Justificative conformity in ontologically ring-fenced fields: Problematizing the scholarly nomenclature in qualitative studies

Poulis, K. and Christodoulou, I. 2024. Justificative conformity in ontologically ring-fenced fields: Problematizing the scholarly nomenclature in qualitative studies. Marketing Theory. Advanced online publication. https://doi.org/10.1177/14705931241230046

TitleJustificative conformity in ontologically ring-fenced fields: Problematizing the scholarly nomenclature in qualitative studies
TypeJournal article
AuthorsPoulis, K. and Christodoulou, I.
Abstract

Ontology is implicitly or explicitly the impetus of any study. However, what are the implications of a scholarly field whose prevailing ontological assumptions and resultant epistemological commitments impede more nuanced theorizing? In this paper, we caution against theorizing norms in fields characterized by a non-diverse and non-inclusive set of ontological assumptions. We contend that editorial practices therein create a certain kind of methodological conformity and conduct, that is, an undue justification and explanatory overtones related to methods that are set against the predominant grain. Through a thematic review of qualitative papers in international marketing as a case in point, we argue against narrow onto-epistemological arsenals, we discuss the value of critical theorizing and put forward two modest proposals to address this kind of scholarly conformity in the future.

JournalMarketing Theory
ISSN1470-5931
1741-301X
Year2024
PublisherSage
Publisher's version
License
CC BY 4.0
File Access Level
Open (open metadata and files)
Digital Object Identifier (DOI)https://doi.org/10.1177/14705931241230046
Publication dates
Published online23 Jan 2024

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