Systematic Theory Mapping: Deciphering Causal Complexity of Brand Externalities

Abstract

This paper presents Systematic Theory Mapping (STM), a comprehensive and systematic method, as the first step toward defining and dealing with complex and wicked problems. Social systems exhibit a messy, multifaceted, and multi-level composite of problems characterized by causal complexities and non-linear interactions of numerous contributing variables. Exploring such a wicked composite of problems for causal explanations and theory building through reductionist empiricism is unrealistic, expensive, and futile. Systems thinking is required to understand the configurations driving wicked problems and navigate their causal complexities. We construed brand externalities as a wicked problem and provided an illustrative example for STM. A systematic narrative review is used to amalgamate diverse stakeholder perspectives and capture the structures and processes that generate brand externalities. System dynamics, employing a causal loop diagram, is used to organize the findings and develop a causal theory of brand externalities. The proposed method can help scholars, managers, and policymakers better define complex managerial and social problems and identify the likely consequences of their actions.

Introduction to the Special Issue on Developing Research Methods and Metrics in Macromarketing

“…Indeed, as we hoped, authorship was not derived solely from macromarketers, and included authors from a variety of disciplinary backgrounds including pharmaceutical marketing to engineering and physics. Padela, Wooliscroft, and Ganglmair-Wooliscroft (2023) propose the Systematic Theory Mapping (STM) method as a way to deal with the complexity of social systems. This systematic approach to qualitative data allows visualizing and grasping the multi-level configuration of variables and topics affecting wicked problems directly and indirectly.…”

“…Padela, Wooliscroft, and Ganglmair-Wooliscroft (2023) propose the Systematic Theory Mapping (STM) method as a way to deal with the complexity of social systems. This systematic approach to qualitative data allows visualizing and grasping the multi-level configuration of variables and topics affecting wicked problems directly and indirectly.…”