Philosophical Foundation of this research

Chapter

Abstract

The aim of this chapter is to set out a research philosophy which will guide the methodological foundation for the empirical scrutiny and analysis of this study. I address this objective by explaining my social constructionist stance under the interpretative paradigm. Describing the sense-making and sense-giving dialectics in our everyday life world, I will draw on relevant scholars who have explained lenses by which social phenomena can be captured, systematised, and analysed.

Keywords

Sedimentation Marketing Coherence Meso Metaphor 

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Copyright information

© Springer Fachmedien Wiesbaden 2014

Authors and Affiliations

  1. 1.FB21 Sozial-und KulturwissenschaftenTechnische Hochschule MittelhessenFriedbergGermany

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