The reasons why we as scholars prefer one paradigm to another are not only scientific but also ideological. It is suggested that pluralism should be discussed at the levels of theory of science, paradigms in economics and ideological orientations. Neoclassical economics is closely connected with logical positivism as a theory of science and is close to Neo-liberalism as an ideological orientation. Specific ideas of institutional arrangements follow from these perspectives. Alternatives to the mainstream have similarly been articulated and discussed at all three levels to open the door for an alternative set of institutional arrangements.
Exclusive reliance on economic growth in GDP-terms and on monetary profits exemplifies an ideological orientation. When faced with new challenges, such as Sustainable Development and Corporate Social Responsibility, the shortcomings of the neoclassical paradigm become accentuated. Alternative ideas to those of Economic Man, profit-maximizing firms and the mechanistic model of markets in terms of supply and demand are needed. A political economics approach to an understanding of individuals and organizations as actors in markets and institutional change processes is proposed.