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Definition of Theory-in-use model

Theory-in-use model Definition from Business & Finance Dictionaries & Glossaries
MONASH Marketing Dictionary
a decision-making tool employing previous learning and experience; theory-in-use models incorporate statements such as "if action X is taken, then result Y will occur".
2004 (c) Copyright & Reprint Courtesy of the Dept. of Marketing, Faculty of Business and Economics, Monash University; edited by Mr. Don Bradmore.