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
TypeArticle
TitlePunctuated epistemology in international marketing strategy: a Whiteheadian remedy
AuthorsPoulis, 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.

KeywordsAdaptation; epistemology; international marketing; metaphysics; ontology; philosophy of science; process; standardisation
PublisherSAGE Publications
JournalMarketing Theory
ISSN1470-5931
Electronic1741-301X
Publication dates
Online07 Jan 2020
Print01 Sep 2020
Publication process dates
Deposited29 Nov 2019
Accepted09 Dec 2019
Output statusPublished
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 identifierWOS:000506761900001
LanguageEnglish
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