The development of capacities for sustainability thinking by large-scale social systems requires of the skilled practitioner complex abstract logics. There is an intricate…
Abstract
Purpose
The development of capacities for sustainability thinking by large-scale social systems requires of the skilled practitioner complex abstract logics. There is an intricate complexity of relationships to consider in the observation of the landscape of thought. This paper aims to introduce a matrix as an orientating heuristic to guide this form of praxis and provides reflections on its use in the enactment of social learning.
Design/methodology/approach
The signifiers for four different orientations to learning and four abstractions in levels of learning are described. The configurations that result from their conjunction generate a matrix of 16 alternatives. These are combined into a heuristic to guide and inform reflexive praxis.
Findings
The conjunction of these two dimensions enables observations of the cybernetic interactions between levels of learning and orientations to learning. This depiction prompts considerations of the ethics and aesthetics of large-scale collaborative learning. In reflecting on the use of the heuristic device in practice, four primary observations are offered as possible considerations to inform ethical practice.
Originality/value
The value of this research is in enabling awareness of the relationship between levels of learning and orientations to learning. The originality is the application of apithology principles to the multi-dimensional learning landscapes found in complex thought-ecologies.
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William Swan, Nigel Langford, Ian Watson and Richard J. Varey
The inter‐organizational network is becoming an increasingly common form of organization. The majority of trade is carried out between organizations, rather than organizations and…
Abstract
The inter‐organizational network is becoming an increasingly common form of organization. The majority of trade is carried out between organizations, rather than organizations and households. Many of these networks are concerned with the exchange of tangible goods. However, increasing numbers are concerned with the exchange of knowledge and all are dependent upon the role of knowledge in their activities. It is our assertion that with an understanding of the nature of knowledge, we may identify how, and why, certain network formations are adopted. It is asserted that links between organizations may be viewed as knowledge assets. The expression of multiple links within a corporate community may be regarded as a network of knowledge assets. From this conceptual framework, it may be possible to answer wider questions concerning the nature of networks established in the real world and how changes are wrought on a network over a period of time.
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Richard Varey and Steve McGilvray
Offers an account of communication improvement in a UK public service organisation, as part of a strategic review and re‐organisation for improved service delivery, and, with…
Abstract
Offers an account of communication improvement in a UK public service organisation, as part of a strategic review and re‐organisation for improved service delivery, and, with communication identified as a strategic issue during a corporate strategy development exercise, shows how a task force was initiated to drive forward some essential improvements. Discusses ways of managing the inherited approach and the development of a more responsive approach, and details an internal market orientation model which was developed and piloted. Lists benefits secured from the application of the model during a period of strategic change and describes further developments, including the implementation of standards of communication and board briefing systems. Compares the traditional employee communication and internal market orientation approaches.
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Mark Peterson and Matthew B. Lunde
This paper reviews recent developments in marketing-related sustainable business practices (SBP) that macromarketing scholars have researched and debated for four decades. Such…
Abstract
Purpose
This paper reviews recent developments in marketing-related sustainable business practices (SBP) that macromarketing scholars have researched and debated for four decades. Such SBPs should be regarded as positive steps toward a future where business does more good than harm in society.
Methodology/approach
Using the approach of a literature review, this paper highlights the actions of entrepreneurs and firms to implement SBPs resulting from analysis of the interplay between markets, marketing and society. Such analysis is in the tradition of macromarketing scholarship.
Findings
The study identifies important developments about an important shift toward adopting SBPs among many firms, as well as among consumers − especially, in developed countries of the world.
Research implications
The study suggests that taking a macromarketing view offers scholars a broad lens on current complex marketplace phenomena that will prove effective in better understanding sustainability issues.
Practical implications
The results of the study underline the value of macromarketing scholarship through the last four decades. By being daring enough to consider other stakeholders other than marketers and owners of firms, macromarketers have provided scholars a more holistic understanding of business’ role in society.
Originality/value
Today, enlightened practitioners who utilize knowledge from macromarketing scholarship can gain a competitive advantage as they navigate markets increasingly influenced by a wider set of stakeholders. Such influential stakeholders include partner firms, employees, society and local communities, NGOs, media, government, as well as the environment and future generations. Scholars can gain perspective on the phenomena they investigate with such a macromarketing lens.
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Stephen L. Vargo, Robert F. Lusch, Melissa Archpru Akaka and Yi He
Bahtiar Mohamad, Bang Nguyen, TC Melewar and Rossella Gambetti
This paper aims to investigate the conceptualisation of corporate communication management (CCM) and its dimensionality from the practitioners’ perspectives. It proposes to…
Abstract
Purpose
This paper aims to investigate the conceptualisation of corporate communication management (CCM) and its dimensionality from the practitioners’ perspectives. It proposes to validate an operational definition and dimensions of the CCM construct, which have not been identified in the literature.
Design/methodology/approach
The initial concepts are based on academic literature and followed by 12 face-to-face interviews with corporate communication practitioners and consultants from Malaysia to confirm the practicality of each dimension. QSR Nvivo Version 9.0 software is used to analyse the qualitative data. Then, the data are classified through deductive content analysis based on key words or themes.
Findings
The diverse perspectives are shown from the practitioners and consultants on the dimensionality of CCM. Most of the interviewees suggest that CCM dimensions include corporate advertising, corporate affairs, investor relations and employee communication within the corporate communication and other departments. They also found the public relations and media relations are clearly under corporate communications manager’s supervision. This research confirms the concept of CCM and its dimensionality to operationalise the CCM construct. The CCM dimensions also offer opportunities for further research to develop the measurement scales.
Originality/value
This research contributes to the clarification on the subject matter by developing clear concepts of the CCM and by offering insights about the role of the CCM dimensions, which help managers to more successfully incorporate the CCM dimension into the corporate management strategy. This paper also examines the concept of CCM and confirms its dimensionality, which helps in developing the CCM measurement for further quantitative research.
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This paper aims to investigate the significance of academic accusations of magical practice towards marketing communication, asking what might motivate such accusations and what…
Abstract
Purpose
This paper aims to investigate the significance of academic accusations of magical practice towards marketing communication, asking what might motivate such accusations and what meaning they have for marketing's relationship with persuasion.
Design/methodology/approach
The paper examines the ways in which four distinguished scholars (Raymond Williams, Judith Williamson, Sut Jhally, and Stephen Brown) have accused marketing of either sharing its transformative power with the social effect of magic or in some way offering a metaphorical parallel with the manner in which magic works to cast a glamour over the “reality” of the world. The paper outlines a rhetorical understanding of magic and uses it to construct a reading of these accusations which focuses around a discomfort with the pursuit of persuasion. The analysis is then extended to contemporary marketing theory, particularly the communicative aspects of service-dominant logic and the broader service perspective.
Findings
The argument is advanced that understandings of marketing as “magical” are largely dependent upon a prejudicial view of the role of persuasion and rhetorical technique in mass media marketing communication. The paper demonstrates that this view of persuasion has also become manifest in the contemporary service perspective and limits the “dialogue” approach to marketing communication.
Originality/value
The paper warns against the counter-productive demonisation of persuasion in contemporary marketing theory and seeks to highlight the manner in which accusations of magic have been used to deflect clear debate around the place of persuasion in marketing communication.
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Ann-Marie Kennedy and Gene R Laczniak
This paper seeks to gain an understanding of how different consumer conceptualisations in marketing may lead to negative outcomes. Every profession has its grand vision. The…
Abstract
Purpose
This paper seeks to gain an understanding of how different consumer conceptualisations in marketing may lead to negative outcomes. Every profession has its grand vision. The guiding vision for most marketing professionals is customer orientation. Of course, reality is more complex and nuanced than a single unified vision. Organisations tout their consumer-centric marketing decisions, in that they use consumer research to make operational decisions about products, prices, distribution and the like. However, marketers’ treatment of consumers is often far from the customer’s best interests. It is proposed that by understanding the different conceptualisations of the consumer over time, we can explore their implications for putting authentic consumer-centric marketing into practise.
Design/methodology/approach
A thematic analysis of marketing thought as reflected in the marketing literature.
Findings
This review of the history of marketing thought bears out a diversity of opinions concerning the role of consumers in aiding marketing efficiency and effectiveness. Not all views of the customer are nurturing of the marketing concept nor predicated on a solicitous relationship with consumers. A demonstrable lack of consumer orientation can lead to a distrust of marketers as well as the extant marketing system. Often additional regulation of marketers and markets is a compensating result and sometimes the structure of the marketing system itself may require adjustment.
Originality/value
This paper is intended to nudge marketing academics to more thoughtfully examine the pragmatic implications of how marketing managers conceive of the typical consumer. After conducting a thematic analysis of marketing thought, a normative ethical argument is then put forward concerning why an adherence to this fragile grand vision of marketing – genuine customer concern – is important for prudential marketing and the overall health of the marketing system.
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Gustav Medberg and Christian Grönroos
The definition of value adopted by the current service perspective on marketing theory is value as value-in-use. Surprisingly, however, little attention has been given to the…
Abstract
Purpose
The definition of value adopted by the current service perspective on marketing theory is value as value-in-use. Surprisingly, however, little attention has been given to the question of what constitutes value-in-use for customers in service contexts? Therefore, the aim of this study is to provide an empirical account of value-in-use from service customers' point of view.
Design/methodology/approach
To capture and analyze customers' experiences of value-in-use in the typical service context of retail banking, this study employed a narrative-based critical incident technique (CIT) and a graphical tool called the value chart.
Findings
The study identified seven empirical dimensions of positive and negative value-in-use: solution, attitude, convenience, expertise, speed of service, flexibility and monetary costs. Interestingly, these value-in-use dimensions overlap considerably with previously identified dimensions of service quality.
Research limitations/implications
The concepts of service quality and value-in-use in service contexts seem to represent the same empirical phenomenon despite their different theoretical traditions. Measuring customer-perceived service quality might therefore be a good proxy for assessing value-in-use in service contexts.
Practical implications
As the findings indicate that service quality is the way in which service customers experience value-in-use, service managers are recommended to focus on continuous quality management to facilitate the creation of value-in-use.
Originality/value
This study is the first to explicitly raise the notion that in the minds of service customers, value defined as value-in-use and service quality may represent the same empirical phenomenon.