A Prospectus for Theory Construction in Marketing
探讨了理论构建的两种方法：经典实证主义范式与新兴现实主义视角，并尝试制定理论表征标准，以促进理论的严谨开发、检验与评估。
This article addresses the question, “How should theories be constructed?” In doing so, two approaches are considered: the classic positivist paradigm and an emerging realist perspective. An attempt is made to develop criteria for representing theories so that they can be more rigorously developed, tested, and evaluated.