Exploring paradox in marketing: managing ambiguity towards synthesis
Journal of Business & Industrial Marketing
ISSN: 0885-8624
Article publication date: 1 February 2008
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.
Keywords
Citation
O'Driscoll, A. (2008), "Exploring paradox in marketing: managing ambiguity towards synthesis", Journal of Business & Industrial Marketing, Vol. 23 No. 2, pp. 95-104. https://doi.org/10.1108/08858620810850209
Publisher
:Emerald Group Publishing Limited
Copyright © 2008, Emerald Group Publishing Limited