Beyond Positivism: Investigating Paradigm Diversity in Marketing Studies

Nguyen P.B. Chau, Mai Uno, Kyoko Fukukawa, Yaxin Zhao and Shunta Rokushima

Hitotsubashi Journal of commerce and management, 2025, vol. 59, issue 1, 1-18

Abstract: Having diverse paradigms is crucial for intellectual development, especially in social sciences such as marketing, in which different perspectives are necessary to comprehend complex social phenomena. Editorials in leading marketing journals show a stance of promoting paradigm diversity; however, a content analysis conducted on papers published in the top eight journals revealed that research based on paradigms other than positivism is still in the minority. To promote multi-perspective intellectual contributions, the study suggests creating socialization opportunities among disciplines, designing doctoral programs that expose students to various paradigms, diversifying faculty, and publicly acknowledging research based on non-dominant paradigms.

JEL-codes: A23 B40 I23 M31 (search for similar items in EconPapers)
Date: 2025
References: Add references at CitEc
Citations:

Downloads: (external link)
https://hit-u.repo.nii.ac.jp/record/2061103/files/HJcom0590100010.pdf

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:hit:hitjcm:v:59:y:2025:i:1:p:1-18

Access Statistics for this article

More articles in Hitotsubashi Journal of commerce and management from Hitotsubashi University Contact information at EDIRC.
Bibliographic data for series maintained by Digital Resources Section, Hitotsubashi University Library ().