English (United Kingdom)

https://curated-unify.zendy.io/wp-json/zendy-region/v1/featured_content/oa?rat=en

https://curated-unify.zendy.io/wp-json/zendy-region/v1/highlighted_journal/

Global: Zendy Plus annual

Presents the access of premium content as premium feature

Premium Content

Presents the keyphrase highlighting as premium feature

Keyphrase Highlighting

Presents the summarisation as premium feature

Summarisation

Insights

Presents the pdf analysis as premium feature

PDF Analysis

Presents the zaia usage as premium feature

ZAIA

Global: Zendy Tools annual

Global: Zendy Free Plan

Global: Zendy Tools monthly

Global: Zendy Plus monthly

Given the need for more theory development in the field of marketing, this article introduces a new approach to help doctoral students develop the creative skills necessary for developing impactful theories. It introduces a series of exercises based on a framework of creativity training and abductive reasoning. Initial results from a marketing theory seminar show that, with practice, students’ explanations for phenomena became more creative and more conceptual.

A CREATIVE ABDUCTION APPROACH TO THEORY DEVELOPMENT IN MARKETING DOCTORAL EDUCATION