Problem shifts and market research: The role of networks in business relationships

Abstract

This article discusses changes in approach to the study of business relationships, and sees the paradigm concept as constituting an inadequate basis for describing gradually evolving changes in the perception of business. The frequent references to paradigms appear to focus more on state aspects than on change aspects of theory building. The article attempts to trace some of the changes in the perception of markets preceding the emergence of network theories, and relates the presence of an interactional approach to business studies to the concept of problem shifts (Lakatos). The development of interactional approaches in marketing is seen as representing a shift away from theory building commonly found in economics and organizational theory. Changes in the approach to the study of business relationships are interpreted as theoretical or empirical problem shifts, and are thus related to the a priori and a posteriori relevance of the continual evolution of alternative business theories. The article explores some of the epistemological relevance of the network theories to the study of market relationships, and the potential impact on continual changes in approach to the study of markets.