What did you do in the Great Paradigm War? Notes from the other side
Journal of Historical Research in Marketing
ISSN: 1755-750X
Article publication date: 18 August 2014
Abstract
Purpose
The purpose of this paper is to reflect upon the author’s involvement in the paradigm wars of the 1980s in marketing and consumer research. In this paper, the author describes his role in the ecological succession of the discipline at a critical juncture between the early efforts of the pioneering scholars and the establishment of a mature climax community of consumer culture theorists.
Design/methodology/approach
The author employs an autobiographical approach.
Findings
Among the many contributions of a host of talented and insightful fellow travelers, the author’s penchant for ethnographic research and anthropological analysis helped nudge the discipline into interesting new niches.
Originality/value
This personal reminiscence of the philosophical debates surrounding our interpretive turn may be triangulated with others to construct a synchronic account of a moment in disciplinary evolution.
Keywords
Citation
Sherry, J. (2014), "What did you do in the Great Paradigm War? Notes from the other side", Journal of Historical Research in Marketing, Vol. 6 No. 3, pp. 405-413. https://doi.org/10.1108/JHRM-11-2013-0063
Publisher
:Emerald Group Publishing Limited
Copyright © 2014, Emerald Group Publishing Limited