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jim-theory-development

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Use when building or repairing the conceptual framework of a Journal of International Marketing (JIM) manuscript — theorizing why effects differ across countries, choosing cultural/institutional lenses, and drafting cross-national hypotheses. It builds the mechanism; jim-literature-positioning stakes the claim against prior work.

Journal-of-International-Marketing-Skills/skills/jim-theory-development/SKILL.md

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# Cross-National Theory Development (jim-theory-development)

## When to trigger

- Hypotheses exist but the "because" clause is missing for every country difference
- Culture is mentioned only in the discussion section, explaining results after the fact
- The framework is a domestic theory with country dummies bolted on
- Reviewers (or coauthors) ask "why would this differ across borders at all?"

## The bar: country differences must be predicted, not discovered

JIM reviewers read the front end asking one question: *did the authors theorize the cross-national variation before seeing it?* Culture invoked post hoc — "the effect was weaker in Japan, perhaps because of collectivism" — is the single most cited theory failure in JIM rejections. The fix is architectural, not cosmetic: pick the country-level construct first, derive directional predictions from it, and let the data confirm or refute.

## Choose the country-level lens deliberately
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