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，聚焦于组织内外的权威、控制、冲突及制度变迁，以弥补微观经济学视角的不足。
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.