Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
From Marketing to, to Marketing with Consumers
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies.
2012 (English)Doctoral thesis, comprehensive summary (Other academic)
Abstract [en]

Empowered by information technology and the internet, consumers are participating more than ever in activities that traditionally are exclusive to firms. No longer do marketers hold exclusive rights to defining and supplying value to customers; value is created by and with consumers in interactions. This constitutes a fundamental change in the established understanding of consumer marketing. This thesis argues for a subtle but vital shift in perspective, from one of marketing to, to one of marketing with consumers, by addressing the research question: How does the shift from marketing to, to marketing with consumers change the role of actors and value propositions?

The study traces the historical development of consumer marketing, reflecting on the limitations of the traditional theoretical framing, and basing its theoretical foundation on business network theory and service dominant logic.

Findings from four extensive empirical studies show that while the change is very important, it is equally important not to disregard the fact that consumers are still consumers. Rather than merging the role of providers and consumers, treating consumers as “prosumers” equal to business actors, it is instead vital to even further identify the distinctions between firms and consumers. This means recognizing that these roles, as defined by their functional identity in interactions, are complementary functions within the exchange and value creation network. Furthermore, the role of value propositions is no longer merely to act as a means for communicating the defined value of a supplier’s output to consumers. Rather, in a marketing with perspective, the role of value propositions is to act as a means for interaction, facilitating opportunities for identifying potential value and benefits generated in the interaction between and in-between consumers and firms, where the roles of the actors as initiators-participants are interchangeable.

Place, publisher, year, edition, pages
Uppsala: Department of Business Studies , 2012. , 73 p.
Series
Doctoral thesis / Företagsekonomiska institutionen, Uppsala universitet, ISSN 1103-8454 ; 155
National Category
Business Administration
Identifiers
URN: urn:nbn:se:uu:diva-183626OAI: oai:DiVA.org:uu-183626DiVA: diva2:563632
Public defence
2012-12-19, Hörsal 2, Ekonomikum, Kyrkogårdsgatan 10, Uppsala, 13:15 (Swedish)
Opponent
Supervisors
Available from: 2012-11-22 Created: 2012-10-30 Last updated: 2012-11-29Bibliographically approved
List of papers
1. The Post-Industrialism/post-capitalism citizen: a heterogeneous actor in a complex exchange and value creating environment
Open this publication in new window or tab >>The Post-Industrialism/post-capitalism citizen: a heterogeneous actor in a complex exchange and value creating environment
2010 (English)In: Journal of Customer Behavior, ISSN 1475-3928, E-ISSN 1477-6421, ISSN 1475-3928, Vol. 9, no 4, 335-344 p.Article in journal (Refereed) Published
Place, publisher, year, edition, pages
Helensburgh: Westburn Publishers Ltd., 2010
Keyword
Post-industrialism, Post-capitalism, Marketing theory, Functionalism, Functional identities
National Category
Business Administration
Research subject
Business Studies
Identifiers
urn:nbn:se:uu:diva-138997 (URN)10.1362/147539210X543547 (DOI)
Available from: 2010-12-21 Created: 2010-12-21 Last updated: 2017-12-11Bibliographically approved
2. Functional identities, resource integrators and the service-dominant logic
Open this publication in new window or tab >>Functional identities, resource integrators and the service-dominant logic
2010 (English)In: Journal of Customer Behaviour, ISSN 1475-3928, Vol. 9, no 1, 19-36 p.Article in journal (Refereed) Published
Abstract [en]

The purpose of this paper is to initiate a discussion; to propose turning to the theoretical tradition of functionalism as a direction for future refinements of the service-dominant (S-D) logic; introducing the concept of functional identities as a generic designation to identify and define the various actors as resource integrators assisting the study of the networked nature of value creation. Findings and experiences drawn from a case study of the industry/market of recorded music are presented to serve as both inductive and illustrative element to the paper. The main contribution in this paper is to extend and suggest an improvement by adding the following to the S-D logic’s Foundational Premise FP: 9; “All social and economic actors are, defined by their functional identity, resource integrators”. The paper’s functionalistic direction is suggested as a facilitator to advance future refinements of the S-D logic and the study and understanding of the networked nature of value creation.

Place, publisher, year, edition, pages
Westburn Publishers, 2010
National Category
Business Administration
Identifiers
urn:nbn:se:uu:diva-126289 (URN)10.1362/147539210X497602 (DOI)
Available from: 2010-06-08 Created: 2010-06-08 Last updated: 2014-08-28
3. Exploring the networked nature of value propositions: a study of how consumers form their perception of value in offerings
Open this publication in new window or tab >>Exploring the networked nature of value propositions: a study of how consumers form their perception of value in offerings
2011 (English)Conference paper, Published paper (Other academic)
National Category
Business Administration
Identifiers
urn:nbn:se:uu:diva-183623 (URN)
Conference
International Servsig Conference, Porto, Portugal, 2011
Available from: 2012-10-30 Created: 2012-10-30 Last updated: 2012-11-29
4. The co-creative practice of forming a value proposition
Open this publication in new window or tab >>The co-creative practice of forming a value proposition
2012 (English)In: Journal of Marketing Management, ISSN 0267-257X, E-ISSN 1472-1376, Vol. 28, no 13-14, 1553-1570 p.Article in journal (Refereed) Published
Abstract [en]

Using practice theory and an empirical illustration of reciprocal exchange of knowledge between resource-integrating actors, this paper contributes to Service-Dominant Logic by deepening the understanding of the innate intricacies in a co-creative practice of forming a value proposition. A co-creative practice is conceptualised as reciprocal exchange of knowledge that is mediated by the practice-related script - understandings, procedures, and engagements - that each resource-integrating actor draws upon. The paper identifies and labels the activities of this exchange - applying, assessing, adapting, and adopting - using the literature on knowledge creation and management as a point of departure. A granular analysis is provided of how the script of each resource-integrating actor mediates the activities of reciprocal exchange of knowledge when forming a value proposition

Keyword
co-creative paradigm, co-creative practice, practice theory, reciprocal knowledge exchange, Service-Dominant Logic, value proposition
National Category
Business Administration
Identifiers
urn:nbn:se:uu:diva-183625 (URN)10.1080/0267257X.2012.736875 (DOI)
Available from: 2012-10-30 Created: 2012-10-30 Last updated: 2017-12-07Bibliographically approved
5. Reciprocal Value Creation: The Case of an Online Community
Open this publication in new window or tab >>Reciprocal Value Creation: The Case of an Online Community
2012 (English)Conference paper, Published paper (Other academic)
National Category
Business Administration
Identifiers
urn:nbn:se:uu:diva-183624 (URN)
Conference
International Servsig Conference, Helsinki, Finland
Available from: 2012-10-30 Created: 2012-10-30 Last updated: 2012-11-29

Open Access in DiVA

fulltext(1135 kB)1210 downloads
File information
File name FULLTEXT01.pdfFile size 1135 kBChecksum SHA-512
50170da5133bf9d17ad4262f77d3806a405376a4e095bc355345e3195bf7232a0722877c9aa4b1d73bec42988cfc2ad80ea8443c86ce1702e36797c38d887d8f
Type fulltextMimetype application/pdf

Search in DiVA

By author/editor
Röndell, Jimmie
By organisation
Department of Business Studies
Business Administration

Search outside of DiVA

GoogleGoogle Scholar
Total: 1210 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

urn-nbn

Altmetric score

urn-nbn
Total: 2191 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf