Retailer buying: A paradigmatic critique
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The paradigmatic anchoring of research determines for the researcher the nature of reality, what can be known about it and how it can be known. Previous research on retail buying has been anchored in post-positivism. A number of shortcomings resulting from this anchoring are identified which, taken together, are interpreted to have let to neglecting the notion of meaning in existing research. It is argued that taking a constructivist perspective can help overcome the limitations of previous research and contribute to the development of an understanding of retailer buying as meaningful action.
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