The paper reviews the knowledge development practices in marketing to identify a set of dichotomies that constrain theory development in the field. These dichotomies include (i) Dichotomy between positivist and relativist research paradigm, (ii) Dischotomy between theory testing and creation and (iii) Dichotomy between academics and practice.
Reconcilation of the Dichotomies in Marketing Theory and Practice
- Thread starter bomb
- Start date