Exploring paradox in marketing: managing ambiguity towards synthesis

Aidan O’Driscoll

52 citations0/0 files storedJournal of Business and Industrial Marketing

No readable copy stored yet — this record is metadata only.

No open-access location is known for this record yet.

Literature note Cite in a project Citation map

Management and Organizational Studies Marketing and Advertising Strategies Innovation and Knowledge Management

Abstract

Purpose The objective of this paper is to explain the conceptual framework of paradox. Design/methodology/approach The paper adopts a theoretical approach. It outlines marketing's current and limited interest in the notion of paradox and highlights the difference between a classic paradox, the tension between transactional and relational marketing, and the Contemporary Marketing Practice (CMP) research program. Findings A future research agenda for paradox and marketing is speculated on, addressing issues such as likely domains for exploration, methodology, as well as the type of organizational structures and marketing leadership required. Finally, there is reflection on how paradox engineers a strong bridge between theory and practice. Originality/value The paper reveals useful information on paradox and marketing.

Paper brief

Loading…

Cite this work

Citation unavailable for this work.

BibTeX RIS CSL-JSON

No public copy is stored for this record, so only the metadata is cited.

Citations in this library

Citation map →

Stored only when both papers are in the corpus — 52 citations exist upstream.

References

1963The Structure of Scientific Revolutions 2003Evolving to a New Dominant Logic for Marketing 1998Consumers and Their Brands: Developing Relationship Theory in Consumer Research 1995Explaining Development and Change in Organizations 1986The Reflective Practitioner: How Professionals Think in Action 1996DISTINGUISHING THE EFFECTS OF FUNCTIONAL AND DYSFUNCTIONAL CONFLICT ON STRATEGIC DECISION MAKING: RESOLVING A PARADOX FOR TOP MANAGEMENT TEAMS.2000Exploring Paradox: Toward a More Comprehensive Guide 1995Liberatory Postmodernism and the Reenchantment of Consumption

Cited by

2015Applying the principles of Yin–Yang to market dynamics 2013Revisiting the complexities of corporate branding: Issues, paradoxes, solutions 2021Strategic orientations, marketing capabilities and innovativeness: an adaptive approach 2009Evolving B2B e‐commerce adaptation for SME suppliers 2020Navigating the tensions in environmental innovation: a paradox perspective

Explore the map →

Papers that cite the same references — the relational fallback while embeddings are still backfilling.

Imported from OpenAlex (CC0) — nothing here is generated.