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Blinded by Science: An Entrepreneurial Marketing Perspective of Understanding

Robert M. Peterson (Dr. Robert B. Pamplin, Jr. School of Business, University of Portland, Portland, Oregon, USA)

Journal of Research in Marketing and Entrepreneurship

ISSN: 1471-5201

Article publication date: 1 October 2000



Science has become a powerful tool for examining our bodies, our environment, and our universe. In fact, we have adopted science as the technique of choice for examining most phenomena. The intent of this manuscript is to critique the role of science as it pertains to investigating social phenomena, i.e. entrepreneurship, and offer a highly unique twist on the discourse. An overview of historical scientific results leads into the introduction of a Social Periodic Table. The conclusion is that science is quite often the improper tool to use in order to capture the essence of entrepreneurial phenomena. Some suggestions are offered for future research perspectives. The paper does not rehash the science debate from the 1980s marketing literature.



Peterson, R.M. (2000), "Blinded by Science: An Entrepreneurial Marketing Perspective of Understanding", Journal of Research in Marketing and Entrepreneurship, Vol. 2 No. 3, pp. 235-248.




Copyright © 2000, MCB UP Limited

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