Constructing Marketing
Frontiers of the New Marketing ParadigmRecommended readings
Books
Czarniawska-Joerges, B. (1997). Narrating the organization: Dramas of institutional identity. Chicago: University
of Chicago Press.
Johnson, G., Langley, A., Melin, L., & Whittington, R. (2007). Strategy as Practice – Research Directions and Resources. Cambridge: Cambridge University Press.
Moisander, J. K., & Valtonen, A. (2006). Qualitative marketing research: A cultural approach. Sage Publications Ltd.
Lusch, R. F., & Vargo, S. L. (2006). The service-dominant logic of marketing: Dialog, debate, and directions. M.E.
Sharpe.
Scott, W. R. (2001). Institutions and organizations. Thousand Oaks, Calif.: Sage Publications.
Scott, W. R. (2002). Organizations: Rational, natural, and open systems. Upper Saddle River, N.J.: Prentice Hall.
Articles
DiMaggio, P. J., & Powell, W. W. (1983). ‘The iron cage revisited: Institutional isomorphism and collective
rationality in organizational fields‘. American Sociological Review, 48, 147-60.
Firat, A. F., & Dholakia, N. (2006). ‘Theoretical and philosophical implications of postmodern debates: Some
challenges to modern marketing‘. Marketing Theory, 6, 123-62.
Jarzabkowski, P., Balogun, J., & Seidl, D. (2007). ‘Strategizing: The challenges of a practice perspective‘. Human
Relations, 60, 5-27.
Lusch, R. F., & Vargo, S. L. (2006). ‘Service-dominant logic: Reactions, reflections and refinements‘. Marketing
Theory, 6, 281-8.
March, J. G. (1991). ‘Exploration and exploitation in organizational learning‘. Organization Science, 2, 71.
Phillips, N., Lawrence, T. B., & Hardy, C. (2004). ‘Discourse and institutions‘. Academy of Management Review,
29, 635-52.
Vargo, S. L., & Lusch, R. F. (2004). ‘Evolving to a new dominant logic for marketing‘. Journal of Marketing, 68,
1-17.
Whittington, R. (1996). ‘Strategy as practice‘. Long Range Planning, 29, 731-5.
