Abstract
PurposeThe objective of this paper is to explain the conceptual framework of paradox.Design/methodology/approachThe paper adopts a theoretical approach. It outlines marketing's current and limited interest in the notion of paradox and highlights the difference between a classic paradox, the tension between transactional and relational marketing, and the Contemporary Marketing Practice (CMP) research program.FindingsA future research agenda for paradox and marketing is speculated on, addressing issues such as likely domains for exploration, methodology, as well as the type of organizational structures and marketing leadership required. Finally, there is reflection on how paradox engineers a strong bridge between theory and practice.Originality/valueThe paper reveals useful information on paradox and marketing.
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