Docstoc

Brodie Pels and Saren - abstract - Investigating multiple marketing practices

Document Sample
Brodie Pels and Saren - abstract - Investigating multiple marketing practices Powered By Docstoc
					                             Abstract of Paper for the
          12th International Colloquium on Relationship Marketing
                          Waikato Management School
                                    December 2004

INVESTIGATING MULTIPLE MARKETING PRACTICES: EXPLORING THE
                     ROLE OF PARADIGMS AND PLURALISM.


Presenting Author
Roderick J. Brodie
 School of Business and Economics
 The University of Auckland
 Private Bag 92019
 Auckland, New Zealand
Phone: (649) 373-7599 (ext 7523)
e-mail: r.brodie@auckland.ac.nz

Co-authors:
Jaqueline Pels
 Universidad Torcuato Di Tella
 Miñones 2159 (1428)
 Buenos Aires, Argentina
Phone: (54-11) 4784-0080
e-mail: jaquie@mail.retina.ar



Michael Saren
 University of Leicester
 Management Centre
 Ken Edwards Building
University Road
Leicester LE1 7RH
England
Phone: 44 (0) 116 252 2522
e-mail: majs1@le..ac.uk
        Investigating Multiple Marketing Practices: Exploring the Role of Paradigms


Abstract


In 1997 a classification scheme of marketing practice was developed by Coviello et al (1997) to
investigate the changing nature of marketing across industries and countries. The framework was
derived from the transactional marketing literature which was largely North American based, and
the relational marketing literature in which was largely European based. The development of this
framework has lead to a stream of research that is now referred to as the Contemporary Marketing
Practice (CMP) programme and in the last seven years considerable empirical research has been
undertaken in both advanced and transition economies. It now involves a core group of
researchers in New Zealand, Canada, the US, the UK and Argentina, and the broader network has
grown to include researchers in countries such as Sweden, Finland, Belgium, Germany, Ireland,
Spain, Russia, Thailand, Malaysia, and Ghana. This research revealed a high level of similarity
in the practises between countries with the predominance of multiple marketing practices rather
than firms focusing on either transactional or relational marketing.


This paper explores the two aspects the pluralistic philosophy that has guided the CMP research
programme.
       First, the pluralism of theoretical paradigms. - What is of particular interest is that the
        CMP approach is based on what have been seen as competing paradigms about the nature
        of marketing practice (transaction versus relationship marketing). The CMP studies show
        multiple opposite yet co-existing marketing practices.
       Second, the pluralism of methodological paradigms. We argue that, though both the
        positivist and the interpretativist research paradigms will capture the multiplicity of
        marketing practices that are taking place, neither, if taken individually, is capable of
        explaining it.


In our paper we elaborate how CMP research programme has been benefited from a multi-
paradigm position and argue the philosophical problem of paradigmatic incommensurability is
overstated.




                                                 2

				
DOCUMENT INFO
Shared By:
Categories:
Tags:
Stats:
views:5
posted:12/19/2011
language:English
pages:2