Becoming familiar with eternal anonymity: how sperm banks use relationship marketing strategy

A visual semiotic analysis of sperm donors’ baby photos as major marketing material at the s[u]permarket

“…Jones, 2005), donor baby photos are exhibited first and foremost for proving that the donor correctly described his eye and hair colour as well as his skin tone, although on average, babies are lighter than adults and their skin tone becomes a bit darker as they grow older (Etkoff, 2000). Yet another benefit is gained through the display of these photos, as they are assumed to 'warm up' the recipient and intensify her desire for a cute baby, like the donor was in infancy (Bokek-Cohen, 2014). Owing to the abstractness of the information included in the verbal narratives, the photos help the donor to humanize and personify his gametes, a process called 'embodiment' .…”

“…The adventurous types want to visit Mexico, Spain, Germany, The Netherlands, Belgium, Bahamas, Puerto Rico, Dominican Republic, Jamaica, Israel and Jordan. It seems that curiosity and openness to new experiences are a major motif in their narratives (Bokek-Cohen, 2014).…”

“…The industry of sperm banking has developed rapidly, thanks to the growing number of lesbian couples and single heterosexual women who wish to conceive without a male partner and also men who wish to preserve their sperm before chemotherapy. Sperm donor selection has become a major consumerist decision which involves an extensive decision process of comparing multiple potential donors, rather than just finding genetic matching and the suitable medical procedure (Bokek-Cohen, 2014).…”

How do anonymous sperm donors signal credibility through their self-presentations?

“…Online purchasing of semen has even been described as being as easy as shopping for books on Amazon.com (Bokek-Cohen, 2014). It has also been argued that sperm donors themselves have also become subject to commodification (Daniels, 2004), and that services aimed at the potential users of donor insemination (DI) are directed primarily toward maximizing profits.…”

La innovación en el paradigma del marketing relacional

“…Estos escenarios de valor percibido mutuo que establece el MR se constituyen en la motivación de las partes respecto a la adopción de la innovación, sin importar las diferentes naturalezas de las organizaciones que intervienen en el intercambio (Nandonde y Kuada, 2018;Parry y Westhead, 2017;Rosendo-Rios et al, 2016;Zauner et al, 2015). Tales innovaciones se materializan a través de la cooperación y el trabajo en red, y se manifiestan en beneficios como el mejoramiento de la relación con los diferentes stakeholders, lo que asegura su participación de forma activa en las diferentes etapas de la cadena de valor (Artto, Valtakoski y Kärki, 2015; Barroso-Méndez, Galera-Casquet y Valero-Amaro, 2015; Parris, Bouchet, Welty-Peachey y Arnold, 2016) y genera, bajo este escenario, un nuevo rol en el sistema de innovación: "el prosumidor" (Bokek-Cohen, 2015;Potra, Izvercian y Miclea, 2016), que no es otra cosa que reconocer la capacidad de creación de valor que poseen los socios empresariales y el consumidor a través del trabajo colaborativo.…”