Punctuated epistemology in international marketing strategy: a Whiteheadian remedy

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.

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