Carlile, Paul R., and Clayton M. Christensen. "The Cycles of Theory Building in Management Research." Harvard Business School Working Paper, No. 05-057, February 2005.

It seems to me that was a response to my proposal for Filipinos to invest more time in theory- and concept-building, and not simply apply frameworks by foreign linguists to local data. Yes ...

Zaltman, G., Valarie A. Zeithaml, Bernard Jaworski, Ajay K. Kohli, Kapil R. Tuli, and Wolfgang Ulaga. "A Theories-in-Use Approach to Building Marketing Theory ...