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  • 51. Dolles, Harald
    et al.
    Söderman, Sten
    Stockholm University, Faculty of Social Sciences, Stockholm Business School, Marketing.
    The network of value captures in football club management: a framework to develop and analyze competitive advantage in professional team sports2012In: The 20th EASM conference: Sport between businessand civil society: Abstract Book / [ed] Søren Bang, Morten Kätow, University College of Northern Denmark (UCN) , 2012Conference paper (Refereed)
  • 52. Dolles, Harald
    et al.
    Söderman, Sten
    Stockholm University, Faculty of Social Sciences, Stockholm Business School, Marketing.
    The network of value captures in football club management: a framework to develop and analyze competitive advantage in professional team sports2012In: Proceedings of the European Academy of Management 12th Annual Meeting, Rotterdam: Rotterdam School of Management, ERASMUS University, 2012Conference paper (Refereed)
  • 53. Dolles, Harald
    et al.
    Söderman, Sten
    Stockholm University, Faculty of Social Sciences, Stockholm Business School, Marketing.
    The network of value captures in Japanese football management2010In: Back to the Future: Proceedings, 2010, p. 1-30Conference paper (Refereed)
  • 54. Dolles, Harald
    et al.
    Söderman, Sten
    Stockholm University, Faculty of Social Sciences, Stockholm Business School, Marketing.
    The Network of Value Captures in Professional Soccer League: Analysing the Development of Japanese Professional Soccer League2011In: Shõgaku ronsan, ISSN 0286-7702, Vol. LII, no 1-2, p. 195-232Article in journal (Refereed)
  • 55. Dolles, Harald
    et al.
    Söderman, Sten
    Stockholm University, Faculty of Social Sciences, Stockholm Business School, Marketing.
    Transfer of Institutional Practices in Sports - From European Football to the Development of Professional Football in Japan (J-League)2005Conference paper (Refereed)
  • 56. Dolles, Harald
    et al.
    Söderman, Sten
    Stockholm University, Faculty of Social Sciences, Stockholm Business School, Marketing.
    Twenty years of development of the J-League: analysing the business parameters of professional football in Japan2013In: Soccer & Society, ISSN 1466-0970, Vol. 14, no 5, p. 702-721Article in journal (Refereed)
    Abstract [en]

    By considering the implementation, as well as the immediate and sustainable success of the Japanese professional soccer (hence: football) league (J-League) during its first two decades as a neglected research example, we apply the ‘network of value captures’ research framework to the Japanese context. This research framework identifies and describes the business parameters of professional football by the following dimensions: (1) the product and its features; (2) various customer groups; and (3) the future vision of the club as central to different levels of strategy aggregation. The outcome of this research provides insight into the management of football in Japan by revealing different practices compared to Europe e.g. in target customer groups, in associated product marketing and merchandizing and in distribution of media revenues. The success story of the J-League also contributes to an increasing international awareness of Japanese football, its players and its fans.

  • 57. Dolles, Harald
    et al.
    Söderman, Sten
    Stockholm University, Faculty of Social Sciences, Stockholm Business School, Marketing.
    Unlocking advertising, activation and sponsorship in an emerging market: The case of Beijing Olympics2014In: Waves and Winds of Strategic Leadership for Sustainable Competitiveness: Proceedings of the European Academy of Management / [ed] Alejandro Escribá-Esteve, 2014Conference paper (Refereed)
  • 58. Dolles, Harald
    et al.
    Söderman, Sten
    Stockholm University, Faculty of Social Sciences, Stockholm Business School, Marketing.
    アジアにおけるメガスポーツ・イベント社会,ビジネス,そして経営に及ぼす影響 [Impact of Mega-sports Events in Asia on Society, Economy and Management]2012In: スポーツ・マネジメントとメガイベント: Jリーグ・サッカーとアジアのメガスポーツ・イベン [Sports management and mega events: J-league soccer an mega-sports event in Aisa] / [ed] Yoshiaki Takahashi, Hiroko Hayakawa, Harald Dolles,Sten Söderman, Tokyo: Bunshindo, 2012, p. 113-127Chapter in book (Refereed)
  • 59. Eriksson-Zetterquist, Ulla
    et al.
    Östberg, Jacob
    Stockholm University, Faculty of Social Sciences, Stockholm Business School, Marketing.
    Att skriva böcker och bokkapitel2014In: Efter festen: om konsten att utvecklas från doktor till docent eller en guide för den postdoktorala tillvaron / [ed] Sara Eldén, Anna Jonsson, Lund: Studentlitteratur AB, 2014, p. 37-54Chapter in book (Other academic)
  • 60. Frösén, Johanna
    et al.
    Jaakkola, Matti
    Churakova, Iya
    Tikkanen, Henrikki
    Stockholm University, Faculty of Social Sciences, Stockholm Business School, Marketing. Aalto University School of Business, Finland.
    Effective forms of market orientation across the business cycle: A longitudinal analysis of business-to-business firms2016In: Industrial Marketing Management, ISSN 0019-8501, E-ISSN 1873-2062, Vol. 52, p. 91-99Article in journal (Refereed)
    Abstract [en]

    Macroeconomic developments, such as the business cycle, have a remarkable influence on firms and their perfor- mance. In business-to-business (B-to-B) markets characterized by a strong emphasis on long-term customer relationships, market orientation (MO) provides a particularly important safeguard for firms against fluctuating market forces. Using panel data from an economic upturn and downturn, we examine the effectiveness of differ- ent forms of MO (i.e., customer orientation, competitor orientation, interfunctional coordination, and their combinations) on firm performance in B-to-B firms. Our findings suggest that the impact of MO increases espe- cially during a downturn, with interfunctional coordination clearly boosting firm performance and, conversely, competitor orientation becoming even detrimental. The findings further indicate that both the role of MO and its most effective forms vary across industry sectors, MO having a particularly strong impact on performance among B-to-B service firms. The findings of our study provide guidelines for executives to better manage perfor- mance across the business cycle and tailor their investments in MO more effectively, according to the firm's specific industry sector. 

    Download full text (pdf)
    fulltext
  • 61. Frösén, Johanna
    et al.
    Luoma, Jukka
    Jaakkola, Matti
    Tikkanen, Henrikki
    Stockholm University, Faculty of Social Sciences, Stockholm Business School, Marketing. Aalto University School of Business, Finland.
    Aspara, Jaakko
    What Counts Versus What Can Be Counted: The Complex Interplay of Market Orientation and Marketing Performance Measurement2016In: Journal of marketing, ISSN 0022-2429, E-ISSN 1547-7185, Vol. 80, no 3, p. 60-78Article in journal (Refereed)
    Abstract [en]

    Market orientation (MO) and marketing performance measurement (MPM) are two of the most widespread strategic marketing concepts among practitioners. However, some have questioned the benefits of extensive investments in MO and MPM. More importantly, little is known about which combinations of MO and MPM are optimal in ensuring high business performance. To address this research gap, the authors analyze a unique data set of 628 firms with a novel method of configurational analysis: fuzzy-set qualitative comparative analysis. In line with prior research, the authors find that MO is an important determinant of business performance. However, to reap its benefits, managers need to complement it with appropriate MPM, the level and focus of which vary across firms. For example, whereas large firms and market leaders generally benefit from comprehensive MPM, small firms may benefit from measuring marketing performance only selectively or by focusing on particular dimensions of marketing performance. The study also finds that many of the highest-performing firms do not follow any of the particular best practices identified.

    Download full text (pdf)
    fulltext
  • 62.
    Fyrberg, Anna
    Stockholm University, Faculty of Social Sciences, School of Business, Marketing.
    The Certain Uncertainty: Service Marketing And Risk - The Reverse Logic Of Sport Sponsoring2010Conference paper (Refereed)
  • 63.
    Fyrberg, Anna
    et al.
    Stockholm University, Faculty of Social Sciences, Stockholm Business School, Marketing.
    Juriado, Rein
    What about interaction? Networks and brands as integrators within service-dominant logic2009In: International Journal of Service Industry Management, ISSN 0956-4233, E-ISSN 1758-6704, Vol. 20, no 4, p. 420-432Article in journal (Refereed)
    Abstract [en]

    The paper conceptualizes the key actors involved in the co-creation process as Brand Governor, Providers and Customers. In addition, it proposes an advancement of the service brand-relationship-value triangle introduced by Brodie et al. by linking the key processes and actors in the triangle. It is found that the network approach provides a deeper understanding of how actors integrate with one another and how this interaction leads to co-created outcomes that can be translated into value

  • 64.
    Fyrberg, Anna
    et al.
    Stockholm University, Faculty of Social Sciences, Stockholm Business School, Marketing.
    Söderman, Sten
    Stockholm University, Faculty of Social Sciences, Stockholm Business School, Marketing.
    Varumärkets betydelse inom idrottsrörelsen: ett sponsorperspektiv2009Report (Other academic)
  • 65. Fyrberg Yngfalk, Anna
    et al.
    Yngfalk, Carl
    Stockholm University, Faculty of Social Sciences, Stockholm Business School, Marketing.
    Datadriven marknadsföring och konsumentsårbarhet: En kunskapsöversikt2023Report (Other academic)
    Abstract [sv]

    Digitaliseringen och framväxten av nya algoritmbaserade övervakningsteknologier har fundamentalt förändrat företags möjligheter att arbeta data-drivet med marknadsföring och kommunikation. Digitala plattformar och mobila, ”smarta” enheter samlar in enorma mängder data om konsumenters aktiviteter både online och offline. Utvecklingen har fört med sig nya etiska problematiker för individer och organisationer där konsumentens integritet och sårbarhet hamnar i fokus. I den här kunskapsöversikten presenteras forskning om datadriven marknadsföring utifrån ett konsumentperspektiv och med ett särskilt fokus på: 1) konsumenters hantering av datadriven marknadsföring, 2) datadriven marknadsföring och dess implikationer för särskilt sårbara konsumenter); 3) individanpassad prissättning genom algoritmbaserad teknologi.

    Kunskapsöversikten visar till att börja med hur konsumenters medvetenhet ökat kring företags allt mer strategiska arbete med datadriven marknadsföring, även om forskning betonar att de flesta konsumenter har lite kunskap om vidden av företags konsumentövervakning och dess implikationer för den enskilda individen. De flesta konsumenter accepterar företagens villkor för datadelning i konsumtionen av en viss digital tjänst, om än studier visar att de flesta föredrar att dela med sig till företag och varumärken som de har ett högt förtroende för. Konsumenters hantering av och möjligheter att motsätta sig företags datainsamling är därmed mycket beroende av hur marknaden ser ut. Finns det konkurrens och många snarlika tjänsteleverantörer på en marknad, finns det såklart även bättre möjligheter för konsumenter att välja det företag som anses mer tillförlitligt i termer av hur de arbetar med dataetiska frågor. Detta beskrivs inom forskningen som att konsumenter i sitt vardagsliv mer eller mindre villkorligt tvingas att ”kapitulera” inför teknologin.

    Utefter ovanstående utveckling visar översikten vidare på implikationerna för konsumenters sårbarhet på marknader. Här visar forskning hur situationen för redan skuldsatta konsumenter försvåras genom den digitala precisionen i övervakningsteknologin, där denna grupp av konsumenter är regelbundet exponerade för särskilt riktade och personliga erbjudanden som ofta anspelar på känslan av att nya lån kommer att förbättra och förenkla situationen. Exempelvis visar översikten att konsumenter lägger skulder ”på lager”, vilket ökar sårbarheten och förvärrar den socio-ekonomiska utsattheten och riskerar i sin tur försvårar andra beroendeproblematiker. Det konstateras också i översikten att barn och unga saknar förmågan att kritiskt förhålla sig till datainsamling och behandlar därför budskap och upplevelser som bygger på datadriven marknadsföring fundamentalt annorlunda jämfört med vuxna. Dessa 4 grupper agerar ofta mer känslomässigt och anstränger sig mindre för att förkasta eller ifrågasatta datadrivna budskap vilket gör att dessa grupper är mer utsatta i digitala miljöer. Här lyfts en tydlig integritetsparadox fram där unga konsumenter, särskilt i tonåren, tenderar att betrakta digitala miljöer som deras privata sfär och att de därför tenderar att avvisa guidning eller hjälp av föräldrar eller skolan vilka utgör fundamentala aktörer för att utveckla barnens digitala kompetens och för att skydda dem på nätet.

    Avslutningsvis sammanställer kunskapsöversikten även forskningen om dynamisk eller individanpassad prissättning via algoritmbaserade teknologier med fokus på konsumenters hantering av, respektive möjligheter att påverka, hur företag använder personliga data i sin prissättning. Här visar forskning framförallt att konsumenters integritetssyn påverkas av nivån av transparens i företags arbete och kommunikation kring datainsamling, vilket därigenom modererar konsumenters acceptans av individanpassade priser. Men denna acceptans beror även på konsumenters uppfattning om prisets rättvishet, så kallad prisrättvisa, där en upplevd orättvisa riskerar att resultera i ett generellt lägre förtroende för, och därmed lägre sannolikhet att köpa av, ett visst företag. Översikten lyfter därför fram en ökad risk för exploatering av konsumenter på marknader, där de som väljer att dela sin data och som dessutom besitter högt förtroende för ett visst företag eller varumärke riskerar att beläggas med högre priser jämfört med andra individer, till exempel nya eller mindre lojala kunder.

  • 66. Gammelsäter, Hallgeir
    et al.
    Storm, Rasmus
    Söderman, Sten
    Stockholm University, Faculty of Social Sciences, Stockholm Business School, Marketing.
    Diverging Scandinavian Approaches to Professional Football2011In: The Organisation and Governance of Top Football Across Europe: An Institutional Perspective / [ed] Hallgeir Gammelsäter, Benoît Senaux, Abingdon, Oxon: Routledge, 2011, p. 77-92Chapter in book (Refereed)
  • 67.
    Gummesson, Evert
    Stockholm University, Faculty of Social Sciences, Stockholm Business School, Marketing.
    All Research Is Interpretive!2003In: Journal of business & industrial marketing, ISSN 0885-8624, E-ISSN 2052-1189, Vol. 18, no 6-7, p. 482-492Article in journal (Refereed)
    Abstract [en]

    This article advocates recognition of interpretive elements in business research and the need for improvement of the researcher’s interpretive skills. The scientific tradition specifically concerned with interpretation is called hermeneutics. However, interpretation exists in all types of scientific studies, be they quantitative or qualitative. The article presents lessons from hermeneutics and spells out the interpretive content of research in general and with specific focus on business-to-business marketing. Interpretive methods, when applied to business, are characterized by efforts to understand the complexity of the business world and its products, services and markets, and to add meaning to strategies, actions and events. A set of methods designated interactive research is discussed. These are more inspired by the humanities, sociology, anthropology and modern natural sciences than by the social sciences research paradigm as it is currently applied in most mainstream research in marketing.

  • 68.
    Gummesson, Evert
    Stockholm University, Faculty of Social Sciences, Stockholm Business School, Marketing.
    Are Current Research Approaches in Marketing Leading Us Astray?2001In: Marketing Theory, ISSN 1470-5931, E-ISSN 1741-301X, Vol. 1, no 1, p. 27-48Article in journal (Refereed)
  • 69.
    Gummesson, Evert
    Stockholm University, Faculty of Social Sciences, Stockholm Business School, Marketing.
    Are You Looking Forward to Your Surgery?2001In: Managing Service Quality, ISSN 0960-4529, E-ISSN 1758-8030, Vol. 11, no 1, p. 7-9Article in journal (Refereed)
  • 70.
    Gummesson, Evert
    Stockholm University, Faculty of Social Sciences, School of Business, Marketing.
    Co-reating value with customers and other stakeholders: On a paradigm shift in marketing and service2010Conference paper (Refereed)
  • 71.
    Gummesson, Evert
    Stockholm University, Faculty of Social Sciences, School of Business, Marketing.
    Customer-to-customer interaction in service development: A many-to-many approach2006In: Involving customers in new service development / [ed] Bo Edvardsson, Anders Gustafsson, Per Kristensson, Peter Magnusson, Jonas Matthing, London: Imperial College Press, 2006, p. 77-98Chapter in book (Other academic)
  • 72.
    Gummesson, Evert
    Stockholm University, Faculty of Social Sciences, School of Business, Marketing.
    eCRM and hCRM: martial rivalry or marital bliss2001In: eCRM—electronic customer relationship management: management der kundenbeziehungen im internet-zeitalter / [ed] Andreas Eggert, Georg Fassott, Stuttgart: Schäffer-Poeschel Verlag , 2001, p. 109-127Chapter in book (Other academic)
  • 73.
    Gummesson, Evert
    Stockholm University, Faculty of Social Sciences, School of Business, Marketing.
    Fallstudiebaserad forskning2003In: Kunskapande metoder inom samhällsvetenskapen / [ed] Bengt Gustavsson, Lund: Studentlitteratur, 2003, 1. uppl., p. 115-154Chapter in book (Other academic)
  • 74.
    Gummesson, Evert
    Stockholm University, Faculty of Social Sciences, Stockholm Business School, Marketing.
    Implementing the marketing concept: from service and value to lean consumption2006In: Marketing Theory, ISSN 1470-5931, E-ISSN 1741-301X, Vol. 6, no 3, p. 291-293Article in journal (Refereed)
  • 75.
    Gummesson, Evert
    Stockholm University, Faculty of Social Sciences, School of Business, Marketing.
    Many-to-many marketing as grand theory: A Nordic school contribution2006In: The service-dominant logic of marketing: dialog, debate, and directions / [ed] Robert F. Lusch, Stephen L. Vargo, Armonk, N.Y.: M. E. Sharpe, 2006, p. 339-353Chapter in book (Other academic)
  • 76.
    Gummesson, Evert
    Stockholm University, Faculty of Social Sciences, School of Business, Marketing.
    Marknadsföringens ekonomistyrning2004In: Controllerhandboken / [ed] Lars A. Samuelson, Stockholm: Teknikföretagen , 2004, 8. [rev] utg., p. 637-679Chapter in book (Other academic)
  • 77.
    Gummesson, Evert
    Stockholm University, Faculty of Social Sciences, School of Business, Marketing.
    Marknadsföringens ekonomistyrning2001In: Controllerhandboken / [ed] Lars A. Samuelson, Stockholm: Sveriges verkstadsindustrier (VI) , 2001, 7., [utök. och omarb.] utg.Chapter in book (Other academic)
  • 78.
    Gummesson, Evert
    Stockholm University, Faculty of Social Sciences, School of Business, Marketing.
    Practical Value of Adequate Marketing Management Theory 2002In: European Journal of Marketing, ISSN 0309-0566, E-ISSN 1758-7123, Vol. 36, no 3, p. 325-349Article in journal (Refereed)
    Abstract [en]

    This is a critical discourse on marketing management textbooks and their presentations of general marketing theory. These books claim to be general, complete and up-to-date, although the base of “textbook theory” is consumer goods mass marketing, a minority of all marketing if compared to services and B-to-B marketing. Seminal developments over the past decades in services marketing, quality management, relationship marketing and CRM are treated as special cases although they intervene in all types of marketing. The article claims that marketing management has become stereotyped on a derelict foundation in commodity-like textbooks. It ends with guidelines on how research in marketing could reinvent itself to the benefit of both academics and practitioners.

  • 79.
    Gummesson, Evert
    Stockholm University, Faculty of Social Sciences, Stockholm Business School, Marketing.
    Qualitative research in marketing: roadmap for a wilderness of complexity and unpredictability2005In: European Journal of Marketing, ISSN 0309-0566, E-ISSN 1758-7123, Vol. 39, no 3/4, p. 309-327Article in journal (Refereed)
  • 80.
    Gummesson, Evert
    Stockholm University, Faculty of Social Sciences, Stockholm Business School, Marketing.
    Quality Research in Management: addressing Complexity, Context and Persona2006In: Management Decision, ISSN 0025-1747, E-ISSN 1758-6070, Vol. 44, no 2, p. 167-179Article in journal (Refereed)
  • 81.
    Gummesson, Evert
    Stockholm University, Faculty of Social Sciences, School of Business, Marketing.
    Reflections on Healthcare Systems in the Light of a New Science of Service.2010Conference paper (Refereed)
  • 82.
    Gummesson, Evert
    Stockholm University, Faculty of Social Sciences, Stockholm Business School, Marketing.
    Relationship Marketing and a New Economy: it's Time for De-Programming2002In: Journal of Services Marketing, ISSN 0887-6045, E-ISSN 0887-6045, Vol. 16, no 7, p. 585-589Article in journal (Refereed)
  • 83.
    Gummesson, Evert
    Stockholm University, Faculty of Social Sciences, School of Business, Marketing.
    Relationship marketing: from CRM and one-to-one to many-to-many networks2006In: Marketing: broadening the horizons / [ed] Stefan Lagrosen, Göran Svensson, Lund: Studentlitteratur, 2006Chapter in book (Other academic)
  • 84.
    Gummesson, Evert
    Stockholm University, Faculty of Social Sciences, Stockholm Business School, Marketing.
    Relationship Marketing in the New Economy.2002In: Journal of Relationship Marketing, ISSN 1533-2667, E-ISSN 1533-2675, Vol. 1, no 1, p. 37-57Article in journal (Refereed)
  • 85.
    Gummesson, Evert
    Stockholm University, Faculty of Social Sciences, Stockholm Business School, Marketing.
    Relationship marketing: It all happens here and now!2003In: Marketing Theory, ISSN 1470-5931, E-ISSN 1741-301X, Vol. 3, no 1, p. 167-169Article in journal (Refereed)
  • 86.
    Gummesson, Evert
    Stockholm University, Faculty of Social Sciences, Stockholm Business School, Marketing.
    Return on Relationships (ROR): the Value of Relationship Marketing and CRM in Business-to-Business Contexts2004In: Journal of business & industrial marketing, ISSN 0885-8624, E-ISSN 2052-1189, Vol. 19, no 2, p. 136-148Article in journal (Refereed)
  • 87.
    Gummesson, Evert
    Stockholm University, Faculty of Social Sciences, Stockholm Business School, Marketing.
    Service Provision Calls for Partners Instead of Parties2004In: Journal of Marketing, ISSN 0022-2429, Vol. 68, no 1, p. 20-21Article in journal (Refereed)
  • 88.
    Gummesson, Evert
    Stockholm University, Faculty of Social Sciences, School of Business, Marketing.
    Sveket mot konsumenterna2004In: Den undflyende sanningen: [en vänbok till Åke Ortmark] / [ed] Eva Norlin, Sten Westerberg, Peter Wolodarski, Stockholm: SNS förlag, 2004Chapter in book (Other academic)
  • 89.
    Gummesson, Evert
    Stockholm University, Faculty of Social Sciences, School of Business, Marketing.
    The practical value of adequate marketing management theory2004In: Applying qualitative methods to marketing management research / [ed] Renate Buber, Johannes Gadner, Lyn Richards, Basingstoke: Palgrave Macmillan, 2004, p. 3-31Chapter in book (Other academic)
  • 90.
    Gummesson, Evert
    Stockholm University, Faculty of Social Sciences, School of Business, Marketing.
    Tjänstekvalitet ur ett ledningsperspektiv2002In: Ledning av företag och förvaltningar: [förutsättningar, former, förnyelse] / [ed] Rolf Lind, Stockholm: SNS förlag, 2002, 3., rev. uppl., p. 219-250Chapter in book (Other academic)
  • 91.
    Gummesson, Evert
    Stockholm University, Faculty of Social Sciences, School of Business, Marketing.
    Total relationship marketing: marketing strategy moving from the 4Ps - product, price, promotion, place - of traditional marketing management to the 30Rs - the thirty relationships - of a new marketing paradigm2002 (ed. 2. uppl.)Book (Other academic)
  • 92.
    Gummesson, Evert
    Stockholm University, Faculty of Social Sciences, School of Business, Marketing.
    Total relationsmarknadsföring: en systemsyn på den nya marknadsföringen2001In: Palvelut ja asiakassuhteet markkinoinnin polttopisteessä / [ed] Raija Järvinen, Christian Grönroos, Helsinki: Kauppakaari , 2001, p. 144-163Chapter in book (Other academic)
  • 93.
    Gummesson, Evert
    et al.
    Stockholm University, Faculty of Social Sciences, School of Business, Marketing.
    Bagelius, N
    Vigerland, L
    Criminal marketing: relationships & networks2010Conference paper (Refereed)
  • 94.
    Gustavsson, Clara
    Stockholm University, Faculty of Social Sciences, Stockholm Business School, Marketing.
    Trust as an Instance of Asymmetrical Reciprocity: An Ethics Perspective on Corporate Brand Management.2005In: Business Ethics. A European Review, ISSN 0962-8770, E-ISSN 1467-8608, Vol. 14, no 2, p. 142-150Article in journal (Refereed)
  • 95.
    Hartmann, Benjamin J.
    et al.
    Jönköping University.
    Östberg, Jacob
    Stockholm University, Faculty of Social Sciences, School of Business, Marketing.
    Authenticating by re-enchantment: The discursive making of craft production2013In: Journal of Marketing Management, ISSN 0267-257X, E-ISSN 1472-1376, Vol. 29, no 7-8, p. 882-911Article in journal (Refereed)
    Abstract [en]

    This paper presents an analysis of the way brand authentication operates through discursive enchantment as a series of ongoing negotiations among different market actors. We suggest that one specific type of enchantment, the concept of craft production, has been given too sparse attention in conceptualisations of authenticity. Through a qualitative multi-method inquiry based into the guitar subculture and a brand genealogy of the pseudo-Swedish guitar brand Hagstrom, we show how the rationalising trajectories of modernity can not only have disenchanting effects, but can also be dis-authenticating. We illustrate how various marketplace participants collectively engage in brand re-enchantment processes that provide the springboard for re-authenticating rationalised production through five enchanting craft discourses: vocation, dedication, tradition, mystification, and association.

  • 96. Hartmann, Benjamin J.
    et al.
    Östberg, Jacob
    Stockholm University, Faculty of Social Sciences, Stockholm Business School, Marketing.
    Zombie Brands2018Conference paper (Other academic)
  • 97. Hartmann, Benjamin
    et al.
    Östberg, Jacob
    Stockholm University, Faculty of Social Sciences, Stockholm Business School, Marketing.
    Academic liner notes: a re-inquiry of Chris Hackley’s (2012) CCT Blues2018In: Consumption, markets & culture, ISSN 1025-3866, E-ISSN 1477-223X, Vol. 21, no 3, p. 205-214Article in journal (Refereed)
    Abstract [en]

    While in certain sub-areas of marketing and consumer research, alternative modes of investigation and representation have been mushrooming for a while - i.e. publications of poetry, poetry sessions at conferences, videography, and fiction - we suggest music and complementary academic liner notes as another form of alternative investigation and expression. This paper offers accompanying notes to our original contribution in musical format as an alternative mode of representation and critical dramatization in marketing and consumer research. The song is called CCT Blues and is perfomed by Postmödern talking sans frontièrs avéc fromage [the song can be found on Applemusic, iTunes, and Spotify searching for CCT Blues and the artist name.] These liner notes guide the academic listener through our reflexive critical dramatization of the current intellectual condition of the CCT research area in form of a cover song of Chris Hackley’s CCT Blues [2012a. CCT Blues Electric Version.wmv, June 2. Accessed November 25, 2016. https:// www.youtube.com/watch?v=n1pgyaiw610]. Consequently, this paper offers a backstage pass into the world of producing and packaging our critique in audio format.

  • 98. Hartmann, Benjamin
    et al.
    Östberg, Jacob
    Stockholm University, Faculty of Social Sciences, Stockholm Business School, Marketing.
    Parment, Anders
    Stockholm University, Faculty of Social Sciences, Stockholm Business School, Marketing.
    Solér, Cecilia
    Unboxing marketing: Creating value for consumers, firms, and society2020Book (Other academic)
  • 99.
    Hermansdotter, Mikaela
    et al.
    Stockholm University, Faculty of Social Sciences, Stockholm Business School, Marketing.
    Cederlind, Jesper
    Stockholm University, Faculty of Social Sciences, Stockholm Business School, Marketing.
    Tick tack, Tik Tok. Hög tid attlära känna den moderna tidensopinionsbildare: En kvalitativ studie om unga influencers på mobilappen TikTok2019Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    The fact that young people, through social media, has increasingly been given the power to influence has been commercialized by companies through the marketing method influencer marketing. However, most of the research on influencer marketing focuses on companies or followers – but what do we really know about how these influencers themselves regard the phenomenon and their role? What is it that drives influencers under the age of 18? This study aims to answer these questions and thereby provide important insights about how companies best relate to the group of young influencers. The participants in the study, which are aged between 14 and 17, are active on the mobile app TikTok. At the time of writing, they have between 172,000 to 2.3 million followers on the platform.

    The study shows a relatively conscious group of young individuals with a good understanding for their role in the marketing system, as well as their role as opinion leaders and influencers. Generally, they show a negative view of advertising in general but a positive attitude to influencer marketing. They also have a strong perception of possible negative aspects, that they identify as an abuse of the role influencer. Despite the fact that influencers mainly seem to be driven by personal gain, they have a clear desire to act as a role model and source of inspiration. Influencers seem to be strongly driven by internal sources of motivation and therefore show great personal integrity as well as selectivity to collaborations with companies. To achieve a successful business collaboration, the cooperation should therefore be perceived by influencers as self-chosen, contain the right kind of message and finally give enough room for the influencer’s own interpretations.

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  • 100.
    Hietanen, Joel
    et al.
    Stockholm University, Faculty of Social Sciences, Stockholm Business School, Marketing. Aalto University School of Business, Finland.
    Rokka, Joonas
    Market practices in countercultural market emergence2015In: European Journal of Marketing, ISSN 0309-0566, E-ISSN 1758-7123, Vol. 49, no 9/10, p. 1563-1588Article in journal (Refereed)
    Abstract [en]

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

    Design/methodology/approach – Insights are drawn from a four-year multi-sited ethnographic study of a rapidly expanding electronic music scene that serves as an illustrative example of emergent countercultural market. 

    Findings – In contrast to mainstream consumer or industrial markets, the authors identify a distinctive dynamic underlying market emergence. Countercultural markets as well as their appeal and longevity largely depend on an inherent authenticity paradox that focal market actors need to sustain and negotiate through ongoing market-shaping and market-restricting practices.

    Practical implications – From a practitioner perspective, the authors discuss the implications for market actors wishing to build on countercultural authenticity. They highlight the fragility of countercultural markets and point out practices sustaining them, and also possibilities and challenges in tapping into them. 

    Originality/value – The study contributes by theorizing the tensions that energize and drive countercultural market emergence. In particular, the authors address the important role of market-restricting practices in facilitating countercultural appeal that has not received explicit attention in prior marketing literature.

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    fulltext
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