ABSTRACT
We interpret from a standpoint or perspective. Einstein talked of advances in science as equivalent to climbing a mountain to get a still higher perspective. Perspectives, as the foundation for interpretation, are guidance systems whether in the natural sciences, or in social science (including marketing). If we speak of an overall perspective for a discipline, sub-discipline or research tradition, that perspective is a scientifi c paradigm, a term popularized by Thomas S. Kuhn (1962).1 Different perspectives give rise to different interpretations of the ‘facts’ and suggestions as to solutions.
