Paradigmapping marketing theory

Sid Lowe, Adrian Carr, Michael Thomas

    Research output: Contribution to journalArticle

    17 Citations (Scopus)

    Abstract

    Paradigms are sets of prior assumptions that configure ways of seeing. This article employs a notion taken from Web of Life to map how paradigms in marketing have proliferated according to their juxtaposition within three criteria, namely structure, pattern and process. The exercise, termed “paradigmapping”, provides a useful picture of the relative positioning of selected contributions to the field. This positions each contribution according to its imposed relation to these three criteria. Each contribution involves preoccupation with one of the criteria, tolerance of a second and denigration of a third. The implications of this are explored.
    Original languageEnglish
    JournalEuropean Journal of Marketing Theory
    Publication statusPublished - 2004

    Keywords

    • knowledge, theories of
    • marketing theory
    • paradigms

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