Towards a spectacularly dynamic and pluralist “normal science”: pragmatism, communication, IMP and BtoB marketing research

Abstract

Purpose

The purpose of this paper is to promote the use of pragmatism within industrial marketing and purchasing (IMP), business-to-business (B2B)/network research with its enhanced emphasis on developing adaptable, workable solutions to practical problems. The usability of findings and the study produced means that implications and impact become a natural part of the research process rather than an afterthought concluding a research project. Although the reader might feel that the approach oscillates between viewing pragmatism in its everyday sense (through the use of terminology such as “a pragmatic approach […].,” the intent is to elevate the discussion to one where pragmatism is viewed as a guiding philosophy.

Design/methodology/approach

It blends literature review and conceptual contemplation and challenges convention by “reading against the grain” (Brown and Wijland, 2018).

Findings

The authors do this to challenge convention and advocate for pluralism and diversity, theoretical evolution based on empirical evidence and increased sensitivity to the critical role of discourse, semiotics and abduction as a catalyst between theory, method and empirical activities. This conceptual blending portrays “activities” and beliefs as mutually constituted through the symbolic mediation of rhetoric and discourse.

Research limitations/implications

Existing elements of American pragmatism and discourse are identified as already a tacit constituent of the IMP oeuvre. Combining these approaches more explicitly is advocated as a suitable basis for a potential future “IMP 3” research agenda with significant potentials afforded to IMP and B2B marketing research.

Originality/value

This paper contributes to the development and dissemination of alternative and critical perspectives in marketing theory. The implication is that activities must usually be justified by actors within communication as believable and this process always involves mixtures of rational and non-rational appeals. Existing elements of American pragmatism and discourse are identified as already a tacit constituent of the IMP oeuvre. Combining these approaches more explicitly is advocated as a suitable basis for a potential future “IMP 3” research agenda with significant potentials afforded to IMP and B2B marketing research.

Citation

Lowe, S., Rod, M. and Hwang, K.-S. (2020), "Towards a spectacularly dynamic and pluralist “normal science”: pragmatism, communication, IMP and BtoB marketing research", Journal of Business & Industrial Marketing, Vol. 35 No. 11, pp. 1739-1749. https://doi.org/10.1108/JBIM-08-2019-0388