Assignments in foreign countries, even if implemented by local subsidiaries, are routine matters for the large firms of international business consultants. They are, however…
Abstract
Assignments in foreign countries, even if implemented by local subsidiaries, are routine matters for the large firms of international business consultants. They are, however, rarer occurrences in the life of a French researcher in the human resources management field and usually result from a combination of circumstances — even if the researcher concerned has acquired something of a reputation in a few specific areas of his craft.
The corporation has gradually come to occupy large areas of the social ground from which it sprang. A steady process of interpenetration between society and corporation has led to…
Abstract
The corporation has gradually come to occupy large areas of the social ground from which it sprang. A steady process of interpenetration between society and corporation has led to assimilation by the latter of increasing doses of a philosophy removed from the strictly rationalistic business ethic. This has largely been brought into the corporation by staff and workers. Management executives have grown in numbers since the last war. Their characteristics are conducive to a high degree of mobility. Due to their academic qualifications, higher salary scales and greater awareness of their particular job market conditions they are more able than lower‐grade workers to be selective when assessing employment opportunities. The corporation must attempt to attract the most promising elements available on this market and then secure their loyalty. In the matter of managing executive careers France possesses a definite degree of know‐how and even some degree of technological advancement. Recent developments in the career management field as observed among large companies in France are described.
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Victoria L. Rodner and Finola Kerrigan
The purpose of this paper is to highlight the importance of the field of visual arts marketing in the development of wider branding theory and practice. Drawing on examples from…
Abstract
Purpose
The purpose of this paper is to highlight the importance of the field of visual arts marketing in the development of wider branding theory and practice. Drawing on examples from visual artists and the art mechanism that connects them, the paper reveals how artists and art professionals foster various types of capital (social, cultural, symbolic) as a way of developing a brand name, ensuring longevity in the field, and gaining financial value on the market.
Design/methodology/approach
As a conceptual paper, the authors draw on a range of published works as well as examples from the world of visual arts in order to provide fresh theoretical insight into how branding in the arts may be applied to other industries.
Findings
The key findings are the importance of the consideration of the development and nurturing of social and cultural capital in developing brand identity. Additionally, visual art brands are required to be innovative and dynamic, and lessons learned regarding these processes have relevance for mainstream brands. The paper also found that creativity is often collective and that looking to methods for developing work in the visual arts can be utilised by brand managers more broadly in the age of social media and user generated content.
Originality/value
This paper follows on the developing body of work, which indicates what mainstream business can learn from looking at the visual arts. The paper highlights the collective nature of creativity in building the art brand as well as the importance of non-economic measures of value in the realm of branding.
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The purpose of this paper is to evaluate the connections between art and marketing in order to develop enhanced insight into how visual art and the art world can inform marketing…
Abstract
Purpose
The purpose of this paper is to evaluate the connections between art and marketing in order to develop enhanced insight into how visual art and the art world can inform marketing theory and practice.
Design/methodology/approach
An indepth analysis of a range of relevant literatures is carried out in order to heighten understanding of art as a way of knowing within the marketing discipline. A range of meanings of art and marketing are considered and an analysis of their intersections is carried out.
Findings
A number of useful concepts are developed, including that of the marketing manager as an artist. Viewing marketing through visual art is seen as an avant garde response to addressing the continuing theory/practice gap.
Research limitations/implications
Following an art‐based way of knowing in marketing has the potential to challenge more mainstream paths of thinking by opening up the ways in which we visualise marketing theory and practice. Thinking about marketing through art should not be seen as a general panacea for addressing current inadequacies of marketing theory, but should instead be viewed as an alternative mechanism in which contemporary marketing theory and practice can be enriched by the transference and juxtapositioning of art‐based thought with long established ways of thinking about marketing.
Practical implications
Artistic creativity is seen as a key factor in stimulating marketing decisions. Viewing the marketer as artist also mirrors the actual behaviour of the marketing manager by providing insight into intuitive thought processes and visualisation techniques.
Originality/value
Arts marketing research in general is making progress in terms of its theoretical and practical contributions to the wider marketing discipline. It is believed that papers such as this will contribute to the ongoing research agenda by stimulating much needed critical debate.
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Ian Fillis and Ruth Rentschler
The main aim of this paper is to stimulate more relevant and critical ideas about marketing and the wider management field by exploring the actual and potential contribution of…
Abstract
Purpose
The main aim of this paper is to stimulate more relevant and critical ideas about marketing and the wider management field by exploring the actual and potential contribution of metaphor to marketing theory and practice. The subsequent connections made can help contribute towards understanding and coping with the theory/practice gap.
Design/methodology/approach
To date, the majority of metaphor application has tended to be literal and surface‐level rather than theoretically grounded. This paper interrogates the literature surrounding metaphor in marketing and management fields, while also examining the contribution of other areas such as art. The paper constructs and debates the conceptual notion of the marketer as an artist.
Findings
Incorporation of theoretically grounded metaphors into marketing theory can help develop a form of marketing which is capable of dealing with ambiguity, chaotic market conditions, creative thinking and practice.
Originality/value
Adoption of a metaphorical approach to marketing research helps to instil a critical and creative ethos in the research process. Marketers are concerned with identification and exploitation of opportunities. Metaphor assists in the process by enhancing visualisation of these future directions. We live out our lives to a large degree through the making of metaphorical connections. We should therefore embrace more qualitative, creative associations in marketing theory, as well as practice.