Envisioning consumers: how videography can contribute to marketing knowledge

ABSTRACT

Based on a review of the past 30 years of videographic research and outputs in the field of marketing, we highlight the key contributions that videography has made to the marketing literature and identify the key issues facing videographic research today. We develop a typology that identifies four ways that videography can contribute to theory development and verification, presenting new criteria for assessing academic videographies. We note that making theoretical contributions is one of the most difficult issues facing videographic researchers and that this is an area in need of significant developments to help the field progress. Finally, we envision what the future of videography might look like and consider the implications of new forms of videographies.     

Systems theoretic process analysis of information security: the case of aadhaar

ABSTRACT

A new way of thinking about cybersecurity is much needed to deal with the complex and dynamic cyber-ecosystem. In this paper, we introduce a systems thinking based approach for solving problems related to cybersecurity. We adapt the powerful safety-hazard analysis method, Systems Theoretic Process Analysis (STPA) based on systems theory to analyze the cybersecurity related features of India’s massive digital identity program, Aadhaar. Our findings produce important insights. On one hand, it helps identify the security gaps of the Aadhaar system, and on the other hand, it provides controls using systems thinking to overcome these gaps. We contribute to understanding the world of cybersecurity practices and develop risk mitigation strategies that can benefit the Aadhaar.     

Subverting sustainability: market maintenance work and the reproduction of corporate irresponsibility

ABSTRACT

While marketing’s potential to foster environmental sustainability has been acknowledged in sustainability marketing thinking, we still know little about the forms of organisational conduct through which sustainability recurrently fails to gain traction as a serious agenda in markets. Drawing on recent discussions on corporate irresponsibility and institutional work in markets, this article employs a discourse analysis to examine marketing managers’ strategies to legitimise food waste generation in the organisation of retail. The study highlights three interlinked strategies of institutional work for the subversion of sustainability and thus the reproduction of unsustainable excess production and consumption: the framing of environmental responsibility as risk, cost and consumer choice.     

The hidden agenda: emotions in grocery shopping

In this paper, we demonstrate the complexity of consumer decision-making within the supermarket and use videographic techniques to gain greater insight into this. We propose that grocery shopping, often perceived as a routine behavior, can in fact, become quite complex. The broad pattern emerging from our study was that the less time the participant spent looking at the shelves, the less emotion displayed. Where there was longer time spent, there was also increasing physical interaction with the product and a greater display of mostly negative emotion. We suggest that this presents a conundrum for retailers. Does the lack of emotion indicate little or no commitment to the store and/or brand? Or are they so loyal there is no need for consumer engagement? This exploration suggests that further insight can be gained if the emphasis is on how the consumer interacts with their brands rather than assuming that all grocery decisions are predictive.     

Need for narrative

ABSTRACT

What do consumers need from a narrative? How can videographers satisfy those needs? Through semi-structured interviews with 55 Eurostar passengers from 14 countries, this film documents how people define narratives, why they need them, and how they experience the effects of need for narrative. The adjoining commentary contributes to the development of videography as an attractive method by introducing the videographer’s perspective and elucidating key story elements that can help satisfy viewers’ needs for narrative. The suggested approach maintains the vivid quality of videography and respects its methodological rigour, while increasing its effectiveness in close alignment with a consumer society that visual communication increasingly permeates. As such, the commentary and the film jointly unveil videographers’ etic and viewers’ emic use and evaluation of the videographic method.     

A Reply to “Business Marketing in Master's Programs: A Part of the Fabric”, But What If the Suit Differs?

ABSTRACT

In this reply to James Narus, James Anderson and Earl Honeycutt (NAH) we elaborate on the journey, a 25-year process, in teaching Business Marketing at Ivey. We further discuss the goal to elevate Business Marketing knowledge in the core of the program, rather than to build a strong specialization in the area. Inspired by NAH's reply, we then comment on the root causes of lack of progress at some schools in bringing more Business Marketing into master's programs, and we address the question, “What about those schools where the characteristics are different from Ivey, i.e., how far can our ideas be generalized?”     

Authenticating by re-enchantment: The discursive making of craft production

Abstract

This paper presents an analysis of the way brand authentication operates through discursive enchantment as a series of ongoing negotiations among different market actors. We suggest that one specific type of enchantment, the concept of craft production, has been given too sparse attention in conceptualisations of authenticity. Through a qualitative multi-method inquiry based into the guitar subculture and a brand genealogy of the pseudo-Swedish guitar brand Hagstrom, we show how the rationalising trajectories of modernity can not only have disenchanting effects, but can also be dis-authenticating. We illustrate how various marketplace participants collectively engage in brand re-enchantment processes that provide the springboard for re-authenticating rationalised production through five enchanting craft discourses: vocation, dedication, tradition, mystification, and association.     

Tradition Versus Change: Evaluating the Currency of Some Traditional Chinese Values in Today's Business Environment

Abstract

In the last decade, the discussion about how marketing is changing has focused largely on practices in more affluent industrialized economies. Far less attention has been given to understanding the marketing strategies and practices of firms in emerging and transition economies. In this paper, we compare marketing of multinational firms versus local firms in Argentina. We identify the environmental characteristics of Argentina's emerging economy and, using survey data of 96 firms, we group firms into five clusters. We refer to two clusters as “traditional/local” as they use very basic marketing methods, with one serving business markets and the other consumer markets. The other three clusters we refer to as “progressive” as they represent state-of-the-art practices. The first two of these are foreign-owned and serve consumer and business markets, the third represents locally-owned service firms. The managerial implications are examined.     

Globalization,Coordination, and Subsidiary Performance-Evidence from Companies in an Advancing Country

ABSTRACT

We investigate an important issue in globalization, the relationship between production capacity of a global company's subsidiary and its performance, where the subsidiary's relative size of production capacity is regarded as its globalization level. Analyzing the field data on 42 Korean companies engaged in global operations, we reached preliminary conclusions. First, the optimal level of subsidiary globalization represented by its relative production capacity does not exist. This lack of significance subsides when we associate the globalization level with global coordination between the headquarters and its subsidiary. Global coordination turns out to be a significant factor, either direct or moderating in relation to the globalization level, in determining the subsidiary's performance. We also found that the type of coordination supporting the subsidiary's innovation is different from that enhancing its operational efficiency: for the subsidiary's innovation capability, indirect coordination is effective, whereas direct coordination can be detrimental. In addition, we report effects of other factors such as global experience, host country and target market characteristics on the subsidiary performance.     

Systems-thinking social marketing: conceptual extensions and empirical investigations

ABSTRACT

Systems thinking dominated the 2015 World Social Marketing conference with the premise that a more holistic approach takes into account all the issues at play for effective change. Augmenting the broadening social marketing literature, we contend that systems-thinking social marketing enhances the field’s conventional behavioural change with concepts of scale, causation, and iterative co-creating change processes for complex health and environmental problems. The results of our empirical Sea for Society study, a sustainable European marine ecosystem examination of what the barriers to change are and how they are interrelated, find systems-thinking social marketing offers the potential to strategically and critically reinforce, not replace, behavioural change campaigns. With systems-thinking social marketing, a coherent theory of change becomes a possibility. Orchestrating social change may become a reality.     

Investigating Graduate Business Students' Perceptions of the Educational Value Provided by an International Travel Course Experience

Abstract

Researchers agree that students' critical thinking and decision making skills are enhanced through exposure to new cultures and global markets. Thus, one way of bringing about improvement in these areas is through international travel courses. The purpose of this study is threefold. One, to describe the process involved in the creation of a required for-credit international travel course; two, present the findings of a research study designed to investigate graduate business students' perceptions of the educational value provided by an international travel course; and three, describe the ongoing process of closing the assessment loop as it relates to the internationalization of MBA and MACC curricula. The results of this study are encouraging. In general, students perceived that the international travel course added value to their educational experience and enhanced their relationships with other students. Items receiving weaker support were concerned with “thinking skills”, such as multi-disciplinary integration and improved decision-making. These results have important implications for future improvements to the international travel course.     

An Identification-Based Model of Supplier-Retailer Communication

ABSTRACT

The theoretical basis of the current thinking on supplier-retailer communication is refined and an alternative model is offered and empirically tested. It is argued and empirically demonstrated that identification is an important mediator in bringing about relational outcomes in a supplier-retailer relationship. Specifically, collaborative communication (higher rather than lower frequency, informality, bidirectionality, and indirectness of communication) from the suppliers is found to be positively related to their coordination with the retailers directly and indirectly through identification, trust, and commitment.     

Global Marketing,Gender and Family Business in Asia: A Literature Review

ABSTRACT

In this article, we explore the recent trends in global marketing, gender and family entrepreneurship in Asia. Taking into account previous contributions, this article aims to provide a better portrait about research on global marketing, gender and family entrepreneurship in Asian countries and future directions. The article presents a few comparative analyses for Asian countries in terms of gender representation in the entrepreneurship sector in recent years as well as the succession in larger family businesses in Asia.     

Relational marketing: development,debates and directions

Abstract

Relationship marketing (RM) is an umbrella term for a loose collection of ideas and concepts that emerged in different empirical contexts from the late 1970s. Informed by diverse research traditions, it represented at one and the same time an extension of existing ideas within marketing management and a very different way of thinking about marketing. Though cooperation has not been a core element of the marketing management lexicon, debates about cooperation and competition predate the 1970s. Moreover, re-engaging with relational perspectives raises important questions about managerial autonomy and about the utility of the market as a regulating force. The paper calls for the development of a more realistic theory of networks with inputs from both business and consumer marketing contexts.     

In Search of a New Logic for Marketing—Foundations of Contemporary Theory,by Christian Gronroos

ABSTRACT

Collaborative skills that promote cross-functional dynamics, boundary spanning, and inter-firm cooperation are essential to every marketing manager. Most courses in the business curricula do not address the development of relational skills and competencies that support the ability to cooperate and reconcile diverse interests and objectives as needed in real world practice. I propose that we revise the fundamentals of our educational models to support the development of collaborative, cooperative and relational competencies in our business graduates. A “values” driven perspective is a must. It entails understanding, examining, reflecting, externalizing, discovering, accepting and challenging about our past experiences and beliefs as we refresh our perspective about things, people, situations, and options. New dimensions a business curricula that sustains a “values” driven perspective must include are: (1) Design curriculum from a systems thinking perspective, (2) Develop leadership potential and management capabilities, (3) Nurture and rehearse the use of different types of intelligences, (4) Foster deep approaches to learning when validating educational goals and academic achievement, and (5) Incorporate value driven decision-making and a sense of spirituality.     

Consuming stress: exploring hidden dimensions of consumption-related strain at the intersection of gender and poverty

Abstract

Consumer stress as experienced at the nexus of gender and poverty, has received limited attention in marketing and consumer research. This empirical study applies the theoretical lens of social stress to explore gendered aspects of poverty, consumption and marketplace activity. It demonstrates that for women in poverty, consumer stress is a relational issue, involving marketplace and interpersonal (dis)connections. In particular, it surfaces the hidden, often, nuanced power relations that place additional strain on women with limited finances, as they oscillate between marketplace and intra-household pressures. By applying social stress theory, the study offers a new way of thinking about the unequal social relations and associated consumption strains bound up with the disadvantaged position of an intersectional group of women experiencing poverty.     

Identity,Ethnicity and Gender: Using Narratives to Understand their Meaning in Retail Shopping Encounters

This paper examines the ways in which two women (Sweetie and Desiree) experience a dissatisfying retail encounter. Citing data derived from memory-work methodology, we illustrate how stories can be used to gain a detailed insight into the complexity of consumption experiences and give voice to women consumers. By allowing women to write about, and critically reflect on their experiences, we show how consumers attach meaning to retail encounters and how we, as researchers can offer alternative interpretations of consumer behavior to those commonly reported in the literature. In this paper we use memories of "nasty" retail encounters to illustrate how social constructs related to identity, such as ethnicity and gender, have meaning in shopping experiences. Because of the new understandings possible via this method, we argue for using reflexivity in our research and analyses informed by feminism.