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The Political Economy Paradigm: Foundation for Theory Building in Marketing
Journal of Marketing
Vol. 47, No. 4 (Autumn, 1983), pp. 44-54
Published by: American Marketing Association
Stable URL: http://www.jstor.org/stable/1251398
Page Count: 11
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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.
Journal of Marketing © 1983 American Marketing Association