Marketing Theory最新文献_第10页

The transformation of selling for value co-creation: Antecedents and boundary conditions 面向价值共同创造的销售转型:前因与边界条件

4区管理学

Marketing Theory Pub Date : 2022-05-28 DOI: 10.1177/14705931221104519

D. Corsaro, Isabella Maggioni

{"title":"The transformation of selling for value co-creation: Antecedents and boundary conditions","authors":"D. Corsaro, Isabella Maggioni","doi":"10.1177/14705931221104519","DOIUrl":"https://doi.org/10.1177/14705931221104519","url":null,"abstract":"The selling practice is facing an unprecedented process of change that is redefining the logic of value co-creation and disrupting the nature of B2B relationships across several industries. This phenomenon is well-known in managerial practice but under-investigated at a theoretical level. Sales literature aligns on acknowledging that selling and value co-creation unfold within broader service ecosystems. However, the changes occurring in sales have been predominantly studied by focusing on the single elements affecting them. Based on a qualitative study of 48 sales experts, this research draws on the service ecosystem theory to offer a holistic perspective of the factors driving the transformation of selling for value co-creation. The proposal from the study is that value co-creation through selling is a systemic and multi-actor phenomenon, including two antecedents: Hybridization of salespeople and Digital ecosystem empowerment, two boundary conditions: Multi-actor integration and Acceleration, and 23 sub-dimensions driving change in selling. The study also provides guidance for managerial practices, which is crucial due to the high failure rate of attempts at transforming sales.","PeriodicalId":48020,"journal":{"name":"Marketing Theory","volume":"22 1","pages":"563 - 600"},"PeriodicalIF":0.0,"publicationDate":"2022-05-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45040582","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 5

Customer experiences in crisis situations: An agency-structure perspective 危机情况下的客户体验:代理结构视角

4区管理学

Marketing Theory Pub Date : 2022-05-26 DOI: 10.1177/14705931221104520

B. Tronvoll, B. Edvardsson

{"title":"Customer experiences in crisis situations: An agency-structure perspective","authors":"B. Tronvoll, B. Edvardsson","doi":"10.1177/14705931221104520","DOIUrl":"https://doi.org/10.1177/14705931221104520","url":null,"abstract":"In times of crisis, interactions and structures can change, eradicating prevailing norms and rules, with enduring unfavorable effects, and existing conceptual frameworks may fail to explain the effects of radical contextual change. In such contexts, the meaning of the customer experience is also likely to change, and touchpoints, cues, and the concept of the customer journey may prove insufficient to theorize the formation of those experiences. Adopting an agency-structure perspective, the article explores how crisis disrupts and alters structuration modalities, including space-time perception, access to resources, and institutional arrangements. To conceptualize how these contextual changes affect customer experience, we contend that it is necessary to understand the complex set of interactions among multiple actors and the structures and modalities that together shape the customer experience. Drawing on structuration theories to elucidate how disruptive contexts and crisis modalities affect the customer experience, the proposed conceptual framework identifies crisis modalities (discontinuities, accessibility, and fragmentability) that explain customer experiences in disruptive contexts as meaningful patterns of interaction informed by structure and agency. These findings can help firms to understand and manage customer experiences in disruptive contexts. In conclusion, we discuss how future research might contextualize and test the proposed framework.","PeriodicalId":48020,"journal":{"name":"Marketing Theory","volume":"22 1","pages":"539 - 562"},"PeriodicalIF":0.0,"publicationDate":"2022-05-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47546746","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 3

Writing telepathy back into marketing theory 将心灵感应写回营销理论

4区管理学

Marketing Theory Pub Date : 2022-05-21 DOI: 10.1177/14705931221095611

M. Tadajewski

引用次数: 4

The interplay between customers’ incidental and integral affects in value experience 顾客在价值体验中的偶然影响和整体影响之间的相互作用

4区管理学

Marketing Theory Pub Date : 2022-05-17 DOI: 10.1177/14705931221099314

Birgitta Sandberg, Leila Hurmerinta, Henna M Leino

引用次数: 2

Hierarchies of knowledge about intersectionality in marketing theory and practice 市场营销理论与实践交叉性的知识层次

4区管理学

Marketing Theory Pub Date : 2022-05-12 DOI: 10.1177/14705931221075372

Marcel Rosa-Salas, Francesca Sobande

引用次数: 7

Bleak signs of our times: Descent into ‘Terminal Marketing’ 我们这个时代的惨淡迹象:陷入“终端营销”

4区管理学

Marketing Theory Pub Date : 2022-05-12 DOI: 10.1177/14705931221095604

Oscar Ahlberg, Jack Coffin, J. Hietanen

{"title":"Bleak signs of our times: Descent into ‘Terminal Marketing’","authors":"Oscar Ahlberg, Jack Coffin, J. Hietanen","doi":"10.1177/14705931221095604","DOIUrl":"https://doi.org/10.1177/14705931221095604","url":null,"abstract":"Marketing theory has twisted and turned with the introduction of many theoretical innovations. Yet, despite being influenced by various critical perspectives, the general marketing discourse remains remarkably optimistic about contemporary consumer culture, its capability to produce meaning and individuality, and its potential to overcome the existential threats of the 21st century, or at least its capacity to be transformed for the better. This paper discerns a countervailing current within critical marketing thought; a smattering of scholars that resist the therapeutic urge to tell that all will be well, producing a proliferation of papers that are deeply pessimistic about conventional marketing concepts like meaningful experience, agency, and the sovereignty of the consumer ‘self’. Against the current of convention, this research seeks to address an increasing zeitgeist of bleak cultural aporia, an atmosphere of apolitical apathy where the future has increasingly been ‘cancelled’ and all that remains is a carnivalesque consumer culture that has resigned itself to extinction, even if on the semiotic surface it is increasingly ethical and ecological. The present paper catalogues this development and draws together some of its tendencies. Chief amongst these is the tendency to see the consumer as a desiring intensity immersed in vast networks of techno-capitalism and thus reduces the idea of the agentic and individualistically creative consumer into a myth at best. We propose the term Terminal Marketing to describe this pessimistic theoretical attitude, but we consider its mood as potentially producing more critical interventions than the generally critical-yet-optimistic tone of interpretive marketing.","PeriodicalId":48020,"journal":{"name":"Marketing Theory","volume":"22 1","pages":"667 - 688"},"PeriodicalIF":0.0,"publicationDate":"2022-05-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47338078","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 13

Landing in affective atmospheres 在情感氛围中着陆

4区管理学

Marketing Theory Pub Date : 2022-05-03 DOI: 10.1177/14705931221076561

Chloe Preece, Victoria L. Rodner, Pilar Rojas-Gaviria

引用次数: 12

Professional reflexivity in customer involvement: Tensions and ambiguities in between identities 客户参与中的专业反身性:身份之间的紧张和模糊

4区管理学

Marketing Theory Pub Date : 2022-04-27 DOI: 10.1177/14705931221087710

Per Echeverri

{"title":"Professional reflexivity in customer involvement: Tensions and ambiguities in between identities","authors":"Per Echeverri","doi":"10.1177/14705931221087710","DOIUrl":"https://doi.org/10.1177/14705931221087710","url":null,"abstract":"This article conceptualises how professionals, working according to customer involvement rationales in marketing contexts, experience and deal with the tension between their own identity, as regards having knowledge expertise, and the knowledge expertise they attribute to their customers. By relating the literature on professional identity to customer involvement in marketing, and by investigating this relationship in an empirical study of healthcare professionals influenced by customer involvement discourses, the article identifies the key underlying theoretical properties and mechanisms of professional reflexivity. A conceptual framework is outlined, displaying the key role of situated reflexivity by which means professionals enact ways of involving their customers, amidst a two-dimensional space defined by perceived professional and customer identities. It is argued that this conceptual framework details a social tension, between professionals and customers, that is highly visible in many service and marketing interactions and overlooked in marketing theory. It is argued that uncovering this tension adds to our understanding of why value is not always co-created in line with customer involvement rationales.","PeriodicalId":48020,"journal":{"name":"Marketing Theory","volume":"22 1","pages":"477 - 500"},"PeriodicalIF":0.0,"publicationDate":"2022-04-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47685551","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Stigmas that matter: Diffracting marketing stigma theoretics 重要的污名：营销污名理论

4区管理学

Marketing Theory Pub Date : 2022-04-25 DOI: 10.1177/14705931221087711

S. Bettany, Jack Coffin, C. Eichert, David Rowe

引用次数: 4

How brands mobilize status, reputation, and legitimacy cues to signal their social standing: The case of luxury watchmaking 品牌如何利用地位、声誉和合法性暗示来表明自己的社会地位:以奢侈制表为例

4区管理学

Marketing Theory Pub Date : 2022-04-25 DOI: 10.1177/14705931221089327

Déborah Philippe, Alain Debenedetti, Damien Chaney

引用次数: 7