Заключение

Locke (2001) утверждает, что обоснованная теория идеально подходит для расширения знаний в области менеджмента потому, что она может (a) охватить всю сложность «контекста, в котором происходит действие» (с. 95), (b) связать теорию со случаями из повседневной жизни практикующих специалистов за счет своего требования о прагматической пользе, (c) поддержать построение теорий в значимо новых областях, особенно в быстро развивающихся контекстах, где изменения происходят постоянно, и (d) «оживить зрелое теоретизирование» (с. 97), иными словам, обновить и освежить существующие теоретические рамки. Как показал наш краткий обзор исследований, имеющихся в нашей области, утверждения Locke остаются правдивыми и для исследованиях по типу обоснованной теории в маркетинге. Вкратце, концептуализированная и аккуратно примененная обоснованная теория имеет большой потенциал для оспаривания того, что, как нам кажется, мы знаем о маркетинге и поведении потребителей.

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