The primacy of theory

Nick J. Lee, Gordon E. Greenley

Research output: Contribution to journalEditorialpeer-review


Purpose – The purpose of this editorial is to provide indicative guidance to prospective EJM contributors of the importance of theoretical development to the success of submissions. Design/methodology/approach – The authors use a combination of conceptual thinking and theoretical literature to present key concepts of theory and its relevance to a manuscript's contribution to knowledge. Findings – The authors propose some guidelines for researchers who wish to publish the results of their work in EJM, and these also have relevance to other top academic journals. Research limitations/implications – The topic of theoretical conceptualisation and development is a complex one. Because of space constraints, the coverage of many issues is necessarily brief in this article. Practical implications – Scholars should find the thoughts contained in this article to be of significant benefit to their publication efforts in EJM and other top journals. Originality/value – While other top marketing journals have in the past provided similar guideline-style pieces, this is one of the few to be written from an inclusive perspective, with the explicit focus on the theoretical development stage.
Original languageEnglish
Pages (from-to)873-978
Number of pages106
JournalEuropean Journal of Marketing
Issue number9-10
Publication statusPublished - 2008


  • marketing environment
  • marketing theory
  • research


Dive into the research topics of 'The primacy of theory'. Together they form a unique fingerprint.

Cite this