Paradigmapping marketing theory

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. Introduction In this paper we review the notion of paradigms within marketing and other social science disciplines. Paradigms are explored in terms of what they have been able to tell us and to what extent they have been a blessing or a curse. We review Kuhn’s (1962) original conception and comment upon the seminal contributions of Arndt (1985). We subsequently develop an alternative, which we have termed paradigmapping. This is developed from the notion of Frijof Capra inTheWeb of Life (1997) positing the world can only be understood by accommodation of three essential criteria of living systems simultaneously. Paradigmapping is a concept that we have developed to facilitate a new understanding of the manner in which paradigms can be reframed in marketing discourse. We attempt a construction of a “paradigmap” of selected contributions to marketing and consumption theory. On key debates over paradigms and incommensurability, paradigmapping not only helps to clarify what has transpired in marketing discourse thus far, but also it offers a new path to transcending potentially damaging binary arguments. We argue that we might wish to initiate a discourse not anchored in a pretext of rationality, as it has in the past, but anchored in values and a morally concerned scepticism. This is a relativist position where we clearly wish to argue the case for considering marketing’s potential as a moral art rather than the amoral science it has become. Paradigms Kuhn (1962) had argued that the history of science has been one in which one dominant theory has served as the prevailing paradigm. Lines of inquiry into problems were provided by this paradigm until their limitations became apparent and a new theory The Emerald Research Register for this journal is available at The current issue and full text archive of this journal is available at www.emeraldinsight.com/researchregister www.emeraldinsight.com/0309-0566.htm Paradigmapping marketing theory