to make our discipline more effective in creating useful
knowledge about our subject matter. We believe
that such improvements are best achieved by adopting
the relativistic/constructionist approach to science advocated
here. Recognizing the social processes of science,
the context specificity of scientific knowledge,
and other features of the R/C program can give marketing
scholars the freedom and confidence to create
new conceptual schemes and perspectives. This
is in contrast to following the outdated rules of the
P/E approach that focus only on testing theories we
already have. A creative science of marketing is more
likely to flourish by taking a relativistic/constructionist
approach.