Punctuated epistemology in international marketing strategy: A Whiteheadian remedy
Abstract
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...
Paper Details
Title
Punctuated epistemology in international marketing strategy: A Whiteheadian remedy
Published Date
Jan 7, 2020
Journal
Volume
20
Issue
3
Pages
363 - 384
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