Abstract
PurposeThis paper aims to highlight the value of adopting a middle‐range theory approach in conceptualizing and investigating marketing practices.Design/methodology/approachBuilding on the work of Merton, the paper discusses O'Driscoll's article on the role of paradoxes (both theoretical as well as methodological paradoxes).FindingsThe paper argues that it is important to rescue and stress the benefits that adopting a multi‐paradigmatic view has in providing a better understanding of current marketing practices.Originality/valueThis position allows one both to avoid the incommensurability “trap” of being “boxed” into the explanatory dimensions of the chosen paradigm and to develop a richer holistic view. The discussion is grounded on the Contemporary Marketing Practices (CMP) research project.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
