Splashing in deep waters of theory: A commentary section on Sandberg and Alvesson’s (2020) “Meanings of theory”

Abstract

This section presents four commentaries to Sandberg and Alvesson’s (2020) “Meanings of theory,” an article that argues common definitions of theory are too restrictive. To contribute toward a more diverse and level playing field, Sandberg and Alvesson propose a typology of five “basic theory types.” The commentaries here consider their arguments in the light of marketing and consumer research.