How to develop

Theoretical models and

frameworks
Dr JUSTIN PAUL
Professor- USA & Editor (AE/ Senior/Guest): Journal of Bus Research, Inter bus Review, J
of retailing & cons services, J of strategic marketing, Services industries Journal
email: profjust@gmail.com
Theory Development

 Proposing a Theoretical Model and Developing a

Theoretical Model: What’s the difference ?
 Reviewers’ Reservation on the article – Toward a
7-P framework for international marketing, when
we submitted to a premier journal.
 Experience sharing: It was written that we
developed 7-P framework, without testing.
Theory development / proposing

 Positing without Testing can only be called as PROPOSING

A NEW THEORETICAL MODEL / FRAMEWORK.
Example, AMR Articles, AMS Review articles

 IF YOU POSIT / GO AHEAD WITH TESTING THE

THEORETICAL MODEL YOU PROPOSED, THEN IT CAN BE
CALLED THAT YOU DEVELOPED THAT THEORY/
THEORETICAL MODEL.
SPRINGBOARD THEORY

 Luo and Tung (2018) just propose it in their article

in JIBS.
 They do not test the theory proposed. Therefore,
theory is not yet developed.
THEORETICAL PROPOSITIONS

 In the articles aiming for Theory development, it’s

good to include some propositions based on the
pooled findings of prior studies.

 These propositions should be ideally testable as

hypotheses by others in their research.
Propositions: 7-P Framework for
international marketing
 See the article to learn how to develop propositions.

 Paul, J., & Mas, E. (2019). Toward a 7-P framework for international
marketing. Journal of Strategic Marketing, 1-21.
UPPSALA MODEL

 Developed based on the data from 3 Swedish

firms’ internationalization processes (Johansen &
Vahlane, 1977).
 Proponents show that there is a generalized
theoretical pattern based on the study of
internationalization of those Swedish firms. All
the firms gradually internationalized. First, to
markets with less psychic distance.
CPP Model for internationalization
(Conservative, predictable and pacemaker
firms and markets)
 Based on the generalized insights derived using the data
from IT Companies from Puerto Rico.
 Model based on legal distance/ Institutional distance.
 Reference:
Paul, J., & Sánchez‐Morcilio, R. (2018). Toward A new model
for firm internationalization: Conservative, predictable, and
pacemaker companies and markets. Canadian Journal of
Administrative Sciences.
MASSTIGE MODEL FOR BRAND
MANAGEMENT
 A New theoretical model to demonstrate how premium brands can maximise
their sales targeting middle class and mass market.
Based on the example/story of Louis Vuitton in foreign markets such as Japan.

Paul, J. (2019). Masstige model and measure for brand management. European
Management Journal.
Paul, J. (2015). Masstige marketing redefined and mapped: Introducing a pyramid
model and MMS measure. Marketing Intelligence & Planning, 33(5), 691-706.
CAGE Framework (Ghemawat)

 Cultural, Administrative, Geographic & Economic (CAGE) Distance Framework.

 Underlying Notion: Distance between countries still matters and they are
classified as 4 types of distance.

 Original article in Harvard bus review.

New Conceptual Model development

 Rosado-Serrano, A., & Paul, J. (2018). A new

conceptual model for international
franchising. International Journal of Hospitality
Management, 75, 179-188.
 (you can develop a conceptual model based on
the drawbacks of previously available models).
THEORY

 Should ideally show the causal relationship between two

or more constructs/ variables..
 It may not be perfect to develop a Theory in just one
article. But possible to do it in 2 or 3 articles.. It
evolves..with steps such as
 1. Theory/ Theoretical model proposal
 2. Theory testing.
Discuss the models that you know ?

 THANK YOU.

PRESENTATION by DR JUSTIN PAUL, PROFESSOR & EDITOR- USA.

 EMIL: profjust@gmail.com
Justin.paul@upr.edu
jpaul@rollins.edu
Page: facebook.com/drjustinpaul