinterpreting substantive theory
and the declarative knowledge that it contains to fit a wide variety of circum-
stances and purposes. The findings of the survey and interviews equally indicated
that conceptual use has the greatest currency with practitioners, rather than
instrumental or symbolic use, and that conceptual devices such as the SWOT-
analysis, Product-Life-Cycle, and the marketing mix in particular were used
conceptually rather than formal theories or research methods. To illustrate, one of
the interviewed managers reflected in the following way upon his use of concep-
tual devices and frameworks:
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. . . the type of marketing knowledge that we use here the most is segmentation thinking. The
concepts of demographics and psychographics help me to think about the target market for our
products, and describe it.
Here, the following propositions can be distinguished:
P5: Conceptual science use by practitioners is related positively to substantive formal theory.
P6: Conceptual science use by practitioners is related positively to substantive conceptual
devices.
Despite their operational and instrumental merit, methodological theories have
come under some criticism from marketing practitioners (e.g. Bogart, 1986;
Eighmey, 1988; Greyser, 1978) for their sophisticated rule-based logic and pro-
cedures that are seen to offer such a strict problem-solving approach that it
hampers and limits practitioner creativity, intuition and experience when think-
ing about a marketing problem. Equally, results from our qualitative survey and
interviews indicated a general reluctance of practitioners to use formal models
or methodologies that prescribe certain patterns of actions without explicitly
accounting for the particularities of business situations. Methodological theories
have indeed less conceptual leeway and interpretive viability than purely con-
ceptual devices. However, we suggest that the procedural knowledge of method-
ological theories can, while in the first instance being displayed in operational
application, also provide an analytical framework or device that adds to the
repository of practitioner thought upon a marketing subject. To support this
proposition, already in 1970, Little argued that his decision calculus a model-
based set of procedures for processing data and judgments (Little, 1970: B470)
has besides its direct and instrumental operational convenience or use through
application, also a general enlightening or contribution to learning function,
where the decision calculus is user-instructing in outlining a set of systematic
steps that raises consciousness and introduces a person to the issues of the
problem (Little, 1970: B471). Equally, Steckel and Brody (2001: 333) recently
argued that aside from direct diffusion where models are being implemented in
original form, methodological theories such as the ADCAD expert system for
advertising design (Burke et al., 1990) might also have an impact upon practice in
a more indirect manner involving the use of ideas or principles implicit in the
building or application of these models:
P7: Conceptual science use by practitioners is related positively to methodological model
theory.
P8: Conceptual science use by practitioners is related positively to methodological methods
theory.
From the perspective of symbolic use of scientific marketing theory, the relevance
and hence utility of a concept or term lies in its effect of either legitimizing or
producing action in practice, and of evoking an appearance of the manager as
acting in a rational and progressive manner (e.g. Abrahamson, 1991, 1996). As
Eccles and Nohria have documented, from such a perspective, labels and concepts
derived from scientific theory are used by managers as they see fit as part of their
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to practitioners (Beyer and Trice, 1982; Cornelissen and Lock, 2002). In contrast,
the survey and the qualitative interviews elicited further conditions or contingen-
cies under which the impact of the types of theory upon marketing theory use
varies. That is, the survey and interviews suggest that certain contingencies
moderate (i.e. increase or decrease) the strength of the relationship between
theory type and utilization. In the following discussion, we consider four such
contingencies or moderator variables concerning the fit between a particular
theory and practice; as seen from the practitioners perspective. The first factor
involves the operational quality of the theory in question and refers to the
ability of the theory to provide concrete and actionable action implications, for
instance, as practitioners may be able to manipulate a theorys causal variables.
Formal theories and conceptual devices, as well as methodological theories may
have this operational quality, which further stimulates and moderates the degree
to which a particular theory is used. The following quote from one of the respon-
dents in the survey illustrates this concern with the operational quality of a
theory: it needs to be clear what a theory does . . . otherwise it is just academic or
philosophical.
A second moderator factor is goal relevance; the correspondence of outcome
variables in a theory to factors and issues that practitioners wish to influence.
When the goal relevance of a theory is higher, the extent of its use is likely to be
higher, and usage then also tends to be more instrumental and conceptual than
symbolic. Both these factors thus moderate the extent and type of marketing
theory use:
P13: the greater the operational quality of a theory, the stronger the relationship between
theory type and theory use.
P14: the greater the goal relevance of a theory, the stronger the relationship between theory type
and theory use.
The third moderating factor is labelled descriptive relevance and refers to the
accuracy by which phenomena encountered by practitioners in organizational
settings are captured in a certain theory. The greater the descriptive relevance of
a theory, the greater its use, and usage will also be more instrumental and con-
ceptual rather than symbolic. One of the interviewed managers remarked here: I
am still waiting for the theory of everything in marketing; which makes all the
decisions for me and makes me avoid making mistakes.
And, finally, the fourth moderator involves timeliness: the availability of a
theory to practitioners in time for them to deal with marketing problems:
P15: the greater the descriptive relevance of a theory to practitioners, the stronger the relation-
ship between theory type and theory use.
P16: the greater the timeliness of a theory to practitioners, the stronger the relationship
between theory type and theory use.
It is important to note at this point that there may well be further moderators, or
indeed contextual variables such as the general attitude of practitioners towards
academia and towards the provision of theories, and the education in marketing
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enjoyed by them. These and other factors may emerge as important factors affect-
ing the use of marketing theories, yet they did not emerge from our review of the
literature and the qualitative research conducted.
Discussion
Managerial implications
Our framework and propositions not only suggest viable research pathways (see
below), but also have direct managerial implications. First, our framework
suggests that the use of marketing theory is a complex and multifaceted process,
and ultimately depends upon practical assessments by practitioners concerning
the currency, timeliness and relevance of a certain theory for a practical market-
ing problem or situation. In other words, rather than seeing all theory and theory
use necessarily as a good thing, practitioners may follow the tenets suggested here-
in to judge for themselves whether usage of a certain theory is desirable and/or
helpful to them. Second, the framework clearly delineates the factors that can be
expected to foster or discourage marketing theory use. Some of these factors may
be accounted for by practitioners themselves in order to increase (or decrease)
marketing theory use within their organizations. Overall, our framework gives
practitioners a comprehensive view of ways in which theories can be used and the
factors affecting it.
Research agenda
This study underscores the critical importance of systematically exploring and
understanding the ways in which marketing practitioners use scientific theories.
Far from considering all scientific theory as largely irrelevant to managerial con-
cerns or claiming that methodological theories built around applications will
increasingly dominate in science use over disciplinary-based substantive theories
(Gibbons et al., 1994), different types of substantive and methodological theories
are suggested to have an impact upon marketing practice in both direct instru-
mental and more indirect and diffuse ways. In doing so, the article has provided a
more holistic and balanced view, which emphasizes the possibilities and purposes
of use and the range of substantive and methodological scientific theories that
lend themselves to various forms of science use.
In moving forward with the goal of developing and grounding research into
marketing-science utilization, a further specification of methods is needed.
Drawing upon science utilization theory and research (e.g. Rich, 1997), a variety
of approaches for measuring relevance and use can be considered, yet one par-
ticular method that might advance our understanding of the subject as outlined
in the conceptual framework of this study is considered here. A participative
observation method is suggested as it offers the potential to investigate the use of
specific science-derived marketing concepts and vocabulary used by marketing
practitioners in situ, as such avoiding the potential pitfalls of surveys and self-
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Concluding comments
This study was executed with the objective of stimulating novel and rich ideas and
research pathways concerning the important yet under-conceptualized subject
of science utilization in marketing. The discussion and arguments presented
establish the relevance and validity of adopting a practitioner perspective when
studying practitioner uses of scientific theories and provide a preliminary frame-
work and set of propositions for the execution, refinement and extension of this
task. The study has implications for both marketing academics and practitioners
with an interest in considering and knowing how scientific theory might impact
upon practice. Ultimately, such thought and inquiry depends upon more detailed
empirical research, and the conceptual framework suggested here outlines how
such research might systematically be carried out.
Acknowledgments
We appreciate the support for our research from the Chartered Institute of Marketing
(UK), and the helpful comments from the editor and three reviewers on an earlier
version of this article.
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Notes
1 Notably, however, the existing body of work on marketing engineering rarely
involves the translation of substantive marketing theory into technological applica-
tions and is primarily concerned with the application of methodological theories of
statistical inference of data sets and methods of assembling and treating marketing
data in a professional setting (see Charnes et al., 1985).
2 Our focus here is on marketing science utilization, and the relationship between
academia and practice, and not on the process by which scientific theories in
marketing are developed, either with or without the input from practitioners (for the
latter, see for instance, Holbrook, 1986; Hubbard and Lindsay, 2002; Myers et al.,
1979; Wierenga, 2002).
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Andrew Lock is Dean and Professor of Marketing at the Leeds University Business
School. His current research interests are in political marketing and political communi-
cations, and the relationship between academic theorizing and marketing practice. His
published work has appeared inter alia in the Journal of Advertising Research, European
Journal of Marketing, Journal of Marketing Management, and the International Journal of
Advertising. Address: Leeds University Business School, Maurice Keyworth Building,
University of Leeds, LS2 9JT, UK. [email: arl@lubs.leeds.ac.uk]
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