Enhancing theory development in the domain of relationship marketing: how to avoid the danger of getting stuck in the middle

Abstract

Purpose This study aims to explore how relationship marketing can sustain the position as a major domain for academic research and avoid premature stagnation. Design/methodology/approach The paper outlines a process in which theory informs empirical research and practice, and at the same time, where practice informs empirical research and theory. This requires giving attention to the process of theorizing itself, rather than treating theory as an outcome. To facilitate this outcome, mid-range theorizing needs to be embedded in the processes. Findings The application of mid-range theorizing processes is illustrated. Examples are provided to show how a broader “transcending” relational network perspective informs empirical research, and to illustrate how marketing practice can be used to inform empirical research and theoretical knowledge. Originality/value New thinking is provided about enhancing theory development to ensure relationship marketing remains a major domain for research.

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