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- Title
Paradigms for Progress: An Anomaly-First Framework for Paradigm Development.
- Authors
Swaminathan, Vanitha; Lamberton, Cait; Sridhar, Shrihari; Marinova, Detelina
- Abstract
An editorial is presented on the anomaly-first research methodology, which focuses on marketplace disruptions, in marketing research. The article also presents a paradigm development framework for paradigm shift. In the article, six stages of this framework are detailed which beings with seeking out the disruption-driven anomalies, developing new paradigms around these anomalies, and ultimately making these new paradigms legitimate.
- Subjects
MARKETING research; RESEARCH methodology; DISRUPTIVE innovations; PARADIGM (Theory of knowledge); AUTHORS; EDITORS; SCHOLARLY peer review
- Publication
Journal of Marketing, 2023, Vol 87, Issue 6, p816
- ISSN
0022-2429
- Publication type
Editorial
- DOI
10.1177/00222429231201959