This paper discusses the importance of methodological considerations in designing conceptual articles, which are crucial for theory building in marketing academia. The author highlights four potential templates for conceptual papers: Theory Synthesis, Theory Adaptation, Typology, and Model. Each template is explained in terms of its aims, approach to theory use, and contribution potential. The paper emphasizes the need for a clear research design and justified choices of theories and concepts. It also provides illustrative examples to codify tacit knowledge and guide researchers, reviewers, and supervisors in the development and evaluation of conceptual research. The ultimate goal is to encourage a systematic approach to conceptual paper design, ensuring analytical rigor and enhancing the quality of theory building in marketing.This paper discusses the importance of methodological considerations in designing conceptual articles, which are crucial for theory building in marketing academia. The author highlights four potential templates for conceptual papers: Theory Synthesis, Theory Adaptation, Typology, and Model. Each template is explained in terms of its aims, approach to theory use, and contribution potential. The paper emphasizes the need for a clear research design and justified choices of theories and concepts. It also provides illustrative examples to codify tacit knowledge and guide researchers, reviewers, and supervisors in the development and evaluation of conceptual research. The ultimate goal is to encourage a systematic approach to conceptual paper design, ensuring analytical rigor and enhancing the quality of theory building in marketing.