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Beyond Positivism : Investigating Paradigm Diversity in Marketing Studies

Author

Listed:
  • CHAU, Nguyen P.B.
  • UNO, Mai
  • FUKUKAWA, Kyoko
  • ZHAO, Yaxin
  • ROKUSHIMA, Shunta

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.

Suggested Citation

  • CHAU, Nguyen P.B. & UNO, Mai & FUKUKAWA, Kyoko & ZHAO, Yaxin & ROKUSHIMA, Shunta, 2025. "Beyond Positivism : Investigating Paradigm Diversity in Marketing Studies," Hitotsubashi Journal of commerce and management, Hitotsubashi University, vol. 59(1), pages 1-18, October.
    • Handle: RePEc:hit:hitjcm:v:59:y:2025:i:1:p:1-18
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    References listed on IDEAS

    as
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    More about this item

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • A23 - General Economics and Teaching - - Economic Education and Teaching of Economics - - - Graduate
    • I23 - Health, Education, and Welfare - - Education - - - Higher Education; Research Institutions
    • B40 - Schools of Economic Thought and Methodology - - Economic Methodology - - - General

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