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- Kjellberg, Hans, et al.
(författare)
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Political Marketing : Multiple values, performativities and modes of engaging
- 2010
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Ingår i: Journal of cultural economy. - : Routledge. - 1753-0350 .- 1753-0369. ; 3:2, s. 279-297
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Tidskriftsartikel (refereegranskat)abstract
- Markets are regularly relied upon to realize many different and changing values, a state of affairs that in turn attracts many efforts to engage with them. Such efforts, moreover, may draw on a wide variety of theoretical ideas about markets. Viewing real markets as on-going constructions, our aim is to explore different modes of engaging with markets to have them realize different values. We describe three different modes of engaging with markets based on empirical cases: (1) engaging to incorporate values in market exchanges; (2) engaging to reform the values that are to govern a market; and (3) engaging to represent the values produced by markets. We then use a fourth empirical case to expand on how the current realization of a market may interfere with and prove differentially fertile to efforts to incorporate, reform or represent values. Finally, we discuss when and how efforts to engage with markets may become political.
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- Harrison, Debbie, et al.
(författare)
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Segmenting a market in the making: industrial market segmentation as construction
- 2010
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Ingår i: Industrial Marketing Management. - : Elsevier. - 0019-8501. ; 39:5, s. 784-792
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Tidskriftsartikel (refereegranskat)abstract
- This paper takes an empirical starting point in a claim that Biacore, a pioneering Swedish producer of affinity biosensors, was “in the enviable position of creating its own market” (Abelin, 1997). An in-depth case study traces how Biacore undertook segmentation activities while shaping the market for its new product technology, affinity biosensors. This involved stabilising the modes of exchange with customers, the product and the identity of the company. The efforts of Biacore highlight a constructive dimension of market segmentation that hitherto has received little attention. Rather than a process of describing, deciding and taking action, Biacore engaged in the gradual construction of market segments through an interactive and iterative process involving close collaboration with early users. Simultaneously, the market for the new technology gained shaped. Thus, the paper reports a ‘markets from networks’ story illustrating how the practice of segmenting a market may have consequences for that market.
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- Kjellberg, Hans
(författare)
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Marketing on trial: the SAS Eurobonus case
- 2010
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Ingår i: Reconnecting marketing to markets. - : Oxford University Press. - 9780199578078
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Bokkapitel (övrigt vetenskapligt/konstnärligt)
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