Aim of this contribution is to discuss the evolution of marketing questioning whether it is approaching a paradigm change. Starting from the Kuhn’s definition of scientific paradigm, we adopt the Viable Systems Approach as a general methodology based on systems thinking and the structure-system dualism as an interpretation key to distinguish between a structure-based and a systems-based view. On the basis of this dual perspective we investigate recent marketing theoretical and practical proposals devising a general framework where their scientific positioning becomes apparent. Our findings highlight that the marketing evolutionary pathway has accomplished several phase passages characterized by progressive perspective changes, marked by shifts of focus from goods, to relations, to interaction and tracing a possible convergence towards a service-based systems view of the market exchange. This evolution underlines the need for a systems view capable of strengthening the understanding of the emerging features of a business changing scenario. In this respect, we believe that the implicit common roots in systems thinking of many marketing research communities are not yet exploited enough; hence, this research gap could be covered through their collaboration in building a shared systems based marketing framework.
|Titolo:||Perspective Shifts in Marketing: Toward a Paradigm Change?|
SAVIANO, MariaLuisa (Corresponding)
|Data di pubblicazione:||2012|
|Appare nelle tipologie:||1.1.2 Articolo su rivista con ISSN|