#5310. Splashing in deep waters of theory: A commentary section on Sandberg and Alvesson’s (20XX) “Meanings of theory”

August 2026publication date
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Journal’s subject area:
Marketing;
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Abstract:
This section presents four commentaries to Sandberg and Alvesson’s (20XX) “Meanings of theory,” an article that argues common definitions of theory are too restrictive. To contribute toward a more diverse and level playing field, Sandberg and Alvesson propose a typology of five “basic theory types.” The commentaries here consider their arguments in the light of marketing and consumer research.
Keywords:
Hierarchies of theory; meaning of theory; theory; theory mania; typology of theory

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