If you need an accessible version of this item please contact JSTOR User Support

The Political Economy Paradigm: Foundation for Theory Building in Marketing

Johan Arndt
Journal of Marketing
Vol. 47, No. 4 (Autumn, 1983), pp. 44-54
DOI: 10.2307/1251398
Stable URL: http://www.jstor.org/stable/1251398
Page Count: 11
  • Download PDF
  • Cite this Item

You are not currently logged in.

Access your personal account or get JSTOR access through your library or other institution:

login

Log in to your personal account or through your institution.

If you need an accessible version of this item please contact JSTOR User Support
The Political Economy Paradigm: Foundation for Theory Building in Marketing
Preview not available

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.

Page Thumbnails

  • Thumbnail: Page 
44
    44
  • Thumbnail: Page 
45
    45
  • Thumbnail: Page 
46
    46
  • Thumbnail: Page 
47
    47
  • Thumbnail: Page 
48
    48
  • Thumbnail: Page 
49
    49
  • Thumbnail: Page 
50
    50
  • Thumbnail: Page 
51
    51
  • Thumbnail: Page 
52
    52
  • Thumbnail: Page 
53
    53
  • Thumbnail: Page 
54
    54