Search results

The purpose of the present paper is to examine the effects of overconsumption on consumer evaluations of advertised brands. While the determinants and health consequences of overconsumption have received considerable attention, the authors suggest that there are important marketing and advertising implications. Specifically, based on goal theory, the authors examined whether the aversive state of oversatiation is associated with more negative evaluations of advertised brands of the overconsumed product.

In three studies, oversatiation was measured or experimentally induced by having participants drink (too) much mineral water. Subsequently, participants watched advertisement of mineral water brands and control brands. Evaluations of the brands, buying intentions and estimates of future purchases of the advertised brands were measured.

Oversatiation negatively affected evaluations, buying intentions and estimates of future purchases of advertised mineral water brands. Importantly, a state of oversatiation did not affect evaluation of advertised brands not relevant to the overfulfilled goal.

Overconsumption of food and drinks can have detrimental health effects and results in large costs to society. While its health implications have received abundant scientific attention, little attention has been paid to the psychological consequences of the state of being oversatiated. Here, the authors show that the state of oversatiation (which might, for example, be very common during watching television commercials) can lead to particularly negative evaluations of advertised brands. As such, these findings have important marketing implications.

The purpose of this paper is to critically investigate the use of metaphor in the entrepreneurial process. In particular, the paper focuses on how metaphors are used in the construction of the environment, a precondition for the creation of business opportunities.

This paper reports on a two‐day meeting between Light, a management consultancy firm, and Epsilon one of their clients. The data are drawn from a larger ethnographic study within Light. The consultants and their clients are followed in their daily work. The focus was on how metaphor use influenced their organisational practices.

Investigating the play of metaphors in Epsilon, it is shown how the firm's environment is created; a pre‐condition for understanding how entrepreneurial opportunities are created. It is shown how use of metaphor, understood as a mode of interpretation, is taking place over time, and how it is part of a relational, context‐dependent process.

The present study provides new ways of understanding the use of metaphor in the entrepreneurial process. It also indicates the need for a continued focus on language use in the entrepreneurial process. One limitation is that not all aspects of metaphor use are investigated.

This research can help to influence practitioners to pay more attention to the use of metaphors, not only as a tool for creative thinking or the questioning of embedded assumptions, but also as a mode for interpreting, structuring and producing images of the environment and the organisation.

This paper contributes to development of influences from the linguistic turn to entrepreneurship studies by exploring metaphor theory. One result of this focus on language is an increased sensitivity to metaphor use in the entrepreneurial process.

The purpose of this paper is to examine theories of marketing and entrepreneurship and compare these with entrepreneurial marketing practices.

The paper uses a case study to explore the social constructions of narratives.

The paper reveals how interactions based around meanings, purpose and identities work to create products, customers, entrepreneurs and even the market. Here the emphasis on signs, symbols and images redirects attention to create space for expectations to grow.

The paper develops its argument that merely modifying existing theory is conceptually inadequate; a new framework is introduced which enables the understanding of how entrepreneurship and marketing combine. The paper shows how this fertile dynamic produces not only new products, but also may actually create new markets.

This case study demonstrates how entrepreneurship and marketing become inseparable in the co‐production of identity and future.

This study aims to formulate recommendations for business-to-business (B2B) researchers, with the potential to increase the extent to which B2B research is relevant to managers.

These recommendations are derived from and inspired by the grounded theory methodology.

In this article, we argue that conceptualizations which are potentially relevant to managers are those that discover new perspectives, simplify complexity, enable managers to take action and have an instant grab. To accomplish this as researchers, the authors emphasize fostering a beginner’s mind, creating umbrella models, increasing the level of abstraction of concepts and finding the core process in data.

In this article, we translate the basic principles within the grounded theory methodology into more general recommendations that can be used by B2B researchers.

The purpose of this paper is to explore the roles of identities in entrepreneurial processes during the development of a new market. Two research questions are used: How do the founder’s identity, corporate identity and market identity interact as a new market is developing, and what are the functions of identity in the entrepreneurial process?

This qualitative research is grounded in a study of multiple cases, from which five Swedish start-ups have been selected. Interviews were conducted with the founders at several points in time and accompanied by observations of websites, media performance, policy documents and commercial material. Analysis was conducted in an iterative process between empirics and theory.

The findings show how identities develop in entrepreneurs, firms and the market and how the interactions between these three levels of identity affect the development of each. The authors recognize and discuss three functions of identity: a constructing function, in which identity is used to create a new firm and market; a guiding function, which navigates between identities by imposing identity work on founders, firms and markets; and a configuring function, which takes part in shaping contexts.

This paper opens a space for future research on identities to advance understandings of how new firms and markets are developed. Investigating identity shows the importance of context to entrepreneurial processes. This points towards a need for researching different contexts, but also to the potential limited value of this study.

The paper offers guidance to founders and managers in understanding and navigating different identities. Founders and managers are provided with a set of critical questions, which aim to assist when managing identity-related concerns.

There is a vast amount of literature on the development of companies and markets, yet start-ups in new markets operate in different contexts and face different challenges that we know less about. This paper targets the latter and proposes identity as a useful lens for understanding the dynamics between entrepreneurs, start-ups and the new market.