Spatial and temporal specificity and transferability

John Nicholson, Adam Lindgreen, Philip Kitchen
2009 Qualitative Market Research  
France. Professor Kitchen has published 12 books and more than 100 articles on various facets of marketing. His current research spans integrated marketing and corporate communications, 3 global marketing, and the consideration of marketing practice to marketing theory. He is Editor of the Journal of Marketing Communications and a Review Board Member for several journals. 4 Spatial and Temporal Specificity and Transferability: Structuration as the Relationship Marketing Meta-Theory Structured
more » ... Theory Structured Abstract Purpose -By examining the potential of structuration to serve as the relationship marketing meta-theory, this research applies pragmatic and practical perspectives to the transferability of research findings. Findings -With the proposed model, relationship marketing researchers, using structuration theory, can recognize the temporal and spatial specificity-and thereby transferability-of interactions and relationships. Structuration is academically rigorous and pragmatic, because it avoids the distraction of the largely academic paradigm wars. Research implications -By addressing the often-noted spatial and temporal limitations of relationship marketing research, this research responds to calls for longitudinal research. The model offers the potential for examining historical interactions and relationships to gain insight into the constraining and enabling forces of social structures. Practical implications -The use of a multi-paradigm perspective is more pragmatic than a single paradigm investigation. Using structuration as that multi-paradigm perspective, a relationship marketing researcher can gain greater insight into the spatial and temporal specificity and transferability of research findings. Researchers thus may assess the limitations of implementing marketing practice on the basis of the findings they gain from one space and time context in a different space and time context. Originality/value -An article discussing structuration is a rarity among marketing literature. This article is the first to outline the potential use of structuration as the meta-theory in relationship marketing research. 5
doi:10.1108/13522750910948789 fatcat:fhq4tz3srvgcdk34rhutp7uvfq