The Indigenization of Marketing Theory: a Philosophical Foundation

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The Indigenization of Marketing Theory: A Philosophical Foundation Introduction Social sciences encompass various disciplines aiming at studying human behavior. This very nature of social sciences requires that social scientists must consider the cultural, economic, and social context of their studies (Dye 1993; Hunt and Colander 1987; Perry and Perry 1994). Indigenization, therefore, seems to be a fundamental requirement in conducting social science research and developing social science theories. Nevertheless, there have still been a lot of discussion on the issue of indigenization in social sciences among certain social scientists (Adair et al. 1995; Akiwowo 1988; Alger and Lyons 1976; Gareau 1988; Liu 1994; Loubser 1988; Park 1988; Sanda 1988; Smart 1994; Xu 1994; Yeh 1994). A close examination of their arguments reveals that indigenizing social sciences goes beyond the mere adaptation of social science theories after taking into consideration domestic conditions in which the theories are applied. This issue has significant impact on the philosophy of social sciences. It would therefore not be surprising if the discussion of this aspect is later extended to the field of marketing. Interestingly, a scrutiny of the main arguments put forward by the positivists and the relativists, spear-headed by Hunt and Anderson respectively, in their decade long, heated debate concerning the philosophical nature of marketing science (cf. Anderson 1983, 1986, 1988a, 1988b; Brodbeck 1982; Cooper 1987; Hirschman 1986; Holbrook and O'Shaughnessy 1988; Hunt 1982, 1984, 1990, 1991, 1992, 1993; Muncy and Fisk 1987; Peter 1982, 1992; Peter and Olson 1983; Siegel 1988; Zinkhan and Hirschheim 1992), shows that marketing scholars interesting in this issue may be able to develop a philosophical foundation for the indigenization of marketing theory. Thus, the objectives of

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