To read the full version of this content please select one of the options below:

Theorizing with managers: Nenonen et al. are right on!

Ajay K. Kohli (Georgia Institute of Technology, Atlanta, Georgia, USA)

European Journal of Marketing

ISSN: 0309-0566

Article publication date: 11 July 2017

Downloads
839

Abstract

Purpose

The purpose of this paper is to reflect and comment upon Nenonen et al.’s paper on theorizing with managers.

Design/methodology/approach

The paper is a personal comment and reflection.

Findings

The author finds much to support in Nenonen et al.’s work, although also some areas where future work could build on it further.

Originality/value

This commentary extends Nenonen et al.’s work.

Keywords

Citation

Kohli, A.K. (2017), "Theorizing with managers: Nenonen et al. are right on!", European Journal of Marketing, Vol. 51 No. 7/8, pp. 1161-1162. https://doi.org/10.1108/EJM-03-2017-0173

Publisher

:

Emerald Publishing Limited

Copyright © 2017, Emerald Publishing Limited