| 1. |
- Andéhn, Mikael, et al.
(författare)
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Performing place promotion-On implaced identity in marketized geographies
- 2020
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Ingår i: Marketing Theory. - : SAGE Publications. - 1470-5931 .- 1741-301X. ; 20:3, s. 321-342
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Tidskriftsartikel (refereegranskat)abstract
- In the period that has become known as late capitalism, processes of commercialization are continuously taking on new forms. These tendencies enact an influence on how people understand themselves, the social relations they engage in, and the world around them. Geographical knowledge is no exception and has become increasingly shrouded in the language, symbolism, and tropes of marketing. Following the work of Judith Butler, we explore how these tendencies have profound implications on our self-construal, making discursive implacement an expedient factor in the marketization of identity. Further, we examine how two interrelated marketing discourses deal with places as commercial entities: the country-of-origin effect and place branding. In their commercial vernacular, they provide salient examples of subtle yet inescapable effects on the understanding of self-construal. In presenting this sensitizing diagnostic, we hope to further advance issues of stakeholdership as it pertains to the place-world and to offer new trajectories of critical inquiry into the commercial relevance of place.
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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. |
- Brunninge, Olof, 1972-, et al.
(författare)
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Inventing a past: Corporate heritage as dialectical relationships of past and present
- 2018
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Ingår i: Marketing Theory. - : SAGE Publications. - 1470-5931 .- 1741-301X. ; 19:2, s. 229-234
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Tidskriftsartikel (refereegranskat)abstract
- In this commentary, we focus on invented corporate heritage, where organizations present falsified accounts of a corporate past. The extant corporate heritage literature has highlighted how the time frames of the past, present, and future (omni temporality) are merged in those organizations where there is trait constancy. Focusing on invented corporate heritage, we argue that this represents an extreme case of these dialectics, where present and future precede “the past,” or more appropriately “invented past.” Although lacking in authenticity, an invented corporate heritage may still be attractive to consumers since it can construct an aura of authenticity by delivering an enchanting experience to consumers, irrespective of its substantive genuineness. However, such inventions carry considerable risk since they represent a fabrication of the past.
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| 4. |
- Caridà, Angela, et al.
(författare)
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Conceptualizing resource integration as an embedded process : Matching, resourcing and valuing
- 2019
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Ingår i: Marketing Theory. - : Sage Publications. - 1470-5931 .- 1741-301X. ; 19:1, s. 65-84
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Tidskriftsartikel (refereegranskat)abstract
- The strong linkage between the creation of value and the actors’ resource-integrating efforts forces academics and practitioners to understand how value stems from resource integration (RI). This article analyses RI as an embedded process within the wider process of interactive value formation. The study is conceptual in nature and adopts a qualitative research approach and an empirical contextualization strategy. It provides a granular perspective on RI and proposes a framework that depicts RI as a process that shapes and results from a complex service context through a sequence of three phases: matching, resourcing and valuing. The article, particularly the suggested new framework, contributes to the extant literature on RI in service research; it reconceptualizes RI as process per se that is embedded in actors’ value co-creation efforts and offers the opportunity to reflect on this process as a fundamental enabler in value-creating service ecosystems.
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| 5. |
- Charitsis, Vassilis, et al.
(författare)
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'Made to Run' : Biopolitical marketing and the making of the self-quantified runner
- 2019
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Ingår i: Marketing Theory. - : Sage Publications. - 1470-5931 .- 1741-301X. ; 19:3, s. 347-366
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Tidskriftsartikel (refereegranskat)abstract
- While previous critical marketing research on co-creation has focused on how consumers’ cognitive and social abilities are governed, this article focuses on how firms’ marketing strategies attempt to govern every aspect of consumers’ lives. By drawing on a biopolitical framework and a study of Nike+, a marketing system for runners which Nike has developed around its self-tracking devices, three biopolitical marketing dimensions were identified: the gamification of the running experience, the transformation of running into a competitive activity and the conversion of running into a social activity. In identifying these marketing dimensions, the study demonstrates how self-tracking affordances are deployed in the development of a biopolitical marketing environment that tames, captures and appropriates value from different aspects of consumers’ lives, including – and combining – their social behaviours, cognitive capacities and bodily conducts. This article contributes to critical studies of value co-creation by focusing on the tamed self-tracking body as a resource for value creation, but also by demonstrating that consumers engage, through cognitive labour, in the production of the biopolitical environment that leads to their exploitation.
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| 6. |
- Coffin, Jack, et al.
(författare)
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Crossing wires : short-circuiting marketing theory
- 2022
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Ingår i: Marketing Theory. - : SAGE Publications. - 1470-5931 .- 1741-301X. ; 22:2, s. 275-292
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Tidskriftsartikel (refereegranskat)abstract
- In the popular imagination sex sells. Yet, marketing theory has relatively little to say about sexuality per se. Drawing on Žižek’s metaphor of critical theory as ‘short-circuiting’ the dominant discourse, we conceptualise marketing as a field that theorises sexuality only in a series of ‘closed circuits’. Knowledge becomes hierarchical when some topics, such as sexuality, are denied the theoretical freedom to roam in wider open circuits alongside other ‘mainstream’ marketing topics. We identify four ways in which certain topics are enclosed: theoretical, empirical, institutional and neo-colonial. We then seek to short-circuit this state of affairs by bringing together a heterogeneous group of scholars interested in sexuality. By crossing their critical insights like unexpected connections in a circuit, we create sparks of inspiration that challenge the contents, contexts and concepts that relate to marketing theories of sexuality. Our paper makes a specific theoretical contribution in arguing for sexuality to be treated as a phenomenon worth studying and theorising in its own right. However, it also makes a wider methodological and epistemological contribution in showing how various topics within marketing theory might be short-circuited to help flatten the hierarchies of knowledge created by closed and open circuits.
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| 7. |
- Coffin, Jack, et al.
(författare)
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The ethical consumption cap and mean market morality
- 2022
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Ingår i: Marketing Theory. - : SAGE Publications. - 1470-5931 .- 1741-301X. ; 22:1, s. 105-123
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Tidskriftsartikel (refereegranskat)abstract
- Since the 1970s critical marketing scholars have called for systemic change to overcome the ethical problems generated by consumption, such as unsustainable resource use, industry-induced climate change, and social inequities. Mainstream marketing research has instead problematised the individual consumer and sought ways to diminish the so-called gap between ethics and consumption. The current conceptual paper follows Carrington et al. (2016) and other contemporary critical marketing scholars in redirecting attention away from individual (un)ethical consumers and toward the (im)moral market structures that inflect their decision-making. Its first contribution to this line of thinking is to propose an ethical consumption cap rather than an ethical consumption gap. This subtle but significant shift in emphasis suggests that contemporary capitalism creates conditions in which ethical consumption is costly in terms of money, time and effort. Rather than the responsibilising rhetoric of the ‘gap’, the ‘cap’ acknowledges the plethora of systemic pressures that make it difficult for consumers to consume ethically and invites researchers to look elsewhere for solutions. The second contribution of this paper is to follow Grayling (2019) in delineating the character of ethics from the concept of morality, which is more suggestive of obligations and duties. With this etymology in mind, it is argued that other market actors can do much more to remove problematic choices from the market and thus raise the mean market morality. Attending to the average morality of markets instead of emphasising capped ethical consumerism treads a difficult conceptual path between conflicting political positions, but may buy enough time for viable socioeconomic alternatives to neoliberalism to emerge and expand.
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| 8. |
- Corvellec, Hervé, et al.
(författare)
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Managing the politics of value propositions
- 2014
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Ingår i: Marketing Theory. - : SAGE Publications. - 1741-301X .- 1470-5931. ; 14:4, s. 355-375
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Tidskriftsartikel (refereegranskat)abstract
- Purpose: The purpose of this paper is to provide an understanding of value co-creation in services as a multidimensional political construct that takes place across different “regimes of value” (Appadurai 1986). Design/Methodology/Approach: A case study of waste management services in Sweden serves as an illustration of how this construct takes place. Findings: There is a strategic potential for service providers to engage in a “politics of value” (Appadurai 1986) that makes use of the multidimensionality of the value creation process. Research implications: Service scholars are encouraged to redirect their efforts from trying to define the essence of value to unfolding the conditions under which value is created. Practical implications: We invite service providers to engage with the possibilities of developing a politics of value that draws on the co-existence of different regimes of value. Originality/Value: The argument re-directs the discussion on value creation from the nature of value creation in services to the conditions under which service organizations create value in practice.
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| 9. |
- Cova, Bernard, et al.
(författare)
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Brand volunteering : Value co-creation with unpaid consumers
- 2015
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Ingår i: Marketing Theory. - : SAGE Publications. - 1470-5931 .- 1741-301X. ; 15:4, s. 465-485
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Tidskriftsartikel (refereegranskat)abstract
- Through collaborative marketing approaches, companies invite consumers to provide unpaid contributions. Companies commonly do this in the realm of brand communities. The key question this article addresses is how can a company lead consumers to offer unpaid contributions to brands as an act of free will? To answer this question, we develop a framework based on volunteer commitment research to study the actions a company takes to engage consumers in unpaid work for brands. We use this framework to analyse the online collaboration promoted by the carmaker Fiat with its brand community of Alfa Romeo enthusiasts (Alfisti). The research introduces the notion of brand volunteers, that is, brand enthusiasts who are committed to providing unpaid work for the exclusive benefit of the brand. With this notion, the article discusses the possibility of exploiting consumers in value co-creation and the existence of compromises, signifying an agreement between two collaborating parties in which one party (in our case, the consumer) temporarily puts aside possible sources of conflict.
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| 10. |
- Denegri Knott, Janice, 1977, et al.
(författare)
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Platformised possessions and relational labour
- 2024
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Ingår i: Marketing Theory. - 1470-5931 .- 1741-301X. ; 24:1, s. 23-44
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Tidskriftsartikel (refereegranskat)abstract
- In this article, we focus on relational labour as a form of emotional labour associated with the use of platformised possessions, such as pins, messages, photos, videos and playlists hosted on digital platforms, to maintain relationships with friends and family. We argue that this ongoing effort is a type of consumer labour because it generates profitable engagements for digital platforms, which intentionally exploit negative emotions, namely, anxiety and guilt, associated with maintaining social connections. Drawing on 47 depth interviews with people living in the South of the UK, we identify the direct (communication via platforms) and indirect (information gathered via platforms to attain relational goals) relational work undertaken by consumers via their platformised possessions. We then consider the emotional experiences related to this work, demonstrating how such experiences differ from reports of possession work on material goods, while maintaining platform profits. Recognising that this work is the basis of much platform engagement, and hence profit, we further show how this effort becomes a form of unpaid labour. We thus contribute to the nascent literature on platformisation and emotion, to broader studies of possession work, and to critical marketing scholarship on consumer labour.
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