Marknadsföringsdisciplinens rådande paradigm idag
Goods-Dominant Logic, Service-Dominant Logic eller något annat?
Goods-Dominant Logic of MarketingService-Dominant Logic of MarketingParadigmVargo and LuschKuhnAnomaliesCrisisGoods-Dominant Logic of MarketingService-Dominant Logic of MarketingParadigmVargo och LuschKuhnAnomalierKris
This qualitative research is a contribution to the ongoing debate among marketing researchers regarding if there is a dominant paradigm and viewpoint of marketing and which one is the most appropriate. In this study current views of marketing are identified and then compared against the older Goods-Dominant Logic of Marketing and Vargos? and Luschs? alternative Service-Dominant Logic of Marketing. The trends that have been observed are situated in the framework of Thomas S. Kuhn?s philosophy of science. The aim has been to make an analysis about which stage marketing is in its scientific revolution today. Kuhn?s philosophy has, as far as we know, never been examined with the chosen methodology. Further it has not been applied onto a social science either. The conclusion that has been drawn in the thesis is that marketing is dealing with anomalies at this moment. Therefore it is in a stage of crisis in its scientific revolution. Hence there is not a dominant paradigm in marketing currently.