| 1. |
- Fyrberg Yngfalk, Anna
(författare)
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‘It’s not us, it’s them!’– Rethinking value co-creation among multiple actors
- 2013
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Ingår i: Journal of Marketing Management. - 0267-257X .- 1472-1376. ; 29:9-10, s. 1163-1181
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Tidskriftsartikel (refereegranskat)abstract
- Marketing theory has conceptualised value co-creation through research on provider and consumer resource integrations. Little attention, however, has been devoted to how companies, consumers, and other stakeholders interact and co-create value in the context of multiple interactions. This study, therefore, explores co-creation by investigating the football experience, which is characterised by often-complex relations of multiple actors involved. Through a sociocultural perspective, actors’ resource integration is understood as being dependent on the shifting and contradicting interests of actors, which renders actors both enabled and also constrained in their interactive processes. This study demonstrates that actors’ contradictory resource integrations and interactions are fundamental for value to be co-created, since they give rise to new interpretations and meaning creations. In conclusion, the study reveals regulations, the media, and the collective strength of consumers to be unbalancing and yet creative mechanisms within the value co-creation process.
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| 2. |
- Gromark, Johan, et al.
(författare)
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From market orientation to brand orientation in the public sector
- 2013
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Ingår i: Journal of Marketing Management. - 0267-257X. ; 29:9-10, s. 1099-1123
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Tidskriftsartikel (refereegranskat)abstract
- This conceptual article examines brand orientation as an alternative to market orientation in the public sector. The problem with market orientation is that the focus on customers is too great; it is myopic, and lacks true interaction; it is mechanistic, and the emphasis on economic values is too strong. In this light, brand orientation becomes an interesting alternative. Brand orientation is more powerful, since it provides a holistic and balanced perspective on an organisation, diminishing the risk of too much focus on customers, which leads to myopia. Brand orientation is more robust because it emphasises continuity coupled with dynamics and interaction, diminishing the risk of short-sightedness and reactivity. Brand orientation also facilitates prioritisation of democratic values, diminishing the risk of too much focus on economic values.
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| 3. |
- Hartmann, Benjamin Julien, et al.
(författare)
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Authenticating by re-enchantment : The discursive making of craft production
- 2013
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Ingår i: Journal of Marketing Management. - 0267-257X .- 1472-1376. ; 29:7-8, s. 882-911
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Tidskriftsartikel (refereegranskat)abstract
- This paper presents an analysis of the way brand authentication operates through discursive enchantment as a series of ongoing negotiations among different market actors. We suggest that one specific type of enchantment, the concept of craft production, has been given too sparse attention in conceptualisations of authenticity. Through a qualitative multi-method inquiry based into the guitar subculture and a brand genealogy of the pseudo-Swedish guitar brand Hagstrom, we show how the rationalising trajectories of modernity can not only have disenchanting effects, but can also be dis-authenticating. We illustrate how various marketplace participants collectively engage in brand re-enchantment processes that provide the springboard for re-authenticating rationalised production through five enchanting craft discourses: vocation, dedication, tradition, mystification, and association.
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| 4. |
- Kowalkowski, Christian, et al.
(författare)
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The co-creative practice of forming a value proposition
- 2012
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Ingår i: Journal of Marketing Management. - 0267-257X .- 1472-1376. ; 28:13-14, s. 1553-1570
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Tidskriftsartikel (refereegranskat)abstract
- Using practice theory and an empirical illustration of reciprocal exchange of knowledge between resource-integrating actors, this paper contributes to Service-Dominant Logic by deepening the understanding of the innate intricacies in a co-creative practice of forming a value proposition. A co-creative practice is conceptualised as reciprocal exchange of knowledge that is mediated by the practice-related script - understandings, procedures, and engagements - that each resource-integrating actor draws upon. The paper identifies and labels the activities of this exchange - applying, assessing, adapting, and adopting - using the literature on knowledge creation and management as a point of departure. A granular analysis is provided of how the script of each resource-integrating actor mediates the activities of reciprocal exchange of knowledge when forming a value proposition
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| 5. |
- Leonidou, Leonidas C., et al.
(författare)
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Antecedents and outcomes of consumer environmentally friendly attitudes and behaviour
- 2010
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Ingår i: Journal of Marketing Management. - 0267-257X .- 1472-1376. ; 26:13-14, s. 1319-1344
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Tidskriftsartikel (refereegranskat)abstract
- With the intensification of problems relating to the environment, a growing number of consumers are becoming more ecologically conscious in their preferences and purchases of goods. This paper presents the results of a study conducted among 500 Cypriot consumers, focusing on the factors that shape consumer environmental attitudes and behaviour, as well as on the resulting outcomes. The findings confirmed that both the inward and outward environmental attitudes of a consumer are positively influenced by his/her degree of collectivism, long-term orientation, political involvement, deontology, and law obedience, but have no connection with liberalism. The adoption of an inward environmental attitude was also found to be conducive to green purchasing behaviour that ultimately leads to high product satisfaction. On the other hand, an outward environmental attitude facilitates the adoption of a general environmental behaviour, which is responsible for greater satisfaction with life. The findings of the study have important implications for shaping effective company offerings to consumers in target markets, as well as formulating appropriate policies at the governmental level to enhance environmental sensitivity among citizens.
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| 6. |
- Yamin, Mo, et al.
(författare)
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A comparative examination of consumer decision styles in Austria
- 2010
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Ingår i: Journal of Marketing Management. - 0267-257X .- 1472-1376. ; 26:11-12, s. 1021-1036
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Tidskriftsartikel (refereegranskat)abstract
- Mental orientations characterising a consumer's approach to making choices - in short, consumer decision styles - have attracted considerable interest from researchers and practitioners for their value in predicting purchasing behaviour. As a result, they play a key role for marketing activities such as market segmentation, positioning, and tailoring marketing strategies. To contribute to an internationally valid and reliable research instrument, this paper tests a well-documented and accepted research instrument, the Consumer Styles Inventory in another country context and, for the first time, with a sample (n = 225) representative of the general population. Results indicate that some dimensions seem to be universal, while national idiosyncrasies emerged as well.
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