The Political Economy Paradigm: Foundation for Theory Building in Marketing
提出将政治经济学范式作为营销理论的补充，聚焦权威与控制模式、冲突管理及制度变迁，以弥补微观经济/营销管理概念在分析组织内外部交换结构时的不足。
This article presents an institutional, political economy paradigm in marketing as a complement to the presently prevailing microeconomic/marketing management concept. The latter framework provides insufficient tools for analyzing exchange structures and processes within and between organizations. Political economy is proposed as a more appropriate paradigm, as it focuses on authority and control patterns, conflict and conflict management procedures, and external and internal determinants of institutional change.