A comment on paradox and middle‐range theory: universality, synthesis and supplement

Purpose – This paper aims to highlight the value of adopting a middle‐range theory approach in conceptualizing and investigating marketing practices. Design/methodology/approach – Building on the work of Merton, the paper discusses O'Driscoll's article on the role of paradoxes (both theoretical as well as methodological paradoxes). Findings – The paper argues that it is important to rescue and stress the benefits that adopting a multi‐paradigmatic view has in providing a better understanding of current marketing practices. Originality/value – This position allows one both to avoid the incommensurability “trap” of being “boxed” into the explanatory dimensions of the chosen paradigm and to develop a richer holistic view. The discussion is grounded on the Contemporary Marketing Practices (CMP) research project.