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This study aims to explore the extent to which customer orientation and creative benefits offered by a firm may weaken rather than strengthen customer engagement. In doing so, it sheds new light on how customer orientation and creative benefits may facilitate rather than hinder engagement by customers.

A field study provides a test of the proposed effects in a hedonic consumption setting with 1,703 customers of an online dating service. Furthermore, an experimental study with 277 executives in a functional consumption setting (new mobile app) helps affirm the robustness of the field study findings.

This research theorizes and examines how communal relationship norms between customers and a firm, along with customers’ psychological empowerment, mediate the effect of customer orientation and creative benefits on customer engagement. A provocative finding of the study is that communal relationship norms help boost, whereas psychological empowerment reduces, the effects of both customer orientation and creative benefits on customer engagement.

The research examines different relationship norms and how they can become integral to customer–company relationships; this perspective helps reveal the underlying dynamics. It contributes to the literature on customer engagement by theorizing and demonstrating the link between customer orientation and customer engagement, two central constructs in the marketing literature. It theorizes and demonstrates that providing creative benefits brings about a direct competitive advantage for the product itself, and acts as a significant variable that explains the company−customer relationship.

The findings highlight the advantages and challenges associated with encouraging customer engagement. First, they suggest that companies emphasize their customer orientation and creative benefits. Second, managers should try to minimize the possible process of raising customers’ psychological empowerment while maximizing the impact of communal relationship norms.

This study identifies psychological empowerment as a key reason customer-oriented companies that provide creative benefits still struggle to engage their customers. It also suggests viable tactics to overcome barriers to enhanced customer engagement, such as by minimizing the effects of customers’ psychological empowerment while maximizing the impact of their perceived communal relationship norms.

This paper aims to show that the experience of workers on the margins of international business is akin to the funeralesque. The funeralesque is understood as the appropriation of the value generated by workers across the production networks of international business.

Drawing from the engagement with crematorium workers, the narratives of workers are articulated, describing the insecurities and injustices experienced by them. The authors draw from six-month-long qualitative engagement with seven workers in a crematorium in Ahmedabad, India.

The experience of marginal subjects provides important insights into how international business, in conjunction with states, structures inequality for marginal subjects. Precariousness, social exclusion, low wages and subjectivities of humiliation are the experiences of marginal subjects. The reproduction of marginality in globalising cities is an important element of the funeralesque through which extraction and re-distribution of value across international networks is legitimised.

In understanding international business as the funeralesque, the authors demystify the power relations constituted by it. The authors provide a metaphor for dethroning the legitimacy of international business and indicate that its modern practices are similar to the practices of value appropriation that occur in a funeral.

The authors develop the metaphor of the funeralesque to gain insights into the experiences of workers on the margins of international business. The authors are, thus, able to theorise the underbelly of globalising cities in a poetic, subversive way.