Aldersonian Functionalism: An Enduring Theory in Marketing

Abstract

In the thirty years since the publication of his two major works, Wroe Alderson’s writing has served as a durable theoretical resource for marketing practitioners and authors in marketing and other behavioral sciences. We contend that Alderson’s theory is the most comprehensive general theory that exists in the marketing literature. In this paper we offer a brief synopsis of some examples of Alderson’s major contributions to marketing theory, then present a list of recent articles that cite Alderson with a summary of the primary subject of each paper. Finally, we offer a formal examination of Alderson’s theory using well-known metatheoretical criteria.

This review of recent literature shows the breadth of Alderson’s influence in the behavioral sciences. The results of our study reinforce the significance of Alderson’s work and dispute the superficial stylistic criticisms often directed toward this seminal contribution to the literature. We conclude that a thorough understanding of Alderson’s contribution to marketing theory is a necessary element of social science scholarship and a useful element of knowledge for managers in business organizations.

Additional information

Notes on contributors

Roger Smalley

Roger Smalley is a doctoral student of marketing at Southern Illinois University at Carbondale. He holds a Bachelor of Arts degree and a Master of Business Administration degree from Southern Illinois University at Edwardsville. His background includes more than ten years of experience as a marketing manager in both large and small business organizations. His area of major interest for research is in the application of marketing theory and strategy in business organizations.

John Fraedrich

John Fraedrich(Ph.D. Texas A & M), is an associate professor of marketing at Southern Illinois University at Carbondale. His areas of interest include ethical decision making, theory, and international marketing. He has published in Journal of Macromarketing, Journal of Business Ethics, Journal of Academy of Marketing Science, Journal of Business Research, Journal of Marketing Management, International Journal of Value Based Management, and the Journal of International Consumer Marketing. Dr. Fraedrich has also recently completed a book (Business Ethics: Ethical Decision Making and Cases, 1994, 2nd edition, Houghton Mifflin) on the topic of ethics.