Critical Theory is the theoretical framework initially developed by the Frankfurt School.
Absolutely, the Critical Theory gives a broad framework that permit to understand the deep topics behind visible topics. However, when a researcher uses this lens, sometimes your findings could dispute the mainstream. It isn't bad but implies that the researchers have to be braves.
Critical Theory can be a very useful framework for questioning existing assumptions in marketing. For e.g. in last 10 years Service-Dominant Logic has questioned the product-service dichotomy assumption in marketing, although Critical Theory is not acknowledged in SDL development. However, further such path-breaking marketing theories can be developed using a Critical Theory lens (e.g. questioning the power structures in markets).
Dear Antonio and Apramey
Thank you very much for your valuable answers.
I think it can be a fertile field for research. At the time I've been delving into mechanisms of households supply alternative to markets. I think that systems theory can help a lot.
This is an older study, but I think it gives a good example of critical theory may help understand marketing processes
: Robert Goldman and Stephen Papson, Nike Culture, the Sign of the Swoosh (London: Sage Publications, 1998),
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