Issues of Methodological Pluralism in Management Science: The Case of Non-Profit Marketing Concept

Universal Journal of Management. 2013. Vol. 1. No. 2. P. 33–44.

Новаторов Э. В.

The paper discusses and suggests alternative methodological paradigms to approach the problem “marketing to nonmarketers”. First, the paper describes the issue of “marketing tononmarketers” and proposes the purpose of this article. Then it presents methodological issues in management science and describes four major research paradigms: the logico-positivist/empiricist paradigm, constructivism, critical theory, and the pluralist paradigm. Finally, it concludes that pluralist approach will benefit and enrich both the management science and non-profit field. Using as a case methodological development of nonprofit marketing concept and followed controversy over “marketing to nonmarketers” controversy paper traces evolution of the issue in context of research methodology. Paper concludes that traditional approach it based on logico-positivist paradigm. Article suggests adaptation of alternative methodological approaches and research paradigms to approach the problem “marketing to nonmarketers”.

Ключевые слова: методология исследований, nonprofit marketing, research methodology, некоммерческий маркетинг