Abstract The purpose of this article is to examine the financial performance implications a firm's strategic emphases with respect business model innovation vs replication. It also examined how differ between larger and smaller firms. Based on survey data including top managers' reports from approximately 500 firms, authors analyze differences in average profitable growth across firms that their orientations. found have high emphasis as well replication exhibit higher value than do not...

Marketing and policy researchers aiming to increase the societal impact of their scholarship should engage directly with relevant stakeholders. For maximum effect, this engagement needs occur both within research process throughout complex knowledge transfer. The authors propose that a relational approach complements builds on traditional approaches. Traditional approaches employ bibliometric measures focus creation use journal articles by scholarly audiences, an important but incomplete...

Purpose Drawing from recent work on online social networking and communities of consumption, the purpose this paper is to explore, identify, postulate key factors facilitating growth success marketing in virtual worlds. Design/methodology/approach An empirical study was conducted employing netnographic evidence three different worlds related user‐generated blog discussions. Findings The findings suggest mechanisms which enable gain maintain interest their users therefore underlie successful...

Purpose – The purpose of this paper is to contribute the growing marketing literature that investigates markets as “configurations”, i.e. networks market actors engaged in market-shaping practices and performances. As pioneering work has been largely focused on established mainstream industries driven by large multi-national companies, present article extends practice-based theorizing countercultural emergence also unconventional shaping it. Design/methodology/approach Insights are drawn...

Marketing theory has twisted and turned with the introduction of many theoretical innovations. Yet, despite being influenced by various critical perspectives, general marketing discourse remains remarkably optimistic about contemporary consumer culture, its capability to produce meaning individuality, potential overcome existential threats 21 st century, or at least capacity be transformed for better. This paper discerns a countervailing current within thought; smattering scholars that...

Blockchain technologies are of great interest to marketers uncovering opportunities in the context sharing economy. The novel appeal blockchain is that it provides an immutable audit trail digital tokens and contracts via a peer-to-peer (P2P) network without need for market intermediary. It thus enables exchange trusted central authority or third party, affording infrastructure variety applications. We assess how facilitate beyond its role as technological protocol instead operates social...

Craig Thompson (Citation2024) offers an analysis of how Belk's distinction between the consumer's core self and extended continues to be conceptually ambiguous persistently troublesome as onto epistemological foundation in consumer research. He notes that recent proliferation technologies may lead us finally see things for what they are thus forsake our lingering longing agentic control. We offer a theological reading stretches backwards insights guarantees very problem questions we can ask...

Few recent topics in marketing have met such immediate popularity and critique as Vargo Lusch’s service-dominant logic (SDL). While many criticized SDL scholarship for a lack of cultural sophistication, coherence, relevance, it has nevertheless maintained expanded its own distinct stream ideas. Recently, Lusch proposed that could be extended into theory society. We criticize this notion by contrasting their views on commodity value with Marxist post-Marxist literatures, finding ill-equipped...

We propose to intensify theorizing on retromarketing and nostalgic consumption by further developing “hauntology” as a conceptual lens for assessing the retro aesthetic commodified affective excess of meaning. This allows us explore marketized retrospective signs not from perspective personal experiences or creative meaning-makings but rather encounters that desire in desperately latches onto. In our view, it is thus an satisfaction, comfort, playful emancipations are offered consumption....

Adaptations of Deleuze’s and Guattari’s philosophizing on the immanent forces unconscious have risen to challenge joyous, affirmative readings their work by bringing dark destructive aspects desire into focus. We find an innate potentiality within such accounts, as they are themselves spoken inhuman us – which render our subjective intentions obsolete. To supplement more traditional forms academic expression, we advocate for affective style writing that can bring about ‘shocks thought’...

In this study, we critically examine the ongoing adoption of various posthumanist influences into fields marketing and consumer research from a theological perspective. By conducting theological-historical assessment, propose that it is not posthuman notions human/technology relations, nor their broader context in emerging non-representational paradigms, mark radically new disruptions continuing restructuring disciplines research. Instead, argue what taking place an implicit adherence to...

We connect the notion of consumer as 'dividual' to contemporary automation culture. By envisioning issue within a semiocapitalist horizon, we ponder general affectivity experience accelerating but largely veiled processes desire, incessant accumulation, and intensifying technologies.

Following the recent #GameStop ‘market disruption’ where r/wallstreetbets ‘rogue’ traders were able to momentarily topple billion dollar hedge funds, we employ Deleuze and Guattari’s ‘war machine’ concept in order comment on potential of consumer resistance when matched up against global financial markets. While most extant theory follows Foucauldian tradition asserting that is a reaction power, use immanent theorisation desire make case for thinking as primary. Far from hagiography...

In the light of recent proliferation interest in videographic methods marketing and consumer research, we wish to make a call for thinking critically about medium. this article, challenge traditional means semiotic analysis consider contexts outside aesthetic symbolism that take into account wider agencements inquiry. We sensitise production include broad scope influence beyond spectatorship. By positing mode desiring relationalities ‘semiocapitalist’ markets, through illustrative example...

Authenticity has often been considered to be a key theme in contemporary consumer culture. One of its manifestations is how branded market offerings can maintain authentic meanings, especially increasingly saturated with counterfeit substitutes. By following Baudrillardian perspective, we focus on fashion objects the “branded luxury” category problematize sanctity authentic/counterfeit distinction. We argue that marketing literature generally attempts normatively and impose distinction ways...

Representation is key in the politics of mass-mediated consumer society. Although previous research has noted that representation advertising generates greater societal visibility for people with disabilities, focus largely been on negative unintended consequences from a psychological or socio-cultural perspective. The purpose this study to explore complexities involved making collective psyche related disability, pointing instead how psychic and social are mutually constitutive. By focusing...

This companion essay contributes to video-based organizational research by critically assessing conventional representational modes of videographic practice and conceptualizing an ‘expressive’ ontology for research. We offer image thought that foregrounds the creative powerfully affective potential both work spectatorship. To advance this perspective inspire future research, we present our videography (length 30 minutes) integrates various elements in montage form. use film scrutinize...

In the period that has become known as late capitalism, processes of commercialization are continuously taking on new forms. These tendencies enact an influence how people understand themselves, social relations they engage in, and world around them. Geographical knowledge is no exception increasingly shrouded in language, symbolism, tropes marketing. Following work Judith Butler, we explore these have profound implications our self-construal, making discursive “implacement” expedient factor...

Purpose This paper aims to investigate the role of new value creation mechanisms in a company's sales strategy. Using and strategic marketing as theoretical approaches, study explores underpinnings blue ocean strategy (BOS) categorizes ways which BOS is reflected management activities. The link performance influence contextual moderation are also examined. Design/methodology/approach article reports on 168‐respondent survey CEOs directors Finnish companies across industries....

In this essay, we explore the limits of marketized belonging through Kristeva’s theorization melancholia and desire. This allows us to problematize “joyful” accounts societal re-enchantment how “belonging” collectives consumption (such as neo-tribes, subcultures consumption, brand communities) is generally seen a natural response modernist rationalization increased individualization. Instead, argue that scholarly understanding collective forms has been premised upon paradoxical ground due...