Building metatheory: a demonstration using the critical social marketing discourse
by Roshni Das
International Journal of Management Concepts and Philosophy (IJMCP), Vol. 13, No. 1, 2020

Abstract: Metatheorisation may be warranted in a situation when a particular body of discourse is boundary spanning in nature and none of the theoretical perspectives within it, taken in isolation, are able to explain a given empirical phenomenon. The literature presently offers scant advice on how to proceed systematically in this tertiary level research process. Drawing on previous scholarship, we advance the concept of 'theory framing devices' and develop a protocol to guide the development of metatheory. The critical social marketing discourse is used as a case study. Further, empirical examples pertaining to the quality of life issues of rural, subaltern consumers are analysed using the foregoing meta-theoretical discussion. The study has implications for the metatheorisation family of techniques and for discourse analysis.

Online publication date: Mon, 03-Aug-2020

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Management Concepts and Philosophy (IJMCP):
Login with your Inderscience username and password:

    Username:        Password:         

Forgotten your password?


Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com