This paper discusses four approaches to designing conceptual articles in marketing: Theory Synthesis, Theory Adaptation, Typology, and Model. It emphasizes the importance of methodological considerations in conceptual papers, arguing that they must be grounded in a clear research design and that the choice of theories and their role in the analysis must be explicated and justified. The paper outlines the aims, approaches, and contribution potential of each of these four templates. It also highlights the need for analytical rigor in conceptual research, which is essential for high-quality theorizing. The paper argues that conceptual papers should not merely be descriptive literature reviews but should provide new insights and contribute to the understanding of concepts or phenomena. It discusses the role of different theories and concepts in the analysis, the importance of explicating the role of each element in the paper, and the need for a clear structure to facilitate the chain of argumentation. The paper also addresses the challenges of writing conceptual papers and the importance of careful consideration of research design when developing conceptual research. The four types of conceptual papers discussed are Theory Synthesis, Theory Adaptation, Typology, and Model, each with its own aims, methods of theory use, and potential contributions. The paper concludes that conceptual papers can advance extant knowledge in various ways and should be taken seriously as a means of breaking new ground rather than just taking stock.This paper discusses four approaches to designing conceptual articles in marketing: Theory Synthesis, Theory Adaptation, Typology, and Model. It emphasizes the importance of methodological considerations in conceptual papers, arguing that they must be grounded in a clear research design and that the choice of theories and their role in the analysis must be explicated and justified. The paper outlines the aims, approaches, and contribution potential of each of these four templates. It also highlights the need for analytical rigor in conceptual research, which is essential for high-quality theorizing. The paper argues that conceptual papers should not merely be descriptive literature reviews but should provide new insights and contribute to the understanding of concepts or phenomena. It discusses the role of different theories and concepts in the analysis, the importance of explicating the role of each element in the paper, and the need for a clear structure to facilitate the chain of argumentation. The paper also addresses the challenges of writing conceptual papers and the importance of careful consideration of research design when developing conceptual research. The four types of conceptual papers discussed are Theory Synthesis, Theory Adaptation, Typology, and Model, each with its own aims, methods of theory use, and potential contributions. The paper concludes that conceptual papers can advance extant knowledge in various ways and should be taken seriously as a means of breaking new ground rather than just taking stock.