The Wroe river: The canyon carved by Alderson

Purpose - To review and provide a new perspective on how Wroe Alderson contributed to marketing theory, and rekindle interest in his lines of research and the further development of marketing theory. Design/methodology/approach - A metaphor is woven into the paper to provide a new way of thinking about Alderson and his work. This provides an alternative to the more traditional analyses and comparison of Alderson's work that suggests new linkages and ways of looking at his theories, constructs and concepts. Findings - Alderson was a creative, hard working, practical marketing theorist with a drive to develop a theory of marketing. He challenged underlying assumptions of marketing, and set the discipline on a new course. Alderson himself worked on a general theory of marketing, and also inspired others to work on marketing theories. His approach and ideas still have value to today's marketing scholars. Practical implications - Marketing scholars will benefit by taking up Alderson's work where he left off, as well as integrating the research completed since his death with his theory of marketing. Originality/value - This paper uses a unique method to look at one of the key influencers of marketing; a metaphor encourages one to look at how Alderson was able to significantly impact the field of marketing, and suggests that there is still value in his work to today's marketing scholars. It also evokes ways that marketing theory can be further developed.