Understanding, applying, and evaluating theory requires diligent research and critical thinking to expand and improve on existing research. Review the research on theory and hypothesis development.
For this assignment, develop a report for the senior leadership of a company in the industry you have focused on in the course. Compose a paper that formulates insights into the application of a services marketing theory or framework and any additional elements that you have identified that require more clarification. Your paper should detail the application of the chosen theory or framework and three to four research questions to study related to the challenges you anticipate the company will face. The research questions are the questions that the organization must answer to successfully apply the theory or framework. Be sure to include a focus on the research you have discovered to answer these questions. The articles included in your required readings should also be used for support.
Support your paper with a minimum of 5 scholarly resources, at least two of which that have been published in the least five years. In addition to these specified resources, other appropriate scholarly resources, including older articles, may be included.
Length: 5-7 pages, not including title and reference pages
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