Punctuated epistemology in international marketing strategy: a Whiteheadian remedy

Poulis, Konstantinos ORCID logoORCID: https://orcid.org/0000-0002-3355-9543 (2020) Punctuated epistemology in international marketing strategy: a Whiteheadian remedy. Marketing Theory, 20 (3) . pp. 363-384. ISSN 1470-5931 [Article] (doi:10.1177/1470593119897938)

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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.

Item Type: Article
Keywords (uncontrolled): Adaptation, epistemology, international marketing, metaphysics, ontology, philosophy of science, process, standardisation
Research Areas: A. > Business School
Item ID: 28451
Notes on copyright: 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
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Depositing User: Dr Konstantinos Poulis
Date Deposited: 29 Nov 2019 14:47
Last Modified: 10 Jun 2022 10:43
URI: https://eprints.mdx.ac.uk/id/eprint/28451

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