Author(s): Ferreira P, Zdunczyk K, Simpson A
Abstract: The paper highlights the need for an Activity Theory perspective on marketing knowledge and learning. In particular, we argue that Activity Theory has the potential to enable insights into the contradictory and complex systems of activity in which marketing practices reside. We contrast the tenets and applications of Activity Theory with assumptions that currently dominate the marketing knowledge realm. We show that Activity Theory supports the understanding of change, complexity and uncertainty related to marketing contexts by recognizing the contradictory, collective and distributed character of knowledge and learning.