Punctuated epistemology in international marketing strategy: a Whiteheadian remedy
Article
Poulis, K. 2020. Punctuated epistemology in international marketing strategy: a Whiteheadian remedy. Marketing Theory. 20 (3), pp. 363-384. https://doi.org/10.1177/1470593119897938
Type | Article |
---|---|
Title | Punctuated epistemology in international marketing strategy: a Whiteheadian remedy |
Authors | Poulis, K. |
Abstract | In this conceptual paper, I explicate the ‘punctuated epistemology’ that prevails in international marketing strategy (IMS) and I challenge the assumptions of a requisite punctuated ontology that is implied and nurtured by these epistemological commitments. I frame these assumptions under the terms “monochronic” and “monolithic” and articulate them through a paradigmatic case in point: the standardization versus adaptation debate. In turn, I argue that theorizing in international marketing can be enhanced through the adoption of another ontological stance. Specifically, inspired by the work of Alfred N. Whitehead, I propose an alternative commitment to a process ontology that takes account of ephemerality and mutual conditioning. By advancing the incorporation of metaphysics in international marketing research, I contribute in two broad ways: I promote a relationally embedded and time-sensitive understanding of IMS and highlight the value of philosophical considerations for theorizing purposes in our field. |
Keywords | Adaptation; epistemology; international marketing; metaphysics; ontology; philosophy of science; process; standardisation |
Publisher | SAGE Publications |
Journal | Marketing Theory |
ISSN | 1470-5931 |
Electronic | 1741-301X |
Publication dates | |
Online | 07 Jan 2020 |
01 Sep 2020 | |
Publication process dates | |
Deposited | 29 Nov 2019 |
Accepted | 09 Dec 2019 |
Output status | Published |
Accepted author manuscript | |
Copyright Statement | Konstantinos Poulis, Punctuated epistemology in international marketing strategy: A Whiteheadian remedy, Marketing Theory. 2020; 20(3):363-38. Copyright © 2020 (The Author(s). DOI: 10.1177/1470593119897938 |
Digital Object Identifier (DOI) | https://doi.org/10.1177/1470593119897938 |
Web of Science identifier | WOS:000506761900001 |
Language | English |
https://repository.mdx.ac.uk/item/88q51
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