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Dealing with challenges to methodological pluralism: the paradigm problem, psychological resistance and cultural barriers (2016)
Journal Article
Midgley, G., Nicholson, J., & Brennan, R. (2017). Dealing with challenges to methodological pluralism: the paradigm problem, psychological resistance and cultural barriers. Industrial marketing management, 62, 150-159. https://doi.org/10.1016/j.indmarman.2016.08.008

This paper calls for methodological pluralism in industrial marketing research. We discuss three challenges that proponents of methodological pluralism have to address if their practice is to be seen as credible: the paradigm problem; psychological r... Read More about Dealing with challenges to methodological pluralism: the paradigm problem, psychological resistance and cultural barriers.