1 Yadav's (2010) analysis actually understates the importance of theoretical articles because, unquestionably, many of the articles classified as "empirical" in his study were subsequently cited because of the theory developed in the "front half" of the articles, not the empirical part in the "back half." That is many articles (e.g., Morgan and Hunt 1994) classified as "empirical" by Yadav (2010) are subsequently cited for their theories, not their empirics.Abstract All disciplines require both (1) the development of theories that explain and predict important phenomena and (2) empirical research that tests the theories. Purely conceptual/theoretical articles are central to theory development and are generally more influential than empirical articles. However, not all conceptual articles are equally successful. This article addresses the issue of why some theoretical articles are more successful than others. Using a highly successful theory in marketing, resource-advantage theory, as a case-example, this article develops five guides for authors seeking to develop successful theories: (1) focus theory development on important issues in macromarketing and/or micromarketing, (2) craft theories with high explanatory and predictive power, (3) respect other disciplines' literatures, (4) publish the theory in nonmarketing journals, and (5) explore the normative implications of the theory.