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Wolfgang Ulaga
Senior Affiliate Professor of Marketing
Awards
Winner of 2021 Academy of Marketing Science Review Best Paper Award, Academy of Marketing Science
May 2022
Keywords
Marketing Theory Development; Research Propositions; Foundational Premises; Concepts, Constructs
Journal Article
Effective research propositions are key to advancing marketing theory and practice. However, our discipline provides little guidance on how to systematically craft impactful propositions. Consequently, scholars often refrain from including propositions in conceptual articles due to either a lack of knowledge or the confidence to do so. This proves detrimental to scholars looking to develop theory and conceptual papers.