|Title: THE ROLE OF MARKETING IN THE RETAIL INDUSTRY IN INDONESIA: LINKS TO THE PREMISE OF R-A THEORY
Dondy Rinaldo, Ezra Amazia Christian and Wilhelmus Hary Susilo*
The assumptions of R-A theory can support the results of gap research based on gap theory and reveal the real problems of complex and sustainable industrial organization. The role of a marketing scientist who conducts marketing research based on theory is good scientific research, can contribute to the development of marketing science, and contribute to major theories. Therefore, the purpose of this study is to provide ideas and how to find strong theoretical gaps based on R-A theory. This research approach is based on an in-depth idea study with an inductively based qualitative approach and scientific reference research. The researchers hope that the results of this study will make a very meaningful contribution to the exploration of research ideas based on strong scientific premises.
|Keywords: Premise, RAT, sustainable retail-industrial organization.