Beyond incommensurability? Empirical expansion on diversity in research

Purpose This paper is a practical attempt to contribute to the ongoing reappraisal of the dichotomies and categories that have become prevalent throughout marketing research. Design/methodology/approach The paper reviews current literature on incommensurability and undertakes a comparative re‐examination of two studies. Findings How the authors view their research is constituted in retrospective terms through a marketing and consumption logic...