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1.
    
Abstract

In recent years, in-depth, on-the-ground research has generated many insights into the nature and functioning of subsistence marketplaces and the people who operate in them. Such knowledge is bound to be useful to various companies and organisations, as they seek to engage such marketplaces, particularly for marketing managers, who quite likely have not had education or experience in marketing in such impoverished settings. This paper complements these practical insights with a normative ethical framework, presented in the marketing literature and labelled the integrative justice model (IJM) for impoverished markets, so as to synthesise a new framework for fair and sustainable marketing for social entrepreneurs in the context of subsistence marketplaces.  相似文献   

2.
There is a long and diverse literature on gender stereotypes in advertising; however, US practitioners’ perspectives on the role and function of stereotypes in advertising remain unknown. Understanding professionals’ views on whether and how stereotypes communicate is important for anyone who believes it beneficial to reduce future stereotypical representations. Using qualitative interviews with 42 practitioners, this study detailed seven themes concerning professionals’ perceptions of the role and function of stereotypes in advertising, including beliefs that stereotypes are based in truth, are attractive to audiences, communicate quickly, simplify processing, prevent distraction, prevent thinking, and are the obvious solution. Practitioners felt stereotypes were used most appropriately when they were subverted or challenged in advertising messages. Stereotypes were most inappropriate when they reinforced negative perceptions. Four factors believed to drive the use of stereotypes in advertising are discussed.  相似文献   

3.
    
Abstract

Gender has been theorised and studied in many ways and across different disciplines. Although a number of these theorisations have been recognised and adopted in marketing and consumer research, the significance of feminism in knowledge construction has largely remained what we would call ‘unfinished’. Based on a critical reframing of gender research in marketing and consumer research, in dialogue with feminist theory, this article offers theoretical and practical suggestions for how to reinvigorate these research efforts. The analysis highlights dominant theorisations of gender, relating to gender as variable, difference and role; as fundamental difference and structuring; and as cultural and identity constructions. This reframing emphasises various neglected or ‘missing feminisms’, including queer theory; critical race, intersectional and transnational feminisms; material-discursive feminism; and critical studies on men and masculinities. A more detailed discussion of the latter, as a relatively new, growing and politically contentious area, is further developed to highlight more specifically which feminist and gender theories are mainly in use in marketing and consumer research and which are little or not used. In the light of this, it is argued that marketing and related disciplines have thus far largely neglected several key contemporary gender and feminist theorisations, particularly those that centre on gender power relations. The potential impact of these theoretical frames on transdisciplinary studies in marketing and consumer research and research agenda(s) is discussed.  相似文献   

4.
This article presents findings from aqualitative study among Norwegian businessstudents carried out in 1997. In this study thestudents were asked to write 1/3 to 3/4 page essaysabout six moral dilemma scenarios inbusiness-life and in private-life contexts.After a summary of main results the responsesto two scenarios are examined more thoroughly,for identification of consequence vs. ruleorientation, personal vs. impersonal andnormative vs. non-normative orientation. In anext step, such response tendencies arecompared by gender and age (using comparableessays of managers as a point of reference).The conclusions focus on the potential use ofthe study for business ethics teaching.  相似文献   

5.
Large consumer goods firms manage and market an assortment of brands and consistently deal with strategic challenges related to brand portfolio management, such as creating or acquiring brands, growing brand equity, managing brands in the portfolio and deleting brands. There is substantial research on several areas of brand portfolio management except in the area of brand deletion. This situation exists despite the fact that deleting weak brands has important implications for a firm and its brand portfolio. Therefore, it is critical to understand why firms delete brands from their portfolios. This research applies a qualitative approach using semi-structured interviews and thematic analysis in the context of firms that adopt a ‘house of brands’ brand architecture and presents findings guided by the strategic decision-making literature.  相似文献   

6.
    
Consumer ethics research has greatly enhanced our knowledge of the social and environmental consequences and considerations of consumption choices. We argue, however, that gender theory introduces important aspects of ethical enquiry currently overlooked. To build our argument, we undertake a critical literature review that assesses current gender theory and related applications in gender and consumption research. In doing so, we offer a conceptual pathway that elucidates the intersection of gender with consumer ethics in relation to three distinct levels of understanding; socio‐economic, embodied‐affective and representational. Although fundamentally intertwined, for our current purposes, these are analytically distinct. Implications and avenues for future research into gendering consumer ethics are discussed.  相似文献   

7.
    
Abstract

The purpose of this study was threefold: to develop an understanding of the appropriation of the US high-school prom in the UK and, more importantly, to generate an insight into the producers and consumers of such an event; to establish if the performance of the prom is hyper-real or if there is an awareness of the authentic or inauthentic elements of this ritual; and finally to ascertain local interpretation of authenticity and glocal practice. The method used here was a qualitative approach employing 24 in-depth interviews with young adults (18–20 years) who had attended a prom in the UK in the last three years. The findings illustrated that the role and the social network of the individual was key to engagement with the high-school prom and also indicated a possible symbiosis of the strands of theory associated with authenticity. Diverse localised meanings of the prom performance were also identified. As the school prom is a growth market in the UK, businesses should be aware of adolescents' desire for ownership of this event and should tailor their marketing accordingly.  相似文献   

8.
    
We agree with de Jong et al.'s argument that business historians should make their methods more explicit and welcome a more general debate about the most appropriate methods for business historical research. But rather than advocating one ‘new business history’, we argue that contemporary debates about methodology in business history need greater appreciation for the diversity of approaches that have developed in the last decade. And while the hypothesis-testing framework prevalent in the mainstream social sciences favoured by de Jong et al. should have its place among these methodologies, we identify a number of additional streams of research that can legitimately claim to have contributed novel methodological insights by broadening the range of interpretative and qualitative approaches to business history. Thus, we reject privileging a single method, whatever it may be, and argue instead in favour of recognising the plurality of methods being developed and used by business historians – both within their own field and as a basis for interactions with others.  相似文献   

9.
    
ABSTRACT

The announcement of beacon technology in 2013 created a wave of excitement among pioneering retailers and marketing leaders, allowing them to send location-based messages to customers in-store. However, until present, the technology has not yet established a strong foothold in retailing. The present paper adopts a multi-method approach with the objective to 1) detail its main challenges in the market and 2) enlighten scholars and practitioners on smart use cases for in-store location-based marketing. The findings of the multiple data sources (i.e. review of academic and practitioner literature, in-depth interviews with retail technology experts and focus groups with consumers) allowed the authors to infer valid conclusions, along with recommendations for future research and actionable managerial advice.  相似文献   

10.
基于系统性与综合性原则、科学性与可行性原则、人本原则、定性分析与定量分析相结合的原则,建立了水电工程建设征地补偿和移民安置社会稳定风险评估指标体系,并运用模糊评价方法,对所设计的几种方案进行了评估和分析,选择出了最利于社会稳定的方案。  相似文献   

11.
    
The importance of involving patients and the public in health care research is globally recognized, but how best to do this in critical care is unclear. The aim of this first published review was to explore the extent and nature of evidence on service user involvement in critical care research and quality improvement. Using the scoping review framework described by Arksey and O'Malley ( 2005 ), a team of service user and critical care researchers searched eleven online databases, reviewed relevant web sites, conducted forward and backward citation searching and contacted subject experts. Extracted data were subjected to a narrative synthesis based on the objectives of the review. Findings from a broad range of evidence support that involvement is becoming more commonplace and that experiences are generally positive. Data extracted from 34 publications identify that involvement is most commonly reported at the level of consultation or participation in project teams, however, the extent to which involvement impacts on projects output remains unclear. Key barriers and facilitators relate to the challenge of recruiting a diverse group of service users, dealing with power hierarchies, being adaptable and effective consideration of the resource requirements. More research is required to identify the most effective methods to support the opportunity for involvement and more thorough reporting of service user involvement practices is strongly recommended.  相似文献   

12.
This paper provides an alternative theoretical conceptualisation of corporate social responsibility (CSR) in order to further our understanding of prosocial organisational behaviour. We argue that consumption provides a perspective that enables theorists to escape the confines of existing CSR literature. In our view the organisation is re-imagined as an arena of consumption where employees are engaged in a quest for value, constructing and confirming their identities as consumers. Using the award-winning tour operator Laskarina Holidays as an illustrative case, it is suggested that CSR can provide combinations of functional, social, emotional, epistemic and conditional value. This new perspective on CSR facilitates the coexistence of a plurality of values that are relativistically constructed and narrativised by organisational stakeholders. Our consumption paradigm provides a thought provoking means of reconciling divergent perspectives and encourages further interdisciplinary research. We argue that future research should begin, not by asking the question of why organisations assume responsibility, but by contemplating the notion of why organisations consume responsibility.  相似文献   

13.
Conceptualizing how customers construe online negative word-of-mouth (nWOM) following failure experiences remains unsettled, leaving providers with inconclusive recovery strategy programmes. This empirical study recognizes online nWOM as a co-created encounter between the complainant (i.e., the initiator of the online nWOM) and the recipient (i.e., the consumer who engages with the online nWOM), examining their idiosyncrasies to discern their understanding of the experience. It introduces frustration–aggression theory to online WOM literature, recognizing that it can support a higher-order understanding of phenomena. Through phenomenological hermeneutics, interviews and focus groups, data were collected from millennials in Albania and Kosovo that provided accounts of nuanced and distinctive online nWOM realities. The emerged insights extended extant theory to a three-fold online nWOM typology (i.e., lenient online nWOM, moderate online nWOM and severe online nWOM) recognizing the negative impact customers have on a provider, which is controlled by frustration–aggression tags. Frustration–aggression variations across online nWOM led to the construct of three types of customers that engage in online nWOM, namely tolerable online nWOM customers, rigorous online nWOM customers and confrontational online nWOM customers. Findings culminated with satisfactory recovery strategies aligned to customer inferences regardless of the nWOM context.  相似文献   

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