Toward a Bakhtinian typology of ambient advertising

Ambient advertising represents a growing sector of creative advertising practice, but has garnered little academic research. This paper aims to provide a theoretical foundation for the examination of ambient advertising's place within the marketing communication mix. The author presents a typology of ambient advertising based on the theory of the chronotope by Mikhail Bakhtin (1895–1975), the creative expression of the intersection between temporal and spatial dimensions, arguing that this represents the most fecund model for exploring the way in which ambient advertising seeks to harness the matrix of time and place. The typology offers a rationale for comparing different ambient campaigns on the basis of the degree to which they clearly express a particular chronotope and goes on to link this to a consideration of rhetorical persuasiveness.     

Exploring consumer attitudes to online collaborative consumption: A typology of collaborative consumer profiles

Online collaborative consumption enhances peer networks, members of which communicate, collaborate, and even deliver services to one another via digital sharing platforms. Despite the tremendous increase in collaborative consumption, due in large part to the development of the Internet, the reality of the economic and social movements that underpin this trend is much less visible. Of course, not all consumers seek collaborative consumption or interact through online platforms. Using a qualitative approach, this paper aims to investigate motivational factors and barriers against collaborative consumption and to establish a typology of collaborative consumer profiles, identifying the most suitable type of online sharing platforms for each profile. The findings reveal the following collaborative consumer profiles: committed, pragmatists, intermittent, and skeptical, each demonstrating different preferences for the different type of online sharing platform.     

Dual boundary spanning: Toward a typology of outside‐in open innovation in the Canadian context

The extant literature runs short in understanding openness of innovation regarding and the different pathways along which internal and external knowledge resources can be combined. This study proposes a unique typology for outside‐in innovations based on two distinct ways of boundary spanning: whether an innovation idea is created internally or externally and whether an innovation process relies on external knowledge resources. This yields four possible types of innovation, which represent the nuanced variation of outside‐in innovations. Using historical data from Canada for 1945–1980, this study unveils different implications of these innovation types for different levels of innovation novelty. Copyright © 2016 ASAC. Published by John Wiley & Sons, Ltd.     

Sustainable consumer empowerment through critical consumer education: a typology of consumer education approaches

It has always been assumed that consumer education serves the purpose of empowering people in their consumer role. This paper reviews the conventional understanding of consumer education and empowerment and then suggests an alternate approach. The argument is made for consumer education that helps people find their inner power and social potential to challenge the status quo, to change the system from a holistic perspective. Consumer empowerment of this type is totally self‐sustaining. Once learned, it cannot be unlearned. This form of sustainable consumer empowerment is the preferred direction for the future of consumer education.