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Reconcilation of the Dichotomies in Marketing Theory and Practice

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  • Koshy, Abraham
  • Dang Jha Priya

Abstract

Although marketing researchers have aimed to discover theories in marketing, the level of theory development within the discipline is low. The paper reviews the knowledge development practices in marketing to identify a set of dichotomies that constrain theory development in the field. These dichotomies include (i) Dichotomy between positivist and relativist research paradigm, (ii) Dischotomy between theory testing and creation and (iii) Dichotomy between academics and practice. The paper then proposes means of reconciling these dichotomies so as to accelerate the level of theory development within the discipline.

Suggested Citation

  • Koshy, Abraham & Dang Jha Priya, 2003. "Reconcilation of the Dichotomies in Marketing Theory and Practice," IIMA Working Papers WP2003-09-01, Indian Institute of Management Ahmedabad, Research and Publication Department.
    • Handle: RePEc:iim:iimawp:wp01772
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    References listed on IDEAS

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    1. Hudson, Laurel Anderson & Ozanne, Julie L, 1988. "Alternative Ways of Seeking Knowledge in Consumer Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 14(4), pages 508-521, March.
    2. Anderson, Paul F, 1986. "On Method in Consumer Research: A Critical Relativist Perspective," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 13(2), pages 155-173, September.
    3. Frank M. Bass & Jerry Wind, 1995. "Introduction to the Special Issue: Empirical Generalizations in Marketing," Marketing Science, INFORMS, vol. 14(3_supplem), pages 1-5.
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