A comment on paradox and middle‐range theory: universality, synthesis and supplement

This paper aims to highlight the value of adopting a middle‐range theory approach in conceptualizing and investigating marketing practices.

Building on the work of Merton, the paper discusses O'Driscoll's article on the role of paradoxes (both theoretical as well as methodological paradoxes).

The paper argues that it is important to rescue and stress the benefits that adopting a multi‐paradigmatic view has in providing a better understanding of current marketing practices.

This position allows one both to avoid the incommensurability “trap” of being “boxed” into the explanatory dimensions of the chosen paradigm and to develop a richer holistic view. The discussion is grounded on the Contemporary Marketing Practices (CMP) research project.