Abstract
This article presents an institutional, political economy paradigm in marketing as a complement to the presently prevailing microeconomic/marketing management concept. The latter framework provides insufficient tools for analyzing exchange structures and processes within and between organizations. Political economy is proposed as a more appropriate paradigm, as it focuses on authority and control patterns, conflict and conflict management procedures, and external and internal determinants of institutional change.
Keywords
Foundation (evidence)PoliticsComplement (music)Paradigm shiftControl (management)Political scienceMarketingPolitical economyBusinessEconomicsManagementEpistemologyLaw
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Publication Info
- Year
- 1983
- Type
- article
- Volume
- 47
- Issue
- 4
- Pages
- 44-54
- Citations
- 275
- Access
- Closed
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Cite This
Johan Arndt
(1983).
The Political Economy Paradigm: Foundation for Theory Building in Marketing.
Journal of Marketing
, 47
(4)
, 44-54.
https://doi.org/10.1177/002224298304700406
Identifiers
- DOI
- 10.1177/002224298304700406