| 1. |
- Andéhn, Mikael, et al.
(author)
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Performing place promotion-On implaced identity in marketized geographies
- 2020
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In: Marketing Theory. - : SAGE Publications. - 1470-5931 .- 1741-301X. ; 20:3, s. 321-342
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Journal article (peer-reviewed)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. |
- Hietanen, Joel, et al.
(author)
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Against the implicit politics of service-dominant logic
- 2018
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In: Marketing Theory. - : SAGE Publications. - 1470-5931 .- 1741-301X. ; 18:1, s. 101-119
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Journal article (peer-reviewed)abstract
- Few recent topics in marketing have met such immediate popularity and critique as Vargo and Lusch's service-dominant logic (SDL). While many have criticized SDL scholarship for a lack of cultural sophistication, coherence, and relevance, it has nevertheless maintained and expanded its own distinct stream of ideas. Recently, Vargo and Lusch have proposed that SDL could be extended into a theory of society. We criticize this notion by contrasting their views on commodity value with Marxist and post-Marxist literatures, finding SDL ill-equipped to understand consumer culture, but also continuing to propagate simplistic and misguided views of value in commodity markets. We conclude by challenging SDL's suitability as candidate for all-encompassing social theorizing because of its tacit neoliberalism.
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| 3. |
- Hietanen, Joel, et al.
(author)
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Catering to Otherness : Levinasian Consumer Ethics at Restaurant Day
- 2021
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In: Journal of Business Ethics. - : Springer. - 0167-4544 .- 1573-0697. ; 168:2, s. 261-276
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Journal article (peer-reviewed)abstract
- There is a rich tradition of inquiry in consumer research into how collective consumption manifests in various forms and contexts. While this literature has shown how group cohesion prescribes ethical and moral positions, our study explores how ethicality can arise from consumers and their relations in a more emergent fashion. To do so, we present a Levinasian perspective on consumer ethics through a focus on Restaurant Day, a global food carnival that is organized by consumers themselves. Our ethnographic findings highlight a non-individualistic way of approaching ethical subjectivity that translates into acts of catering to the needs of other people and the subversion of extant legislation by foregrounding personal responsibility. These findings show that while consumer gatherings provide participants a license to temporarily subvert existing roles, they also allow the possibility of ethical autonomy when the mundane rules of city life are renegotiated. These sensibilities also create ‘ethical surplus’, which is an affective excess of togetherness. In the Levinasian register, Restaurant Day thus acts as an inarticulable ‘remainder’—a trace of the possibility of being able to live otherwise alongside one another in city contexts.
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| 4. |
- Hietanen, Joel, et al.
(author)
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Companion for the videography 'Monstrous Organizing-The Dubstep Electronic Music Scene'
- 2018
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In: Organization. - : SAGE Publications. - 1350-5084 .- 1461-7323. ; 25:3, s. 320-334
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Journal article (peer-reviewed)abstract
- This companion essay contributes to video-based organizational research by critically assessing conventional representational modes of videographic practice and conceptualizing an expressive' ontology for videographic research. We offer an image of thought that foregrounds the creative and powerfully affective potential of both videographic work and spectatorship. To advance this perspective and to inspire future research, we present our videography (length 30 minutes) that integrates various 'expressive' elements in montage form. We use the film to scrutinize the potential of video-based research and several methodological considerations tied to it. In doing so, we argue that video-based organizing of research activities can be seen as monstrous', an entire emergent mode of aesthetic storytelling that comes into being not in capturing' or recording', but rather as an affective production of potentialities.
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| 5. |
- Hietanen, Joel, et al.
(author)
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Consuming a Machinic Servicescape
- 2016
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In: Advances in Consumer Research. ; 44, s. 304-308
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Journal article (peer-reviewed)abstract
- Consumer encounters with servicescapes tend to emphasize the harmonic tendency of their value-creating potential. We contest this assumption from a critical non-representational perspective that foregrounds the machinic and repressive potentiality of such con- sumption contexts. We offer the airport servicescape as an illustrative example.
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| 6. |
- Hietanen, Joel, et al.
(author)
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'Managerial Storytelling’ : How we produce managerial and academic stories in qualitative B2B case study research
- 2014
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In: Journal of Global Scholars of Marketing Science. - : Taylor & Francis Group. - 2163-9159 .- 2163-9167. ; 24:3, s. 295-310
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Journal article (peer-reviewed)abstract
- With a focus on case study research methods, this study continues the epistemological debate about qualitative research approaches in the IMP literature by reconsidering the reliance on managerial interviews as a primary empirical source in the production of knowledge claims. In this empirical approach, researchers seem to often treat the interview process and the analysis and reporting of research findings in a manner that generally gives situational credence to the veracity and factuality of the interview data. In line with several epistemological approaches that have already surfaced in IMP literature, this study further emphasizes the context-dependent, ephemeral and ultimately unstable nature of managerial “truths” imparted in the interviews. We argue that the data should be empathically and reflexively understood as the production of stories and their reporting as a form of academic storytelling of pragmatic academic and managerial value.
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| 7. |
- Hietanen, Joel, 1980-, et al.
(author)
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Market practices in countercultural market emergence
- 2015
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In: European Journal of Marketing. - 0309-0566 .- 1758-7123. ; 49:9/10, s. 1563-1588
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Journal article (peer-reviewed)abstract
- Purpose – The purpose of this paper is to contribute to the growing marketing literature that investigates markets as “configurations”, i.e. networks of market actors engaged in market-shaping practices and performances. As this pioneering work has been largely focused on established mainstream markets and industries driven by large multi-national companies, the present article extends practice-based market theorizing to countercultural market emergence and also to unconventional market practices shaping it. Design/methodology/approach – Insights are drawn from a four-year multi-sited ethnographic study of a rapidly expanding electronic music scene that serves as an illustrative example of emergent countercultural market. Findings – In contrast to mainstream consumer or industrial markets, the authors identify a distinctive dynamic underlying market emergence. Countercultural markets as well as their appeal and longevity largely depend on an inherent authenticity paradox that focal market actors need to sustain and negotiate through ongoing market-shaping and market-restricting practices.Practical implications – From a practitioner perspective, the authors discuss the implications for market actors wishing to build on countercultural authenticity. They highlight the fragility of countercultural markets and point out practices sustaining them, and also possibilities and challenges in tapping into them. Originality/value – The study contributes by theorizing the tensions that energize and drive countercultural market emergence. In particular, the authors address the important role of market-restricting practices in facilitating countercultural appeal that has not received explicit attention in prior marketing literature.
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| 8. |
- Hietanen, Joel, et al.
(author)
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More than meets the eye : videography and production of desire in semiocapitalism
- 2018
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In: Journal of Marketing Management. - 0267-257X .- 1472-1376. ; 34:5-6, s. 539-556
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Journal article (peer-reviewed)abstract
- In the light of the recent proliferation of interest in videographic methods in marketing and consumer research, we wish to make a call for thinking critically about the medium. In this article, we challenge traditional means of semiotic analysis and consider contexts outside aesthetic symbolism that take into account wider agencements of videographic inquiry. We sensitise thinking about videographic production to include a broad scope of influence beyond production and spectatorship. By positing a mode of desiring relationalities in semiocapitalist' markets, and through the illustrative example of pop-music videos, we show how videography not only produces symbols, but also has the tendency to discipline the viewer into particular subjective positions. We hope to add to the conceptual toolkit of aspiring video scholars and encourage them to be increasingly critical and reflexive about their potential impact.
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| 9. |
- Hietanen, Joel, et al.
(author)
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Paradox and market renewal Knockoffs and counterfeits as doppelganger brand images of luxury
- 2018
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In: Marketing Intelligence & Planning. - England : Emerald Group Publishing Limited. - 0263-4503 .- 1758-8049. ; 36:7, s. 750-763
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Journal article (peer-reviewed)abstract
- Purpose - The purpose of this paper is to continue the emerging stream of literature that has found knockoffs and counterfeits to be unobtrusive or even beneficial to luxury companies by analyzing how they produce paradoxes of meaning and contribute to the renewal of luxury markets. This is done by exploring them as doppelganger brand images that reappropriate brand imagery for their own purposes. Design/methodology/approach - This is a conceptual paper that focuses on the role of knockoffs and counterfeits in the renewal of luxury markets. Findings - The findings highlight how knockoffs and counterfeits can contribute to the emergence and cyclical diffusion of luxury. As luxury offerings are introduced to the market, knockoffs and counterfeits accelerate the snob effect, aid in anchoring trends and contribute to induced obsolescence. During diffusion, knockoffs and counterfeits can strengthen aspiration, bandwagon and herding effects. In doing so, knockoffs and counterfeits create a paradox as they simultaneously legitimize the idea of the authenticity of genuine offerings through their presence in the market and create cyclical demand for novel offerings by undermining the authenticity claims of existing luxury offerings. Thus, knockoffs and counterfeits can be understood as a paradox of luxury markets that contributes to the market cyclicality not despite but because of this paradoxical interplay. Originality/value - While research on knockoffs and counterfeiting is plentiful in the field of marketing, this is among the few studies that analyze how these offerings contribute to luxury markets and their renewal.
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| 10. |
- Hietanen, Joel, et al.
(author)
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Reimagining society through retail practice
- 2016
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In: Journal of Retailing. - : Elsevier BV. - 0022-4359 .- 1873-3271. ; 92:4, s. 411-425
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Journal article (peer-reviewed)abstract
- Marketing scholars with sociological and anthropological leanings have made great strides in uncovering strategic and theoretical implicationsof consumer collectives and consumption-driven market phenomena. It has not been very common that their perspectives have been brought to bearon retailing practice or theory. This ethnographic study examines a highly successful, globalizing, consumer-driven pop-up retail festival for itspotential lessons about social movements. It reveals new insights into logics and potentialities for retailing as a field of affordances for reimaginingsociety and social practices. It points especially to how eruptions of ‘carnivalesque mood’ unite everyday citizens to imagine change in a highlyregulated social context and how they utilize the practice of retailing collectively to actualize societal change.
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