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- Alexander, Matthew, et al.
(author)
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Value co-destruction : Problems and solutions
- 2023
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In: AMS Review. - : Springer New York. - 1869-814X .- 1869-8182.
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Journal article (peer-reviewed)abstract
- The concept of value co-creation (VCC) is central to service-dominant logic (SDL) and forms its second axiom, namely that “Value is cocreated by multiple actors, always including the beneficiary” (Vargo & Lusch, 2016, p.8). In parallel with the evolution of VCC in SDL, the term “value co-destruction” (VCD) has also emerged within the services and marketing literature (Echeverri & Skålén, 2011; Plé & Cáceres, 2010). Value co-destruction is pitched as a reverse concept to VCC—another side of the same coin (Plé, 2017)—capturing how interactions, practices, and resource integrations between actors might have negative impacts on value formation. Research on VCD has both expanded and fragmented (Echeverri & Skålén, 2021), but the concept has not been subject to the same scrutiny as VCC. In this article, we question the logic underpinning VCD conceptualization and problematize its use. We articulate three specific problems: first, the need to view VCC as a normative statement; second, a logical flaw in how VCD captures negative outcomes; and third, an issue with the “co” in co-destruction. We offer two solutions for researchers in this area: first, given that VCC is representative of a metatheory, we present mid-range theories as providing opportunities for exploring the role of valence in interactive service experiences; second, we identify literature that presents a continuum of contrasting negative and positive value outcomes.
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| 2. |
- Berthon, Pierre R., et al.
(author)
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Brands and Burlesque : Toward a Theory of spoof Advertising
- 2012
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In: AMS Review. - : Springer Science and Business Media LLC. - 1869-814X .- 1869-8182. ; 2:2-4, s. 88-98
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Journal article (peer-reviewed)abstract
- Parody, or spoof advertising, is as old as advertising itself. However, the rise of consumer generated content and its rapid diffusion have created a veritable epidemic of spoof ads aimed at companies and their brands. Brands are increasingly becoming the targets of burlesque. Marketers, faced with a loss of control over their message, are left wondering why some brands are mercilessly ridiculed while others seem impervious and immune. In this paper we address the central question of “which brands are most at risk of being parodied, and why?” To this end we develop a theory of spoof advertising based on the literatures of burlesque, satire, and caricature. We then apply the theoretical model to a well-known spoof ad to illustrate the theory’s explanatory power. Finally, we discuss avenues for future research in this area.
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| 4. |
- Flaig, Alexander, 1990-, et al.
(author)
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Market-shaping phases : a qualitative meta-analysis and conceptual framework
- 2021
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In: AMS Review. - : Springer. - 1869-814X .- 1869-8182. ; 11, s. 354-374
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Journal article (peer-reviewed)abstract
- This study explores the potential existence of reoccurring patterns in market-shaping processes by employing a qualitative meta-analysis to analyze 79 case studies on market-shaping. Through the evidence-based synthesis of qualitative data, we extract 20 generalized market-shaping activities that inform and form the foundation of a three-phased market-shaping process. This conceptual framework divides the market-shaping process into the phases of infusion, formation and retention. By applying our conceptual framework to the qualitative dataset, we explore the presence of market-shaping phases and provide further insights into the interdependences and dynamics between multiple, simultaneously occurring, market-shaping processes. By providing a structured market-shaping process, we attempt to reduce the overall complexity of the market-shaping phenomenon and facilitate the operationalization of the phenomenon for further market-shaping research. Additionally, our conceptualization provides practitioners with a framework to analyze the market-shaping efforts of other market actors and support the design of their own market-shaping strategies.
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| 6. |
- Kjellberg, Hans, et al.
(author)
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Theorizing markets
- 2021
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In: Academy of Marketing Science Review. - : Springer US. - 1869-8182 .- 1869-814X. ; 11:3-4, s. 207-215
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Journal article (other academic/artistic)abstract
- Almost 60 years ago, Wroe Alderson (1965: 23) suggested “a theory of marketing explains how markets work.” To us, markets are indeed central to our discipline, and we believe marketing scholars have a unique opportunity to contribute important insights about markets that complement those of economics and economic sociology. With this in mind, we have found it both surprising and worrying that the marketing discipline devotes so little effort, relatively speaking, to theorizing markets. Granted, the situation has improved in the past two decades. Pioneering contributions by Rosa et al (1999) and Jaworski et al (2000) have been followed by a surge in research on markets drawing on service-dominant logic (e.g. Storbacka & Nenonen, 2011; Vargo & Lusch, 2011), consumer culture theory (e.g. Peñaloza & Mish, 2011), actor-network theory (e.g. Kjellberg & Helgesson, 2006, 2007; Martin & Schouten, 2014), systems theory (e.g. Giesler & Fischer, 2017; Vargo et al., 2017), and neoinstitutional organization theory (e.g. Humphreys, 2010; Scaraboto & Fischer, 2012). Today, there are several partially overlapping research streams focusing on markets in our discipline, including market system dynamics (Giesler & Fischer, 2017), markets-as-practice (Araujo et al., 2008; Geiger et al., 2012), markets as service ecosystems (Vargo & Akaka, 2012), market shaping (Nenonen et al., 2019) and market driving (Maciel & Fischer, 2020; Schindehutte et al., 2008). This development has also benefitted from parallel efforts in other social science disciplines, notably in economics (Roth, 2008), economic sociology (Fligstein, 2001; Fourcade, 2007; White, 2002), (strategic) management (Gurses & Ozcan, 2015; Santos & Eisenhardt, 2009), economic geography (Berndt & Boeckler, 2012; Christophers, 2014) and science and technology studies (Callon, 1998; MacKenzie, 2006).
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| 7. |
- Koskela-Huotari, Kaisa, et al.
(author)
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Formalizing service-dominant logic as a general theory of markets: taking stock and moving forward
- 2021
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In: Academy of Marketing Science Review. - : Springer Science and Business Media LLC. - 1869-814X. ; 11:3-4, s. 375-389
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Journal article (peer-reviewed)abstract
- Advancement of the marketing discipline requires a marketing-based, general theory of markets. However, most academic marketing is developed from normative theories of economics and direct application of psychological and sociological theories. Indigenous marketing theories about markets are rare but can increase the relevance of marketing scholarship. Although theories are never fully finalized, theoretical formalizing processes can establish a general framework for theory development on markets. The aim of this paper is to provide a conceptual base for a general theory of markets by explicating the ongoing progression toward formalization of service-dominant (S-D) logic. We outline a recursive, cocreative process of theory formalization to take stock of the status of S-D logic’s development so far—what has been done and what we know and don’t know about markets. We propose specific areas of inquiry and research directions for moving forward in developing a general theory of markets that is indigenous to marketing. © 2021, Academy of Marketing Science.
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| 8. |
- Nenonen, Suvi
(author)
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Resurrecting marketing : Focus on the phenomena
- 2022
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In: Academy of Marketing Science Review. - : Springer US. - 1869-8182 .- 1869-814X. ; 12:3-4, s. 174-176
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Journal article (peer-reviewed)abstract
- This commentary provides three complementary perspectives to the Hunt et al. (2022, in this issue) article “The marketing discipline’s troubled trajectory: The manifesto conversation, candidates for central focus, and prognosis for renewal.” First, the evolution of marketing as an academic discipline should be assessed also in relation to other fields. Second, it is time for an honest stocktake of the wider impact of marketing to societies and the biosphere. Third, an enduring and fruitful sense of community for marketing scholars could be found from marketing phenomena instead of the always contested theoretical perspectives.
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| 10. |
- Conduit, Jodie, et al.
(author)
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User circularity practices : Adopting a user stewardship perspective for a circular economy
- 2023
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In: AMS Review. - : Springer. - 1869-814X. ; 13, s. 211-231
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Journal article (peer-reviewed)abstract
- Humanity is depleting the planet’s natural resources at an unsustainable rate. The pursuit of a circular economy is a strong, viable means of reversing this trend; however, it will require users to take responsibility for the proper application and protection of resources for future generations. While the daily practices of users play a significant role in enabling a circular economy, this role has largely been overlooked in current literature. Our research synthesizes knowledge from the circular economy and marketing literatures, and draws on stewardship theory to better understand the user’s role in the circular economy. Specifically, we introduce a resource stewardship framework from a user perspective. This framework specifies a set of user circularity practices to minimize the extraction of finite resources, while conserving and regenerating resources already in circulation for future use. These practices occur at various stages in the resource life cycle and include minimizing the sourcing and use of finite resources, (re)designing products and services to use less resources, and optimizing the value potential from resources through extending their life cycle and recovering resources for future use. With this framework, we redefine the role of users as resource stewards and advance the rather narrow and fragmented considerations of user contributions to the circular economy, laying the foundation for more caring and responsible users and a future research agenda.
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