1. Building impactful theories Ajay K. Kohli Georgia Institute of Technology (With Kapil Tuli, Singapore Management University) Ideas that Matter: A Dialog on Enhancing Theory Development in Marketing AMA Summer Educators’ Pre-Conference August 13, 2010

2. 2 What is a theory? “A theory is a systematically related set of statements, including some lawlike generalizations, that is empirically testable. The purpose of a theory is to explain and predict phenomena.” Rudner (1966) in Hunt (2002) (Paraphrased second sentence)

3. 3 What is a theory? A theory is comprised of construct definitions, propositions linking the constructs, and arguments for the propositions: X “explains” variations in Y XY Z XY X and Z “explain” variations in Y

4. 4 What makes a theory impactful? Applicable in many contexts Memorable

5. 5 Implications for theory building Applicable in many contexts Memorable Broad constructs (& propositions)

6. 6 Implications for theory building Applicable in many contexts Memorable Broad constructs (& propositions) Simple (but not simplistic) - Test statement: “Dr. Xyz developed this theory According to which _____________________ ” - Coherence across multiple propositions (construct groupings, logic across propositions)

7. 7 Implications for theory building Applicable in many contexts Memorable Broad constructs (& propositions) Simple (but not simplistic) Beautiful - Construct labels, logic flow, proposition articulation - Consistent use of a construct label

8. 8 Implications for theory building Applicable in many contexts Memorable Broad constructs (& propositions) Simple (but not simplistic) Beautiful Interesting - New explanation - Causing (typically modest) intellectual discomfort

9. 9 Thank you!