Personal legitimising: A perspective of marketing management

This paper explains the basic social process of “personal legitimising” and illustrates its influence on marketing activity. Personal legitimising is the process by which individuals manipulate situations to suit their own agenda. The link between personal legitimising and an organisation's marketing activity was discovered using a grounded theory research strategy within a UK management consulting firm.

Personal legitimising has two groupings of behaviour, namely “obstructing existing marketing activity” and “driving new marketing activity”. Within the former are the categories of “stigmatising”, “pseudo endorsing” and “smokescreening”. The latter incorporates the categories of “latching on”, “self indulging” and “bragging”.

The paper has three parts. The first explains the basic social process of personal legitimising. The second shows how grounded theory methodology was used in this context. The third develops the possible contribution of personal legitimising to the understanding of marketing.     

Relevant for Whom? An Essay to Celebrate JBBM’s 21st Anniversary,in Favor of Paying Greater Attention to the Needs of Students and Practitioners and Less to the Interests of Peers

ABSTRACT

Purpose: To argue that useful research into business-to-business marketing must have practical relevance and that this may call for alternative methodologies to the positivistic “scientific” model favored by leading marketing journals; to suggest that citation by academic peers as measured by impact factors is only one of several criteria relevant to the assessment of academic papers; and to propose a less formulaic presentation of research to make it more accessible to students and practitioners.

Methodology/approach: Informed comment as a participant observer based on extensive experience as an academic administrator (Head of Department, Dean and Deputy Principal), Past Chairman of the Scottish Business Education Council, Past President of the Academy of Marketing, Past Chairman and Trustee Chartered Institute of Marketing, Founding Editor of 3 academic marketing journals and author of more than 50 books and 150 articles and papers.

Findings: Academic research in marketing has become distorted as a result of an excessive emphasis upon journal impact factors reported in the Social Sciences Citation Index (SSCI), which relate to only a limited selection of published research into the subject of marketing. Not only that, but the research reported largely conforms to a positivistic model that is less appropriate for social and behavioral sciences than for the pure sciences that it seeks to imitate. Nonetheless, publication in journals included in the SSCI counts for more in decisions for academic appointment and preferment than do other publications that may be demonstrated to have equal or greater impact on the audiences for which they are intended. It is argued that this imbalance should be redressed with greater attention given to instrumental knowledge and its impact on practice.

Research implications: The author’s purpose is not to disparage or call into question the quality of academic research published in the top journals, rather it is to draw attention to the distinction proposed by Shankar that recognizes the existence of an external audience and the distinction between instrumental and reflexive knowledge.

Practical implications: It is recommended that academic peer review be continued for academic papers, which would be identified as such, but that other kinds of contribution such as thought pieces, case studies, commentaries, reports, and so on be published subject to appropriate editorial review.

Originality/value/contribution: A point of view with growing support.     

Bridging boundaries in consumption,markets, and culture

ABSTRACT

This article introduces a special issue of Consumption Markets & Culture on “Bridging Boundaries in Consumption, Markets and Culture” presenting research by scholars based around the globe. Together, their work examines ways in which the dynamic relations between consumer actions, the marketplace, and cultural meanings bridge boundaries in consumption, markets, and culture. All of the studies rigorously showcase new ways of addressing enduring problems, demonstrating the rich analyzes that emerge when researchers dare to bridge boundaries between multiple perspectives in theory building.     

The Compatibility of the Marketing Concept Within the “Classified” Customer Service Culture of Department of Defense National Testing Laboratories

ABSTRACT

The role of national defense research laboratories has dramatically changed since the collapse of the Soviet Union and the relaxation of “Cold War” imperatives. As these organizations are seeking new “market oriented” opportunities, the fundamental philosophy and culture of these organizations must be examined in order to determine if such firms, historically dependent on government awards and contracts, can effectively compete in the highly competitive global economy. The purpose of this study is to examine the relative compatibility of the marketing concept with the attitudes and customer service practices of one such highly confidential organization. By initiating such inquiry, it is hoped that other research and inquiry will be undertaken with the goal being to help transition the power of these basic and applied research facilities into the private sector more efficiently.     

Changing Institutional Norms and Behavior,Not Culture

SUMMARY

This paper describes two “From-To” frameworks incorporating suggested institutional and behavioral changes that introduce experiential learning in a developing country without arousing cultural disputes. The setting is Myanmar, a country struggling to join the global economy despite severe political and economic troubles. These frameworks may be useftjl for those assisting MBA program Start-ups in other developing countries.     

“Reading” whiteness in consumer research

The concept of whiteness has been widely debated in the social sciences and humanities but has rarely surfaced as a theme in consumer research. This paper introduces whiteness theory as an additional theoretical perspective available to consumer researchers to add to those that are well established. The empirical section of the paper comprises a textual analysis of articles published in the Journal of Consumer Research from 1974–2004. The findings suggest that consumer research is dominated by “white faces” and “white spaces,” resulting in many investigators consciously or unconsciously performing whiteness. The ways whiteness can be re‐articulated to stimulate more interest within consumer research are discussed.     

Shared Vision in MNE Subsidiaries: The Role of Formal,Personal, and Social Control in Its Development and Its Impact on Subsidiary Learning

Given the strategic importance of achieving global integration and worldwide learning for most multinational enterprises (MNEs), this article focuses on “shared vision” as a critical mechanism for realizing both goals. Specifically, this paper investigates the impact of three types of control mechanisms—formal (headquarters imposed rules and decisions), personal (the presence of expatriates), and social (social interaction among subunits) control—on building shared vision in subsidiaries and examines the subsequent impact of having shared vision on subsidiary learning. Overall, data from 99 subsidiaries located in the United States and headquartered either in Europe or Japan show that personal and social mechanisms of control are effective in building shared vision whereas formal control mechanisms have no impact. Results also support a significant relationship between shared vision and subsidiary learning. © 2012 Wiley Periodicals, Inc.     

Developing Country Perspectives on Country-of-Origin Effects: The Case of the Proudly South African Campaign

ABSTRACT

Research on the effect of product country of origin (COO) also referred to as “made in campaigns” or “buy national campaigns” has attracted considerable attention from international marketing theorists for the past 40 years. This paper examines how the Proudly South African (PSA) initiative in the context of the global debate on the relevance of the concept of country of origin/buy national campaign/made in campaigns has been developed. Reference is made to other international campaigns such as Made in USA and Buy New Zealand and to the importance of the concept as a cue in the purchase decision-making process of consumers.     

Why Do We Read On‐Pack Nutrition Information so Differently? A Typology of Reading Heuristics Based on Food Consumption Goals

While prior research has extensively studied nutrition labeling use and consumer errors of judgment in the nutrition evaluation process, less attention has been paid to the consumer motivations that simplify the reading of on‐pack nutrition information. To address this gap, this study examines how food consumption goals affect consumer reading of this information. On the basis of a qualitative study, eight food consumption goals have been identified and classified into four types of motivations which impact reading behaviors: “Food Optimization,” “Food Regulation,” “Food Gratification,” and “Food as Mere Necessity.” From this typology, we derive eight on‐pack nutrition information reading heuristics as well as specific inference biases resulting from these simplifying reading strategies. This research also provides guidelines for policymakers so that nutritional messages given to consumers will be more targeted in order to promote better reading of on‐pack nutrition information at the point of sales.     

Small Business Survival

Abstract

Previous evidence given for some of the significant costs of survival for private enterprises in Guangzhou suggested that entrepreneurs may pay a significant amount in the form of dinners, gifts, and other offerings to insure survival. As a follow-up to that preliminary study, data have been collected from a cross-section of industries formally operationalizing the “costs” of survival as the means for maintaining legitimacy. The cultural context for such costs/offerings is hypothesized to be through guanxi, a traditional way of establishing social and business networks. The analyses herein suggest that guanxi costs are significantly higher for private enterprises versus all other enterprises types, i.e., state, private, township and village, domestic and foreign enterprises. Also, consistent with its cultural context, quanxi is consider to be equally important in business as in life for all types of Chinese enterprises.     

Pollay's Pertinent and Impertinent Opinions: “Good” versus “Bad” Research

Abstract

The final issue of the Journal of Advertising for 1993 contains a series of editorials about tobacco advertising. The series is keyed by Jean Boddewyn with responses from Lawrence Soley and Richard Pollay. Certainly the issue raised by Boddewyn concerning the appropriate venue for this type of research has been discussed and challenged in that series. However, the response from Pollay goes beyond the issue of where smoking/advertising related research should be published. The Pollay editorial raises additional issues for debate and contains some “facts” which call for correction.     

Competing through relationships: Grounding relationship marketing in resource‐advantage theory

A common element of all views of relationship marketing is the “co‐operate‐to‐compete” thesis. That is, to be an effective competitor often requires one to be an effective co‐operator. One implication of this thesis is that not all instances of firms co‐operating with each other constitute anti‐competitive collusion. This article argues that, although neoclassical, perfect competition theory cannot provide a theoretical foundation for relationship marketing's “co‐operate‐to‐compete” thesis, the recently developed “resource‐advantage” theory of competition can do so. Furthermore, this article uses resource‐advantage theory to address the relationship portfolio conundrum. Specifically, the paper argues that firms should develop a relationship portfolio that is comprised of relationships that constitute relational resources.     

Taking AIM at Theoretical and Pragmatic Impact: A Call for Actionable,Insightful, and Measurable Research

Ongoing debate surrounds the relative importance of theory and practice within supply chain research. Some contend that strong theory is central to knowledge advancement and its application to practice should be a secondary concern. Others argue that emphasizing theory moves the field away from its applied roots and the concerns of managers. We transcend this debate by proposing that theory and practice are separate dimensions rather than opposing concerns. Research projects can thus be strong in terms of both theory and practice, weak on both, or strong on one and weak on the other. We propose that placement within the first category requires scholars to devise research that is AIM—actionable (i.e., it provides a basis for making changes), insightful (it provides new ideas on important issues), and measurable (its effects can be quantitatively assessed). The impact of such research is magnified or dampened by the degree to which scholars achieve theoretical contextualization (i.e., adjusting the theory to reflect the setting under investigation) and theoretical calibration (i.e., alignment between theory and methods). Because “AIMing high” can deliver strong value for both scholars and managers, we encourage scholars, editors, and reviewers to embrace it in the development and evaluation of research.     

Information Sources in Advertising History. Edited and compiled by Richard W. Pollay,ed. Westport,Conn.: Greenwood Press, 1979, 330 pp

Abstract

This research examined how consumers responded to different print advertisements for a green laundry detergent. Hypotheses based on the salience literature were developed and tested in a laboratory experiment. One group considered a “green” appeal which emphasized the environmental attributes of the product. Another group considered a “non-green” appeal which emphasized the cost-saving attributes of the product. We measured each subject's involvement with the environment. Our results showed that for those highly involved with the environment, there were no significant differences in purchase intent, attitude toward the ad, and support arguments between appeals. However, for those less involved with the environment, the green appeal was significantly more persuasive than the non-green appeal in terms of the same variables.     

A Social Cognitive Perspective on the Relationships Between Ethics Education, Moral Attentiveness, and PRESOR

This research examines the relationships between education in business ethics, Reynolds’s (J Appl Psychol 93:1027–1041, 2008) “moral attentiveness” construct, or the extent to which individuals chronically perceive and reflect on morality and moral elements in their experiences, and Singhapakdi et al.’s (J Bus Ethics 15:1131–1140, 1996) measure of perceptions of the role of ethics and social responsibility (PRESOR). Education in business ethics was found to be positively associated with the two identified factors of moral attentiveness, “reflective” and “perceptual” moral attentiveness, and with the PRESOR “stakeholder view” factor. Also, reflective moral attentiveness was found to act as a mediator in the relationship between education in business ethics and the PRESOR stakeholder view factor. Evidence of gender and social desirability bias effects was also found. The implications of these relationships and social cognitive theory for improved understanding of the mechanisms by which a variety of variables have their effects on PRESOR in business are discussed.     

A Wolf in Sheep's Clothing: How Humanized,Retargeted Ads Intrude in Social Contexts

A great deal of past work has demonstrated that ads that “fit” or blend into their context evoke favorable responses because consumers perceive such ads as less intrusive. The current work posits that when aspects of the ad make persuasive intent salient—such as exposure to retargeted ads, which are generated based on consumers' past online browsing behavior—this relationship reverses such that fit between an ad and its context elicits higher perceptions of intrusiveness. Specifically, ads that present ad copy in a conversational style “fit” with a social media context on the dimension of social presence. Across three studies, we show that retargeted ads that “fit” the context on the dimension of social presence evoke higher levels of perceived intrusiveness, which, in turn, influence downstream responses such as attitudes toward the ad.     

Focus groups: history,epistemology and non-individualistic consumer research

This paper provides an overview of the development and application of focus groups. It rethinks the conventional history associated with this approach in at least four ways. We reinsert a forgotten pioneer of focus groups, Herta Herzog, into our narrative. Secondly, we trace the emergence of group-based research to the work of applied psychologists in the early twentieth century and argue that the conditions of possibility for the uptake of this method were contingent on the asking of “why” questions. We follow the thread of “why” questions from the applied psychologists through to motivation research and the promotion of focus groups by Herzog to practitioners. Exploring the literature on motivation research unearths a further novel contribution: we excavate the use of “interpretative focus groups” by this community of practice. In addition, our close reading of motivation research and focus groups permits us to problematise the distinctions made by Calder [1977. “Focus Groups and the Nature of Qualitative Marketing Research.” Journal of Marketing Research 14: 353–364]. We subsequently trace the uptake of this methodology in the tobacco industry as a means of making an epistemological and political argument for the greater use of focus groups. Initially, we do so by charting the rise of social constructionism and non-individualistic consumer research. This enables us to navigate the highways and byways of discursive psychology, interpretive research, Consumer Culture Theory and on to feminist and Critical Marketing Studies. The engagement with focus groups with respect to the latter traditions is woefully underdeveloped. Our political argument is that focus group methodology can speak to the interests of many constituents in marketing theory and practice. It is not wedded to any specific social or political agenda. This means that its potential contribution to the study of consumption, markets and culture is multi-faceted.     

Politicising the study of sustainable living practices

ABSTRACT

In studies of consumption, social theories of practice foreground the purchasing and use of resources not for intrinsic pleasure but rather in the routine accomplishment of “normal” ways of living. In this paper, we argue that a key strength of theories of practice lies in their ability to expose questions of power in the construction of normality, but that this has been largely overlooked. Since practice theories are leveraged in understanding urgent questions of climate change, we use ethnographic data of a sustainable community in England to examine the normative dimension of sustainability. Using Michel Foucault's approach to practice, we elucidate the social technologies operating in the community that govern sustainable practices in the absence of a singular cultural authority. We illustrate how shared understanding guiding normative sustainable practice was negotiated and maintained through collective ethical work, the paramount importance of interpersonal harmony, and the continual formation of ethical subjects.     

Advertiser Expectations of Agency Creative Product

ABSTRACT

The study reports the development and empirical testing of measures of advertiser expectations of agency produced creative product. This “applied creative,” professional, business-to-business service incorporates extensive process elements. Hence, two measurement models are developed: a traditional “unitary” model, and a dualistic model incorporating elements of process and outcome. The study demonstrates firstly that client expectations of this highly intangible, “applied creative” professional service can be empirically modelled, and secondly, that such measurement does exhibit dimensions of both outcome and process. This paves the way for subsequent modelling of consumer satisfaction or quality evaluation processes within this little explored service category.     

Cosmopolitans of regionalism: dealers of omnivorous taste under Italian food truck economic imaginary

ABSTRACT

Cultural omnivorousness has gained relevance as a suitable theory to explain contemporary patterns of consumption, but the actual dealing of omnivorous taste by economic actors and businesses has been mostly overlooked. Through ethnographic research, this article explores how Italian gourmet food truck operators concretely produce claims of authenticity for omnivorous seekers. First, the adoption of the perspective of food truck operators highlights the reflexive and market-bounded nature of the omnivorous taste reproduction. Moreover, “being authentic” becomes an imperative for tastemakers, imposed by the economic imaginary. Finally, the centrality of regionalism in the Italian production of authenticity suggests that localism, too, has been subsumed by global food imaginaries and that regionalism expresses a cosmopolitan attitude. Taken together, these findings allow the integration of existing theory of food cultural omnivorousness: “gourmet” food must be authentic to be recognised by omnivores and distinctive to be successful on markets.