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jm-theory-development

separate

Use when building the conceptual logic for a Journal of Marketing (JM) manuscript — grounding theory in a real-world marketing phenomenon, deriving predictions, and accommodating an empirics-first route. Builds the argument; it does not select the question (jm-topic-selection) or run the analysis (jm-data-analysis).

When to use

• building conceptual logic for JM manuscript
• grounding theory in real-world marketing phenomenon
• deriving predictions
• accommodating empirics-first route
• specifying mechanism and boundary conditions
• articulating managerial logic

When not to use

• selecting the question
• running the analysis

Skill page

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