Conceptual-only papers: Learning from the masters

While there have been many wonderful articles on conceptual contributions, I sought insight from a sample of Masters in conceptual writing to unravel some of the common elements of long-lasting impact. Investigating the top 13 most cited conceptual-only articles in marketing, the common elements include: clear and compelling problem statements or premises; the articulation of concept definitions adopted; (where relevant) a conceptual framework or model with novel associations translated into propositions; significant practical implications that managers, practitioners, educators, consumer activists and/or policymakers care about; and potential lines of future research enquiries. Further, visuals, tables, and relatable examples are liberally used to assist the reader in seeing and understanding the abstract ideas put forward.