While American School defines marketing through the concept of 4P’s, several European and especially The Nordic School (e.g. Gummesson, Grönroos, Zineldin) points out the fact that this view of marketing is no more up-to-date and irrelevant in a global market perspective. They also disapprove that concept because of the short-term duration of the economics transactions it generates. They argue that Scandinavian companies have much more focus on relationship marketing than other European countries and that there is a paradigm shift moving away from traditional transactional marketing to be focused on Relationship Marketing. All these criticisms have even led both Gummesson and Grönroos to declare that a “paradigm shift is needed is Marketing is going to survive as a discipline” (Brodie R. et al, 1997).

According to our knowledge, no research in Scandinavian countries have brought results that could confirm the no-existence of such a “paradigm shift”, the main issue of our article is to empirically investigate if rather or not, this paradigm shift has relevant reasons to exist in several Scandinavian countries or if Transactional marketing is still the main marketing approach practised by firms. The date is collected via interviews with five companies in three countries within in Scandinavia: Two companies in Sweden: Two in Finland and one in Denmark. Our research reveals that the philosophy of viewing marketing as a cross-functional approach or orientation is not a new discovery of the 1980s or 1990s. The study also reveals that the paradigm-shift is far from being dominant in all Scandinavia since transaction Kotlersim concept of the 4 P's is still dominating, even so. Relationship concept is utilizing in some extent.