Journal of Historical Research in Marketing最新文献

{"title":"My journey through marketingland","authors":"E. Gummesson","doi":"10.1108/JHRM-12-2018-0060","DOIUrl":"https://doi.org/10.1108/JHRM-12-2018-0060","url":null,"abstract":"The purpose of this viewpoint is to analyze and interpret the author’s career as a researcher in marketing.,This viewpoint applies case theory (Gummesson, 2017a), in which the author is the case.,One should respect the difficulty of understanding the complex and dynamic world of marketing and not be fooled into premature generalizations and reverence to established theory.,The emphasis is on marketing as a revenue-generating activity through interaction in the network of complex relationships; the need for less ritualistic research methodology; and the orientation toward theory generation, decision-making, implementation and achievement of desired results.","PeriodicalId":44447,"journal":{"name":"Journal of Historical Research in Marketing","volume":null,"pages":null},"PeriodicalIF":0.3,"publicationDate":"2019-11-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1108/JHRM-12-2018-0060","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47861961","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"A. Fuat Firat: a personal history","authors":"A. Firat","doi":"10.1108/JHRM-01-2019-0003","DOIUrl":"https://doi.org/10.1108/JHRM-01-2019-0003","url":null,"abstract":"This paper aims to explore the personal and academic growth of A. Fuat Firat as one example of his academic life.,This is a more personal history, in addition to the 2014 academic history of A. Fuat Firat","PeriodicalId":44447,"journal":{"name":"Journal of Historical Research in Marketing","volume":null,"pages":null},"PeriodicalIF":0.3,"publicationDate":"2019-11-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1108/JHRM-01-2019-0003","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43116875","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Ruby Roy Dholakia: autobiographical reflections of a female marketing academic","authors":"R. Dholakia","doi":"10.1108/JHRM-12-2018-0062","DOIUrl":"https://doi.org/10.1108/JHRM-12-2018-0062","url":null,"abstract":"In a very personal reflection, this paper aims to trace the academic trajectory of a female marketing academic in a very male-dominated discipline. It also highlights the struggle balancing work and family, as well as protecting an immigrant identity in a foreign culture.,Given the period and unique conditions of the author’s academic journey, this highly personal retrospective account is based on recall of significant events that have shaped my singular experience. It attempts to capture the experience of an immigrant female novice navigating not only a foreign culture but also a very male-dominant discipline.,While times have changed and gender barriers are lower today, challenges remain. In addition, the set of choices faced by women with partners in the same discipline differ significantly and complicate the family-work balance decisions. There is no one set of path that can be followed.,While there is a professional cost to deviating from the mainstream, pursuing alternatives to the dominant topics is vital to advancing the health and relevance of the marketing discipline. The relationships between marketing and development have been an important topic for me; however, these macromarketing topics continue to be neglected. Given the current socio-economic-political conditions globally, perhaps future marketing scholars will devote greater attention to these topics.,This is purely the author’s personal reflection of a journey that began accidentally. It also occurred in the 1970s when women were rare in the business world, particularly business academia. It offers a retrospective comparison to male peers who, aside from their individual talents and history (Belk, 2017; Firat, 2014; Holbrook, 2017), were achieving their professional goals at a similar period. It also provides some historical context that can be compared to experiences of other female pioneers in marketing academia and marketing practice (Bolton, 2017; Tadajewski and Maclaran, 2013; Zeithaml, 2017).","PeriodicalId":44447,"journal":{"name":"Journal of Historical Research in Marketing","volume":null,"pages":null},"PeriodicalIF":0.3,"publicationDate":"2019-11-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1108/JHRM-12-2018-0062","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48104493","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Nikhilesh Dholakia: critical path, perils and unending quest","authors":"N. Dholakia","doi":"10.1108/JHRM-12-2018-0064","DOIUrl":"https://doi.org/10.1108/JHRM-12-2018-0064","url":null,"abstract":"The purpose of this paper is to trace the personal and intellectual evolution of the author via an autobiographic approach.,Personal, reflective, interpretive, historical narrative.,For the author, the writing of this paper opened new and reflective windows on personal and intellectual evolution, and similar effects may happen with some of the readers.,Some of the critical directions suggested herein could possibly inspire innovative critical marketing work.,There may be some insights on how to blend observations of the world at large with critical theories gleaned from the literature.,The paper offers reflections of the unequal, unjust state of the world, and this could inspire others to seek innovative ameliorative pathways.,As an autobiographical narrative, this paper – by definition – is original and unique.","PeriodicalId":44447,"journal":{"name":"Journal of Historical Research in Marketing","volume":null,"pages":null},"PeriodicalIF":0.3,"publicationDate":"2019-11-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1108/JHRM-12-2018-0064","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43754199","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Jagdish N. Sheth: reflections of an accidental scholar","authors":"J. Sheth","doi":"10.1108/JHRM-01-2019-0001","DOIUrl":"https://doi.org/10.1108/JHRM-01-2019-0001","url":null,"abstract":"The aim of this paper is to demonstrate that scholarship is all about challenging the prevailing wisdom by offering an alternative perspective or explanation. Hopefully, the author’s journey of more than 50 years will inspire others to be eclectic and become deep generalists.,It is an autobiographical evaluation of an accidental scholar. It emphasizes that an educator is more than a scientist or a priest or a public servant. It is all of them. Educators are in the business of making ordinary people extraordinary. They are diamond cutters who are entrusted by society with its rough diamonds to get their brilliance out and make them useful to themselves, the society and the community.,Over 50 years, marketing has evolved and adapted to the external environment, including technology revolution, changing demographics, global competition and geopolitics. This provides enormous opportunity for the next generation of scholars to establish their own identity in managerial marketing, consumer behavior or marketing analytics.,While publishing in the top journals is both necessary and desirable in the early stages of an academic career, it is also important to make an impact on practitioners by publishing professional books.,According to Peter Drucker, there are only two functions of business: innovation and marketing. While innovation is admired by everyone, marketing can also become a positive force for a better world.,Lessons learnt over time from different encounters and circumstances in research, teaching and service are important to document. In the end, according to the author, they are all academic entrepreneurs.","PeriodicalId":44447,"journal":{"name":"Journal of Historical Research in Marketing","volume":null,"pages":null},"PeriodicalIF":0.3,"publicationDate":"2019-11-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1108/JHRM-01-2019-0001","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42806912","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"“For quiet nerves and steady poise”","authors":"Jayne Krisjanous, P. Wood","doi":"10.1108/jhrm-10-2018-0051","DOIUrl":"https://doi.org/10.1108/jhrm-10-2018-0051","url":null,"abstract":"\u0000Purpose\u0000The purpose of this paper is to examine advertising placed within Kai Tiaki: The Journal of Nurses of New Zealand. The periodization for this study is 1908-1929, a chronological time span and approach that incorporates the first issue of the Kai Tiaki in 1908 and ending 1929, thus representing the launch of the journal and first two decades of its production. During this period, New Zealand nursing was emerging as an organised and professionalised body of health-care workers. At the same time, New Zealand, Britain’s most distant “dominion”, was beginning to realise its own nationhood and growth.\u0000\u0000\u0000Design/methodology/approach\u0000The primary source of data was digitalised Kai Tiaki issues between 1908 and 1929. Each four issues for every year were analysed. All advertisements were coded (n = 1895), followed by a qualitative content analysis in which key themes were derived.\u0000\u0000\u0000Findings\u0000Five overarching themes were found. The two main themes were the proliferation of therapeutic “tonics” and the second the relationship of nurses to them that was profiled by advertisers. The three remaining themes were accommodations, lifestyle and the nurses “role” as nurse, handmaiden or mother. Conclusions discuss reasons for key findings, and, in particular, the reinforcement of the traditional nursing role, which was often at odds with the increased technological roles and responsibilities nurses were undertaking. In turn, advertisers saw the nursing profession as a new and potentially lucrative market of women with disposable income and influence in the health field.\u0000\u0000\u0000Originality/value\u0000To date, there is a scarcity of marketing analysis that examines advertising placed in trade journals and in particular for early twentieth century health-care professionals. Through a lens of advertising analysis, this study investigates the advertising nursing readership of the day was exposed to and the motives and tactics used by those interested in expanding both health-care worker and consumer markets through a singular strategy.\u0000","PeriodicalId":44447,"journal":{"name":"Journal of Historical Research in Marketing","volume":null,"pages":null},"PeriodicalIF":0.3,"publicationDate":"2019-11-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1108/jhrm-10-2018-0051","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48372369","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"The German advertising industry – from 1950 to 2018","authors":"D. Hesse, Katja Lurie","doi":"10.1108/jhrm-09-2018-0042","DOIUrl":"https://doi.org/10.1108/jhrm-09-2018-0042","url":null,"abstract":"\u0000Purpose\u0000The purpose of this paper is to review the development of the German advertising industry starting from 1950 to 2018 with a special focus on the American influence.\u0000\u0000\u0000Design/methodology/approach\u0000The paper uses the oral history methodology. The content is based on 27 semi-structured interviews with current and former experts from the German and American advertising industry. An analysis of secondary sources supports the line of argumentation.\u0000\u0000\u0000Findings\u0000The paper confirms the outstanding role of the American influence on the German advertising industry, owing to new standards of professionalism, to novel versions of terminology and to the introduction of the theory of marketing. However, incompatible management styles, increasing global competition and financial pressure diminished the impact. Likewise, the American interference did not suppress the development of specific German industry characteristics such as a strong entrepreneurial culture or sustainable leadership.\u0000\u0000\u0000Originality/value\u0000This paper provides an overview of the history of German advertising with a focus on advertising agencies in the period from 1950 to today (2018). Further, this paper assesses the special impact of the American influence on the German advertising industry. Further, subjects of investigation are particularities of the German advertising industry, such as special attributes of agency leaders and their relationship with clients, distinct versions of ownership structures, agency service offerings and, finally, the role of creativity.\u0000","PeriodicalId":44447,"journal":{"name":"Journal of Historical Research in Marketing","volume":null,"pages":null},"PeriodicalIF":0.3,"publicationDate":"2019-10-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1108/jhrm-09-2018-0042","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43612545","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"J. Walter Thompson: the origin and development of account planning","authors":"C. Sánchez-Blanco","doi":"10.1108/jhrm-09-2018-0041","DOIUrl":"https://doi.org/10.1108/jhrm-09-2018-0041","url":null,"abstract":"\u0000Purpose\u0000This paper aims to clarify whether J. Walter Thompson (JWT)’s planning and research tradition gave rise to the concept of Account Planning. In addition, it seeks to analyse the different planning methodologies that preceded Account Planning to highlight how it emerged at JWT London. A further goal is to understand the impact of Account Planning, which sought to achieve effective advertising through detailed consumer insight and has transformed the multinational JWT as a whole and the advertising sector in general.\u0000\u0000\u0000Design/methodology/approach\u0000The methodology is based mainly on the analysis of primary research conducted on original files donated to Duke University Library (North Carolina, USA) by the multinational J. Walter Thompson.\u0000\u0000\u0000Findings\u0000Account Planning emerged in 1968 in London as a consequence of the research and planning tradition that already existed at JWT. JWT’s corporate culture established the importance of the Account Planning approach that was valued by advertisers and spread to all offices. The planning tools used by the multinational today are updated versions of those that were designed from 1960 onwards.\u0000\u0000\u0000Research limitations/implications\u0000The historical approach taken here precludes an analysis of the current reality of Account Planning. In future research, it would be useful to carry out in-depth interviews with professionals to explore how they apply planning tools that represent updated versions of those that were developed 50 years ago.\u0000\u0000\u0000Originality/value\u0000This paper’s main interest lies in the fact that it is based on original, unpublished sources, an approach that makes it possible to reassess previous findings.\u0000","PeriodicalId":44447,"journal":{"name":"Journal of Historical Research in Marketing","volume":null,"pages":null},"PeriodicalIF":0.3,"publicationDate":"2019-09-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1108/jhrm-09-2018-0041","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46195170","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Materialism, television and social media – analysis of the transformation of post-colonial Indian market","authors":"Karthik Selvanayagam, Varisha Rehman","doi":"10.1108/JHRM-03-2018-0011","DOIUrl":"https://doi.org/10.1108/JHRM-03-2018-0011","url":null,"abstract":"\u0000Purpose\u0000This paper aims to, first, analyze the transformation of the Indian market by extending Sreekumar and Varman’s (2016) work on history of marketing in India into the post-colonial era; second, trace the emergence and adoption of various media technologies in the post-colonial Indian market; third, identify the evolving trends in marketing practices alongside the penetration of these media technologies in the market; and finally, argue the need for mindful adoption of marketing practices in the Indian market, rather than direct replication of Western practices.\u0000\u0000\u0000Design/methodology/approach\u0000The historical perspective on the post-colonial Indian market is done through extant literature review and analysis of marketing practices by iconic brands in the Indian market.\u0000\u0000\u0000Findings\u0000This research reveals that the adoption of Western marketing practices by brands in the Indian market has led to increasing materialistic consumption patterns among consumers. Furthermore, such practices in the social media technology era impose individualistic values in the Indian consumers, contrary to the cultural values of the country. Therefore, this research posits the need for mindful marketing practices to be adopted for the Indian market.\u0000\u0000\u0000Social implications\u0000This research shows warning signs of growing materialistic values among Indian consumers and the implications of marketing strategies on the society as a whole.\u0000\u0000\u0000Originality/value\u0000This study is a first of its kind in highlighting the transformation of the post-colonial Indian market by integrating actual marketing campaigns over this period with literature to present the various issues in the current state of the market.\u0000","PeriodicalId":44447,"journal":{"name":"Journal of Historical Research in Marketing","volume":null,"pages":null},"PeriodicalIF":0.3,"publicationDate":"2019-08-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1108/JHRM-03-2018-0011","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47517398","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"The Indian Patola: import and consumerism in early-modern Indonesia","authors":"Soniya Billore, Hans Hägerdal","doi":"10.1108/JHRM-03-2018-0009","DOIUrl":"https://doi.org/10.1108/JHRM-03-2018-0009","url":null,"abstract":"\u0000Purpose\u0000The present paper aims to focus on the Indian influence in the transfer of, the business of and consumer markets for Indian products, specifically, textiles from producers in the South Asian subcontinent to the lands to the east of Bali. This aspect of the influence of Indian products has received some attention in a general but not been sufficiently elucidated with regard to eastern Indonesia.\u0000\u0000\u0000Design/methodology/approach\u0000This paper is based on archival research, as well as secondary data, derived from the published sources on early trade in South Asia and the Indian Ocean world. The study includes data about the Vereenigde Oost-Indische Compagnie, a Dutch-owned company, and its textile trade history with India and the Indonesian islands with a special focus on Patola textiles. Narratives and accounts provide an understanding of the Patola, including business development and related elite and non-elite consumption.\u0000\u0000\u0000Findings\u0000The paper shows how imported Indian textiles became indigenised in important respects, as shown in legends and myths. A search in the colonial sources demonstrates the role of cloth in gift exchange, alliance brokering and economic network-building in eastern Indonesia, often with important political implications.\u0000\u0000\u0000Research limitations/implications\u0000The study combines previous research on material culture and textile traditions with archival data from the early colonial period, thus pointing at new ways to understand the socio-economic agency of local societies.\u0000\u0000\u0000Originality/value\u0000Only mapping the purchase and ownership of trading goods to understand consumption is not enough. One must also regard consumption, both as an expression of taste and desire and as a way to reify a community of people.\u0000","PeriodicalId":44447,"journal":{"name":"Journal of Historical Research in Marketing","volume":null,"pages":null},"PeriodicalIF":0.3,"publicationDate":"2019-08-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1108/JHRM-03-2018-0009","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48564682","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}