Original scientific paper

The Action Research Process and Matrix Marketing

Claudio Vignali ; Manchester Met University, Hollings Faculty, Manchester, United Kingdom

Abstract

There has been extensive and long-lasting debate in the UK about the purpose and scope of appropriate management research. Many authors elucidate that it is widely agreed that management research does not
operate a single agreed scientific paradigm and can be seen as a soft, applied area of study, showing features of both, ‘engineering’ and ‘craft’ orientations. Nevertheless, the need for management theory to be made more relevant to the work of practice by explaining that it will be necessary to identify new ways of formulating and employing scientific
knowledge to practical ends is the basis of this work.
However, some authors argue that the process of managerial decision-making, a major aspect of the strategic planning procedure, has become more problematic because modern management, more than ever before, is faced with an immense complexity of tasks and an increasingly volatile business environment. For many years writers have been suggesting that organisations should focus and rely on the fundamental formal models and techniques of strategic planning.

Keywords

Action research; Heuristic devices; Positivism; Phenomenology; Matrix marketing; Management process

Hrčak ID:

200075

URI

https://hrcak.srce.hr/200075

Publication date:

15.4.2003.

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