Received:

Anotacoes

Received: 13 January 2024 | Accepted: 31 May 2024 DOI: 10.1002/mar.22055 R E V I E W A R T I C L E Crafting conceptual proposition‐based contributions: The 7C framework Linda D. Hollebeek 1,2,3,4,5,6 | Rajendra K. Srivastava 7 | Moira K. Clark 8 | Sigitas Urbonavicius 2 | Weng Marc Lim 9,10,11 1 Department of Marketing Strategy and Innovation, Sunway University, Selangor, Malaysia 2 Department of Marketing, Vilnius University, Vilnius, Lithuania 3 Department of Business Administration, Tallinn University of Technology, Tallinn, Estonia 4 Department of Business Administration, Umea University, Umeå, Sweden 5 Department of Business Administration, Lund University, Lund, Sweden 6 Department of Marketing Management, University of Johannesburg, Johannesburg, South Africa 7 Centre for Business Innovation, Indian School of Business, Hyderabad, India 8 Henley Business School, University of Reading, Reading, UK 9 Sunway Business School, Sunway University, Selangor, Malaysia 10 School of Business, Law and Entrepreneurship, Swinburne University of Technology, Victoria, Australia 11 Faculty of Business, Design and Arts, Swinburne University of Technology, Sarawak, Malaysia Correspondence Linda...