In this conceptual paper, I explicate the ‘punctuated epistemology’ that prevails in international marketing strategy (IMS) and I challenge the assumptions of a requisite punctuated ontology that is implied and nurtured by these epistemological commitments. I frame these assumptions under the terms ‘monochronic’ and ‘monolithic’ and articulate them through a paradigmatic case in point: the standardization versus adaptation debate. In turn, I argue that theorizing in international marketing can be enhanced through the adoption of another ontological stance. Specifically, inspired by the work of Alfred N. Whitehead, I propose an alternative commitment to a process ontology that takes account of ephemerality and mutual conditioning. By advancing the incorporation of metaphysics in international marketing research, I contribute in two broad ways: I promote a relationally embedded and time-sensitive understanding of IMS and highlight the value of philosophical considerations for theorizing purposes in our field.

中文翻译：

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国际营销策略中的标点符号学：怀特海法

在此概念文件中，我阐述了国际营销策略（IMS）中普遍存在的“标点化的认识论”，并对这些认识论承诺所隐含和培育的必要的标点化本体论的假设提出了挑战。我将这些假设用“单一时态”和“整体性”的术语来描述，并通过一个典型的案例加以阐明：标准化与适应性辩论。反过来，我认为可以通过采用另一种本体论立场来加强国际营销的理论化。具体而言，受阿尔弗雷德·N·怀特海德（Alfred N. Whitehead）的工作启发，我提出了对过程本体的另一种承诺，该过程本体考虑了短暂性和相互制约性。通过促进将形而上学纳入国际市场研究，我以两种广泛的方式做出了贡献：