Abstract
The author develops a theory of competitive rationality that proposes a firm's success depends on the imperfect procedural rationality of its marketing planners. Theories of economic psychology and information economics are integrated with the Austrian economic school of thought and with marketing management concepts and scholarship. Implications for managers and scholars are discussed.
Keywords
RationalityScholarshipBounded rationalityImperfectPerfect informationPositive economicsEconomicsEcological rationalitySociologyMarketingNeoclassical economicsMicroeconomicsEpistemologyBusinessPhilosophy
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Publication Info
- Year
- 1992
- Type
- article
- Volume
- 56
- Issue
- 1
- Pages
- 69-83
- Citations
- 663
- Access
- Closed
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Cite This
Peter R. Dickson
(1992).
Toward a General Theory of Competitive Rationality.
Journal of Marketing
, 56
(1)
, 69-83.
https://doi.org/10.1177/002224299205600107
Identifiers
- DOI
- 10.1177/002224299205600107