... situations. The aim of this paper is to identify the two scientific paradigms appropriate for each of these two purposes, and to identify the criteria that could be used to judge how well each purpose is achieved. Essentially, it argues that the critical theory paradigm underlies the action research project...

...Toivo S. Aijo Discusses the theoretical and philosophical underpinnings of relationship marketing (RM) to show that RM is but one, albeit perhaps a major, manifestation of the ongoing paradigm shift in business and marketing. The rapid revolutionary changes in the economic and technological...

...E. Alan Buttery; Ewa M. Buttery So far there has been a lack of consideration of core philosophies in the literature on Marketing Information Systems Design. Three possible paradigms which could be used are discussed, namely the prescriptive approach, positivism and phenomenology. The possibility...