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A Twenty-First Century Guide to Aldersonian Marketing ThoughtAn Alternative Paradigm for Marketing Theory

A Twenty-First Century Guide to Aldersonian Marketing Thought: An Alternative Paradigm for... Chapter 28 AN ALTERNATIVE PARADIGM FOR MARKETING THEORY D. F. Dixon I. F. Wilkinson Marketing theory experienced a scientific “crisis” over thirty years ago, and a new paradigm emerged in the form of “functionalism”. However, current work in marketing, or “normal science”: reflects an older paradigm. A research agenda rooted in the alternative functionalist paradigm is suggested. 1. Kuhn’s Paradigm Concept A paradigm is an accepted model or pattern which underlies “normal sci- ence”, that is, research based upon past scientific achievements “that some particular scientific community acknowledges for a time as supplying the foun- dation for its further practice”. This pattern is reported in textbooks, and the “legitimate problems and methods” of research are defined for succeeding gen- erations (Kuhn, 1962, p. 10). Students study the accepted paradigm to prepare for membership in their discipline, and “subsequent practice will seldom evoke overt disagreement over fundamentals” (Kuhn, 1962, p. 11). Consequently, “normal science” is characterized by “mopping-up operations”, and it is this “mop-up” work which engages most scientists throughout their careers (Kuhn, 1962, p. 24). Normal science attempts to bring theory and fact into closer agreement, but there are always some discrepancies. Normal science typically perceives such discrepancies as http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png

A Twenty-First Century Guide to Aldersonian Marketing ThoughtAn Alternative Paradigm for Marketing Theory

Editors: Wooliscroft, Ben; Tamilia, Robert D.; Shapiro, Stanley J.
Dixon, D. F.; Wilkinson, I. F.
A Twenty-First Century Guide to Aldersonian Marketing Thought — Jan 1, 2006
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Publisher
Springer US
Copyright
© Springer Science+Business Media, Inc. 2006
ISBN
978-0-387-26175-1
Pages
365 –378
DOI
10.1007/0-387-28181-9_28
Publisher site
See Chapter on Publisher Site

Abstract

Chapter 28 AN ALTERNATIVE PARADIGM FOR MARKETING THEORY D. F. Dixon I. F. Wilkinson Marketing theory experienced a scientific “crisis” over thirty years ago, and a new paradigm emerged in the form of “functionalism”. However, current work in marketing, or “normal science”: reflects an older paradigm. A research agenda rooted in the alternative functionalist paradigm is suggested. 1. Kuhn’s Paradigm Concept A paradigm is an accepted model or pattern which underlies “normal sci- ence”, that is, research based upon past scientific achievements “that some particular scientific community acknowledges for a time as supplying the foun- dation for its further practice”. This pattern is reported in textbooks, and the “legitimate problems and methods” of research are defined for succeeding gen- erations (Kuhn, 1962, p. 10). Students study the accepted paradigm to prepare for membership in their discipline, and “subsequent practice will seldom evoke overt disagreement over fundamentals” (Kuhn, 1962, p. 11). Consequently, “normal science” is characterized by “mopping-up operations”, and it is this “mop-up” work which engages most scientists throughout their careers (Kuhn, 1962, p. 24). Normal science attempts to bring theory and fact into closer agreement, but there are always some discrepancies. Normal science typically perceives such discrepancies as

Published: Jan 1, 2006

Keywords: Market System; Market Transaction; Normal Science; Market Theory; Primary Organisation

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