| 1. |
- Andersson, Per, et al.
(författare)
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Nothing new under the sun? Marketing the Stockholm Olympics 1912
- 2011
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Konferensbidrag (övrigt vetenskapligt/konstnärligt)abstract
- Event marketing, both in the sense of using events as a marketing technique and the marketing of events, has been subject to considerable attention over the past two decades (e.g. Cunningham and Taylor 1995; Hoyle 2002; Getz 2008). But the phenomenon itself is of course much older (Zauhar 2003). In this proposed paper, we offer an empirical study of event marketing as practised a century ago. More specifically, we describe the marketing of the Olympic Games in Stockholm, 1912. The study is based on the archive of the Organizing Committee for the games, including its subcommittee for advertising. The material consists of the official report from the games, the minutes of meeting of the various bodies, including proposals and supporting documents, incoming and outgoing correspondence, official communications from the Organizing Committee, printed matters, newspaper clippings, etc. This rich material allows us to trace the various efforts made to market the games in detail. The study seeks to enrich our understanding of marketing as an area of expertise, which has recently attracted increasing scholarly attention, not least within the IMP community (Araujo et al 2010; Zwick and Cayla 2011; Hagberg and Kjellberg 2010; Barrey et al. 2000; Geiger and Finch 2009; Simakova and Neyland 2008). The event under study predates the emergence of the marketing discipline (Shaw and Jones 2005) and the archive material does not suggest that the actors involved ever considered what they were doing to be ―marketing‖. Rather, they were creating publicity for the Olympic Games. One may thus question whether the games actually were ‗marketed‘.1 On the other hand, the publicity dimension appears to be central to lay-understandings of marketing even today. Further, if we look at the concrete practices that the involved actors engaged in, these bear much resemblance with what we would expect contemporary event marketers to engage in, i.e. contemplating event stake-holder management, partnerships and collaboration (Getz et al. 2007), image-enhancement potential 1 At roughly the same time the planning started for the Olympic games in Stockholm, the first university courses in Marketing were developed in the US. The first books and articles on the subject that employed the term ‗marketing‘ were also published during the following decade (e.g. Weld 1916, 1917; Duncan 1920; Ivey 1921) of events and their media coverage and how this might generate induced demand for e.g. a destination (Smith 2005), co-branding events and destinations (Chalip and Costa 2006), the leveraging of events for additional benefits (O'Brien 2006), and to the goal of generating a lasting event legacy (Ritchie 2000). We suggest that by adopting a pragmatic approach, those who engage in (what we now consider to be) marketing are led to deal with certain task-related issues that remain more or less the same over time. The precise manner in which they attend to these issues, however, may differ over time. In the paper, we inquire into how the games were ‗marketed‘? We outline the specific practices involved in marketing the event, including what was done, who were engaged, which techniques were used, which resources were drawn upon, etc. Among other things, this mapping of marketing practices leads us to question the object being marketed: was the committee really marketing the Olympic Games, or were their efforts directed towards some other object, e.g. Sweden? In what ways did the marketing efforts contribute to stabilise this object? What were the organisers seeking to achieve through their ‗marketing‘ efforts? Here we seek to establish the ideas underpinning the observed practices. The activities related to the official poster for the games are particularly interesting. The Organizing Committee was able to reach a decision on the design of the poster only after a prolonged process, in which two distinctly different values were contrasted (artistic merit vs. publicity effect). Second, the reception of the poster varied across countries around the world (perceived as artistic by some and obscene by others, explicitly banned in certain countries, etc.).
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| 2. |
- Andersson, Per, et al.
(författare)
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The Configuration Of Actors In Market Practice
- 2009
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Ingår i: Marketing Theory. - : SAGE Publications (UK and US). - 1741-301X .- 1470-5931. ; 8:1, s. 67-90
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Tidskriftsartikel (refereegranskat)abstract
- This paper addresses three conceptual challenges concerning actors and agency that arise when taking interest in market practice: i) how agency is awarded in practical situations, ii) how actors are preconfigured, and iii) how actors are represented. These issues are explored in three empirical scenes taken from a case study of the introduction of an e-procurement system at an international transport and logistics company. First, we suggest that practical interaction can be fruitfully regarded as a process of interdefinition involving prescriptions and subscriptions between acting entities, or actants . Second, we employ the term inscription to address efforts to affect in advance the configuration of such actants. Third, we suggest that actors are entities to which actions are ascribed, ex post . Through this secondary process a number of actants may be subsumed under a common actor label, thus offering a way of accounting for agency as part of a practice perspective. We conclude by discussing implications of the proposed vocabulary for multiplicity, reflexivity and market agency.
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| 3. |
- Andersson, Per, et al.
(författare)
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Where is the Action?
- 2002
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Annan publikation (övrigt vetenskapligt/konstnärligt)abstract
- Taking a set of studies about business action as the empirical starting-point, this paper looks at the various ways in which action is represented. The overall research question can be stated as follows: how is business action reconstructed in our narratives? The texts analysed are collected from research on exchange relationships in the field of marketing. To analyse how these texts depict business action, four narrative constructions are focused: space, time, actors, and plots. The categorisation and analysis are summarised and followed by a set of concluding implications and suggestions for the use of narratives aiming to reconstruct business action in the making.
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| 4. |
- Araujo, Luis, et al.
(författare)
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Enacting novel agencements: the case of Frequent Flyer schemes in the US airline industry (1981–1991)
- 2016
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Ingår i: Consumption, Markets and Culture. - : Taylor & Francis (Routledge). - 1477-223X .- 1025-3866. ; 19:1, s. 92-110
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Tidskriftsartikel (refereegranskat)abstract
- After the deregulation of the US market for air travel in 1978, incumbent airlines sought to find their feet in a challenging new commercial reality. A major initiative was the creation of so-called Frequent Flyer Programs (FFPs), which quickly became a standard tool for airline marketing. We analyze the introduction and subsequent development of these FFPs as a process of agencing resulting in multiple and novel market agencements. We explain how the apparent success of the FFPs resulted from a series of parallel and complementary investments that went far beyond the airlines setting up their own loyalty programs. These investments contributed to reshuffle the agencies involved, not only by giving birth to the “Frequent Flyer” category but also by introducing new agential capacities for the airlines, travelers, travel agents and corporate customers of air travel. The paper concludes with reflections on how our empirical case can help us understand the evolutionary dynamics of agencing efforts and the resulting agencements.
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| 5. |
- Araujo, Luis, et al.
(författare)
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Forming cognitions by investing in a form : Frequent flyer programs in US air travel post-deregulation (1981-1991)
- 2015
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Ingår i: Industrial Marketing Management. - : Elsevier. - 0019-8501. ; 48, s. 68-78
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Tidskriftsartikel (refereegranskat)abstract
- This paper addresses the link between action and cognition in markets. Increasing reliance on markets to co-ordinate economic activity across diverse contexts underscores the need to better understand how such coordination is achieved and how it can be changed. Our starting point is sense-making in formal organizations and markets. We argue that, whereas focusing on intersubjective agreements supported by frequent communication provides useful insights on coordination in formal organizations, coordination in markets cannot rely on these mechanisms alone. We borrow Thévenot's (1984) notions of form and investments in form to show how cognition and action are interrelated, and coordination achieved, in market settings. A form is characterized by its capacity to generate temporal and spatial equivalencies, allowing us to move from the particular (e.g., one exchange episode) to the generic (e.g., recurrent exchanges with particular types of customers). The development of a form helps construct common contexts of action which become the basis for coordinated actions.Our empirical case describes how the introduction of Frequent flyer programs created a new market form following the US Airline Deregulation Act (1978). Under the previous regulatory regime, the US Civil Aeronautics Board controlled routes and prices and airlines were limited to competing on frequency and quality of service. We show how successive rounds of investments by a variety of market actors helped articulate and consolidate the new market form over a 10-year period. Whereas action preceded cognition in the early stages, the gradual consolidation of the new form provided opportunities for market participants to gain reflexive distance and conjure up further ways to engage with the form.
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| 6. |
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| 7. |
- Aspers, Patrik, 1970-, et al.
(författare)
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Valuation Studies? Our Collective Two Cents
- 2013
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Ingår i: Valuation Studies. - : Linkoping University Electronic Press. - 2001-5992. ; 1:1, s. 11-30
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Tidskriftsartikel (refereegranskat)abstract
- This article presents the results of a poll made among the members of the editorial and advisory boards of Valuation Studies. The purpose is to overview the topic that is the remit of the new journal. The poll focused on three questions: 1. Why is the study of valuation topical? 2. What specific issues related to valuation are the most pressing ones toexplore? 3. What sites and methods would be interesting for studying valuation? The answers to these questions provided by sixteen board members form the basis of the article. Based on these answers, it identifies a number of themes concerning the study of valuation, elaborating on the rationale for attending to valuation, the conceptual challenges linked to this, and the specfic issues and sites that deserve further attention.
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| 8. |
- Blomberg, Jesper, et al.
(författare)
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Marketing Shares, Sharing Markets : Experts in Investment Banking
- 2012
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Bok (övrigt vetenskapligt/konstnärligt)abstract
- This book introduces the reader to the ‘world of finance’, more exactly to one core activity: investment banking. Analysing the practices of four expert groups – traders, analysts, brokers and bankers – it reveals how their contrasting perspectives on shares are put to use and the consequences this has for investment banks, corporations, investors and the stock markets.
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