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Musings on interesting and impactful theory and research.

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    • Abstract:
      The author responds to the editorial "Interesting and Impactful Research: On Phenomena, Theory, and Writing" by G. J. Tellis in an earlier issue of the journal, which discussed the impact of marketing research. Topics include the explanatory nature of theories, the relation of facts to theory, and the relation of theory to academic research and refutations.