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|Title:||Theorizing about the service dominant logic: The bridging role of middle range theory|
|Authors:||Brodie, Roderick J.|
|Citation:||Marketing Theory, 2011, 11 (1), pp. 75-91.|
|Abstract:||To date, the discourse about service dominant (S-D) logic has been largely theoretical, with the main focus on exploring the foundations for an integrating general theory of markets and marketing. Little attention has been given to the role of theorizing, and how empirical evidence can be used to inform the theoretical development. This paper explores the bridging role of middle range theory in this process. First S-D logic is examined as a foundation for general theory. This leads to a discussion about the use of middle range theory to link general theory and empirical findings. The following sections examine the role that contemporary marketing practices (CMP) research plays in providing a bridge between S-D logic and empirical evidence. The paper concludes by considering implications for further research.|
|Description:||The full text of this article is not currently available on the LRA. Article embargoed until March 2012. The original published version is available on the publisher's website at: http://mtq.sagepub.com/content/11/1/75.abstract ; DOI: 10.1177/1470593110393714|
|Appears in Collections:||Published Articles, School of Management|
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