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...

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Bibliographic Details
Published in:Marketing theory 2020-09, Vol.20 (3), p.363-384
Main Author: Poulis, Konstantinos
Format: Article
Language:English
Subjects:
Epistemology
Market strategy
Marketing
Ontology
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Summary: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.
ISSN:1470-5931
1741-301X
DOI:10.1177/1470593119897938