Towards a Bhaskarian Metatheory for Marketing Systems

IF 3.7 4区 管理学 Q2 BUSINESS Journal of Macromarketing Pub Date : 2024-03-12 DOI:10.1177/02761467241236391
Hamish Simmonds
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Abstract

Marketing systems, while being pivotal to contemporary progress, have been linked to multifaceted global challenges, notably increasing inequalities and accelerated climate change repercussions. These challenges are not natural phenomena, but rather, human-induced crises, emerging predominantly from flawed systems of perception and action. Unfortunately, these flawed perspectives are also embedded within research and theoretical practices, leading to overly simplistic and disjointed results. This paper champions the introduction and application of corrective metatheories, specifically targeting these tendencies of reductionism, to bring coherence to the various domains of existence – be they subjective, intersubjective, interobjective, or objective. Using Roy Bhaskar's philosophy of critical realism, this paper elucidates how this particular metatheoretical approach can address the complexities inherent to marketing systems. Through Critical Realism, the paper aims to challenge reductionist narratives, critique societal shortcomings, and promotes both individual and collective potentials to support overall flourishing.
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建立巴斯卡斯营销系统元理论
营销系统对当代进步至关重要,但也与多方面的全球挑战有关,特别是日益加剧的不 平等和加速的气候变化影响。这些挑战并非自然现象,而是由人类引发的危机,主要源于错误的认知和行动体系。不幸的是,这些有缺陷的观点也存在于研究和理论实践中,导致结果过于简单化和脱节。本文倡导引入和应用纠正性元理论,专门针对这些还原论倾向,使存在的各个领域--无论是主观领域、主体间领域、主体间领域还是客观领域--协调一致。本文利用罗伊-巴斯卡尔(Roy Bhaskar)的批判现实主义哲学,阐释了这种特殊的元理论方法如何解决营销系统固有的复杂性。通过批判现实主义,本文旨在挑战还原论叙事,批判社会弊端,提升个人和集体潜力,以支持整体繁荣。
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来源期刊
CiteScore
5.00
自引率
25.80%
发文量
46
期刊介绍: The Journal of Macromarketing is primarily a marketing journal (although it includes a wide range of social science disciplines) that focuses on important societal issues as they are affected by marketing and on how society affects the conduct of marketing. The journal covers macromarketing areas such as marketing and public policy, marketing and development, marketing and the quality of life, and the history of marketing.
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