Paradigmapping and Management as a Moral Art: Clearing a Path through the Incommensurability Debate in Organisation and Management Studies
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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 ...
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