The Political Economy Paradigm: Foundation for Theory Building in Marketing
- 1 September 1983
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing
- Vol. 47 (4) , 44-54
- https://doi.org/10.1177/002224298304700406
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
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