Dialectic critical realism in business marketing: dialectic customer portfolio management

IF 3.6 4区 管理学 Q2 BUSINESS
Markus Vanharanta, Phoebe Wong
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Abstract

Purpose This study aims to contribute to the field of customer portfolio management by proposing a novel approach rooted in dialectic critical realism (DCR). DCR, as an ontological theory, enables a fundamental reimagining of customer portfolio management as a dialectic process. The conceptualized dialectic portfolio management is motivated by the concept of “absence”, akin to Hegelian “antithesis”, which highlights limitations, problems and tensions in portfolio management. In essence, “absence” serves as a diagnostic tool that directs portfolio actions towards resolving problems by pursuing a more comprehensive “totality”, similar to the Hegelian notion of “synthesis”. Design/methodology/approach This conceptual paper theorizes DCR in business marketing and customer portfolio management. Findings DCR conceptualizes customer portfolios as relational structures characterized by omissions and tensions. These issues are addressed through a dialectic synthesis aimed at achieving a more comprehensive “totality”. Consequently, DCR guides portfolio management to continually re-think the connections and distinctions that define a portfolio within its network context. This dialectic process is facilitated by a novel vocabulary that enhances the understanding of network and portfolio relations, incorporating concepts such as “intrapermeations”, “existential constitutions”, “intra-connections” and “intensive” and “extensive” portfolio practices. Originality/value This study aims to foster a fresh and process-oriented perspective on portfolio management, drawing inspiration from the growing demand for enriched dialectic theorizing within the realm of business marketing. The adoption of a dialectic process orientation based on DCR revolutionizes the comprehension of portfolio management by fundamentally reimagining the underlying ontological assumptions that underpin the existing body of literature on customer portfolios. Moreover, DCR asserts that ethical considerations are inextricably linked to human experiences and associated practices, emphasizing ethics as an integral component of customer portfolio management.
企业营销中的辩证批判现实主义:辩证客户组合管理
本研究旨在提出一种基于辩证批判现实主义(DCR)的新方法,为客户投资组合管理领域做出贡献。DCR,作为一个本体论理论,使客户投资组合管理作为一个辩证过程的基本重新构想成为可能。概念化的辩证法投资组合管理的动机是“缺席”的概念,类似于黑格尔的“对立”,它强调了投资组合管理中的局限性、问题和紧张。本质上,“缺失”作为一种诊断工具,通过追求更全面的“整体”(类似于黑格尔的“综合”概念),指导投资组合行动解决问题。这篇概念性的论文将DCR在商业营销和客户组合管理中理论化。DCR将客户组合概念化为以遗漏和紧张为特征的关系结构。这些问题是通过辩证的综合来解决的,目的是实现更全面的“总体”。因此,DCR指导项目组合管理不断地重新思考在其网络环境中定义项目组合的连接和区别。这种辩证过程是由一种新的词汇促进的,这种词汇增强了对网络和投资组合关系的理解,结合了诸如“内部渗透”、“存在构成”、“内部联系”以及“密集”和“广泛”投资组合实践等概念。原创性/价值本研究旨在培养一种新的、以过程为导向的投资组合管理视角,从商业营销领域对丰富的辩证法理论的日益增长的需求中汲取灵感。基于DCR的辩证过程导向的采用,通过从根本上重新构想支持现有客户投资组合文献的潜在本体论假设,彻底改变了对投资组合管理的理解。此外,DCR主张道德考虑与人类经验和相关实践密不可分,强调道德是客户投资组合管理的一个组成部分。
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来源期刊
CiteScore
6.60
自引率
25.80%
发文量
143
期刊介绍: The Journal of Business & Industrial Marketing (JBIM) publishes research on new ideas concerning business-to-business marketing, that is, how one company or organization markets its goods/services/ideas to another company or organization. It is a valuable source for academics, directors and executives of marketing, providing them with new, fresh insights which are applicable within real life settings. JBIM''s emphasis on insistence of proof is one of the cornerstones of its success and its reputation. Contributors to the journal must not only present new theories or ideas, but also back them up with research. In the process, many myths are exploded, philosophies reinvented and the scene set for topical debate on critical issues in B2B marketing. The B2B landscape evolves and so does the research that explores the emerging features and properties of B2B markets. From 2019 the journal hosts the IMP Forum that invites research advancing the boundaries of B2B marketing. Prior research has evidenced that interactivity and interdependences characterize interorganizational business relationships. The Forum aims to bring out research that explores interactivity and interdependences in business relationships and their implications for marketing management, business development and for society at large. Coverage: -Competition and cooperation- Networks in business markets- Buyer behaviour – purchasing and supply management- Managing product offerings- New product development and innovation- Networks in business markets- Distribution and routes to market- Market and customer communication - Customer relationship management- Sales and key account management- Organizing for global markets -
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