Paradigm and Paradigm Shifting


Paradigms are generally defined as a framework that has unwritten rules and that directs actions. A paradigm shift occurs when one paradigm loses its influence and another takes over. The concept defines paradigm and paradigm shift and explains how it can relate to company strategies and industry cycles.

Technique Overview

Paradigm and Paradigm Shifting

Paradigm and Paradigm Shifting Definition

Although the term 'paradigm' has been around for a long time, wide acceptance and usage of the concept is mainly fuelled by Kuhn’s (1962) seminal work ‘The Structure of Scientific Revolutions’. Kuhn defined scientific paradigms as "accepted examples of actual scientific practice that include laws, theory, application and instrumentation that provide models from which particular coherent traditions of scientific research springs’’. Baker (1992) defined a paradigm as "a set of rules and regulations that establishes or defines boundaries and tells you how to behave inside those boundaries".

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Business Application

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Further Reading

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Paradigm and Paradigm Shifting References (4 of up to 20) *

  • Aburdene, P. (2005) Megatrends 2010: The Rise of Conscious Capitalism. Charlottesville, VA: Hampton Roads.
  • Aerts, D., Apostel, L., De Moor, B., Hellemans, S., Maex. E., Van Belle, H., Van Der Veken, J. (1994) Worldviews: From Fragmentation to Integration, Brussels: VUB Press.
  • Anderson, P.F. (1983) Marketing, Scientific Progress and Scientific Method. Journal of Marketing, Vol. 47, pp. 18-31, Fall.
  • Arndt, J. (1985) On Making Marketing Science More Scientific: Role of Orientations, Paradigms, Metaphors, and Puzzle Solving. Journal of Marketing, Vol. 49, pp. 11-23, Summer.

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