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The paper advocates for methodological pluralism in industrial marketing research, addressing challenges such as the paradigm problem, psychological resistance, and cultural barriers. It emphasizes the need for a model of learning that incorporates insights from various methodologies while acknowledging that the acceptance of pluralism is contingent on its perceived value in the field. The authors call for empirical evidence to support the benefits of methodological pluralism in enhancing industrial marketi
- Author
- richard.musiime
- Language
- EN