I always was thrilled to discover interesting pieces of work/analysis that are bold enough to tackle different sides of the matter in study, expressing duality in concepts not as an antithesis, but more like complementary aspects that define a notion (like yin and yang).
I just come across on a wonderful doctoral study done by a Swiss student coordinated by the famous professor Susan Fournier who's approach on brand communities was exactly as the one mentioned above. The Paradoxes of Brand Communities?
Fragmentation vs Unity
Structure vs Chaos
Empathy vs Intimacy
Marketing vs Authenticity
Which aspects will you rather advocate for?
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