Improved conceptual definitions of the original constructs;
The identification and conceptual definition of additional constructs to be added to the conceptual framework (e.g., additional dependent, independent, mediating, and/or moderator variables);
The development of additional theoretical linkages (i.e., research hypotheses) with their accompanying rationale; and
The development of improved theoretical rationale for existing linkages.
In the words of Eric Arnould, “In most cases at academic journals, a contribution refers to a contribution to theory. Thus, the application of a theory to a novel context is often questioned for failing to make a contribution.”
If a theory is directly borrowed from marketing, psychology, or economics and not extended, refined, or limited by boundary conditions, then the contribution to theory is minimal and the manuscript is likely to contain a modest contribution at best.
1. investigating the psychometric properties of an important scale.
2. examining the effects of a potential moderator variable on the nature of the relationship between two constructs,
3. determining the degree to which a variable mediates the relationship between two constructs, and
4. testing a theoretical linkage between two constructs that has not previously been tested.
1. Reduce the potential problems with shared method variance through the insightful use of multiple methods of measurement,
2. Increase the generalizability of the research through more appropriate sampling procedures,
3. Allow the investigation of the plausibility of "third-variable explanations" for the results of past studies, and/or
4. Enhance the construct validity of key measures through the use of refined multiple-item measures and/or the use of measurement approaches that do not rely on self-reports.
According to Ladik & Stewart (2008), it is possible to make a contribution methodologically by creating a new method or by refining an existing method. Most journals, however, will not publish paper where the only contribution is methodological. In these cases, the contribution to method must be part of a paper that also includes a contribution to theory and/or contribution to context.
Straight replication
Replication and extension
Extension of a new theory/method in a new area
Integrative review (e.g., meta-analysis)
Develop a new theory to explain an old phenomenon - compete one theory against another - classic theory testing
Identification of a new phenomenon
Develop a grand synthesis - integration
Develop a new theory that predicts a new phenomenon (e.g., the theory of relativity)
Summers, J. O. (2001). Guidelines for conducting research and publishing in marketing: From conceptualization through the review process. Journal of the Academy of Marketing Science, 29(4), 405-415
Morgan, N. A., Kaleka, A., & Katsikeas, C. S. (2002). Antecedents of Export Venture Performance: A Theoretical Model and Empirical Assessment. Journal of Marketing, 68(1), 90–108
Ladik, D. M., & Stewart, D. W. (2008). The contribution continuum. Journal of the Academy of Marketing Science, 36(2), 157–165.