Exploring paradox in marketing: managing ambiguity towards synthesis

Purpose The objective of this paper is to explain the conceptual framework of paradox. Design/methodology/approach The paper adopts a theoretical approach. It outlines marketing's current and limited interest in the notion of paradox and highlights the difference between a classic paradox, the tension between transactional and relational marketing, and the Contemporary Marketing Practice (CMP) research program. Findings A future research agenda for paradox and marketing is speculated on, addressing issues such as likely domains for exploration, methodology, as well as the type of organizational structures and marketing leadership required. Finally, there is reflection on how paradox engineers a strong bridge between theory and practice. Originality/value The paper reveals useful information on paradox and marketing.