Developing substantive theories into formal theories via disruption

@article{Rosenbaum2019DevelopingST,
  title={Developing substantive theories into formal theories via disruption},
  author={Mark Scott Rosenbaum and Rebekah Russell–Bennett},
  journal={Journal of Services Marketing},
  year={2019}
}
Purpose The purpose of this paper is to encourage service researchers to engage in “theoretical disruption” by purposefully adding variance to existing substantive theories, and conceptual frameworks, to construct formal theories of buyer–seller marketplace behaviors. The authors put forth an original four-stage process that illustrates the way substantive theories may be developed into formal theories. Design/methodology/approach The authors provide their opinions regarding theoretical… 

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