Beacons to conceptual impact

Exploring and articulating novel marketing concepts are essential for developing new marketing theories. Conceptual papers enhance the marketing field by reviewing current knowledge, identifying inconsistencies, highlighting gaps, offering insights, and proposing future research agendas. We investigate how scholars can transform conceptual ideas into robust articles by providing a guide for marketing researchers with five key strategies or beacons for overcoming challenges in conceptual writing. This year, winners of the 2024 AMS Review–Sheth Foundation Doctoral Competition for Conceptual Articles (DoCCA) are presented.