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• W67667495 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." @default.
• W67667495 created "2016-06-24" @default.
• W67667495 creator A5006761188 @default.
• W67667495 date "2008-01-01" @default.
• W67667495 modified "2023-09-23" @default.
• W67667495 title "Exploring Paradox in Marketing Strategy: Managing Ambiguity Towards Synthesis" @default.
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• W67667495 doi "https://doi.org/10.21427/d7649v" @default.
• W67667495 hasPublicationYear "2008" @default.
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