Blinded by Science: An Entrepreneurial Marketing Perspective of Understanding

Abstract

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.

Citation

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. https://doi.org/10.1108/14715200080001548