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Gör som jag säger! igen och igen: om lojalitet och lek i marknadsföringen: en beskrivning av legitimeringssystematik
Stockholm University, Faculty of Social Sciences, School of Business.ORCID iD: 0000-0001-7133-9667
2010 (Swedish)Doctoral thesis, monograph (Other academic)Alternative title
Do as I say! Again and again. : On loyalty and make-believe play in marketing. A system for legitimation. (English)
Abstract [sv]

Marknadsföring bildar ett system av kompetenser baserade på kunskap om förfarande. Beroende på hur förfarandet är beskrivet så faller kunskapen ut. Genom att undersöka beskrivningarnas systematik, både vad gäller meningsinnehåll och sammansättning, undersöker texten beskrivningarnas system för legitimering av handlingsalternativ och handlingsrekommendationer: hur denna systematik bildar sambandet mellan är:et och bör:et behandlas. Avslutningsvis ställs en beskrivning av repetitivt förfarande mot en annan beskrivning av samma förfarande – leken. Genom denna kontrasterande beskrivning blir Forskarens (Rekommenderarens) och Hanterarens roller tydliga: beskrivningarna bestämmer de möjliga handlingsalternativen och legitimerar dem, beskrivningarna bestämmer också implicit vilken roll som Forskaren och Hanteraren liksom Kunden (Konsumenten) och den Anställde får. Beskrivningarna bildar – förutom att vara en beskrivning av vad som finns i världen i termer av ting, händelser, egenskaper och rättigheter – också en slags tillskrivande av roller, möjligheter och legitimitet.

Abstract [en]

Marketing forms a system of competencies based on knowledge of the market and how people act and react, think and rethink. Knowledge of these procedures is embedded in descriptions of the procedure itself. Depending on how the procedure is described, the knowledge spring as a consequence from the description itself. By examining the structural design of descriptions, both in terms of meaning content and compositional construction, the text investigates the descriptions function as a system for identification of policy options and recommendations for action; how this structure is founded in the descriptions and how this structure forms the link between the is and the should is treated. Finally, an alternative description is put forward, a description of a situation in which the same repetitive procedure called loyalty is part – child play. By contrasting these two descriptions the Researchers and the Managers (the Recommenders and the Executioners) roles are put into focus. Descriptions that determine the possible options and legitimize them; also implicitly determines the role of researchers and managers and customers (consumers) and employees; descriptions form - besides being descriptions of the fabric of the world in terms of things, events, properties and rights - also an attribution of roles, of options and legitimacy.

Place, publisher, year, edition, pages
Stockholm: Företagsekonomiska institutionen, Stockholms universitet , 2010. , 310 p.
Keyword [en]
description, situation, loyalty, customer, employee, marketing practice, action, recommendation, game, language, meaning, consciousness, pragmatism
National Category
Business Administration
Research subject
Business Administration
Identifiers
URN: urn:nbn:se:su:diva-43231ISBN: 978-91-7447-157-1 (print)OAI: oai:DiVA.org:su-43231DiVA: diva2:355694
Public defence
2010-11-17, Gröjersalen, hus 3, Kräftriket, Roslagsvägen 101, Stockholm, 13:00 (Swedish)
Opponent
Supervisors
Available from: 2010-10-27 Created: 2010-10-04 Last updated: 2015-10-27Bibliographically approved

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