Exploring the perceived value of social practice theories for business-to-business marketing managers

Abstract

Structured AbstractPurpose: Drawing on sociological theories of Giddens, Bourdieu and Goffman, we explore how different relationships are characterized between actors in interaction and determine whether social theories of practice resonate as being practical to business marketers. Design/methodology/approach: In our empirical investigations, we employ the Delphi Method whereby we 'elevate' 6 highly experienced marketing practitioners in Dubai and Bangkok, each in different industries and from different cultural backgrounds, to designated 'expert' positions in exploring the practical relevance of the practice-based theories of Bourdieu, the dramaturgy of Goffman and the structuration theory of Giddens in understanding practical experiences of managing in business (B2B) networks. Findings: Our results show that aspects of these theories are consistent with practitioners' experiences in many ways but the theories themselves do not appear to resonate with the modernist practical consciousness of our participants as being particularly pragmatic or practically useful except as resources they could selectively borrow from as bricoleurs of changing action. Originality/value: Social practice theories appear rather too abstract and complex to practical actors. It is therefore paradoxical that social practice theories do not appear as sufficiently 'handy' or 'ready-to-hand' in Heidegger's (1962) terms; being in need of translation into practical usefulness. It would appear that social practice theories can be a useful analytical vehicle for the academic analyst but cannot resonate with the modernist consciousness of the practical actor.Key words: social practice theories, business interaction, Bourdieu, Goffman, Delphi 1 | P a g e Exploring the Perceived Value of Social Practice Theories for Business-to-Business Marketing ManagersIntroduction Rationalistic thinking and statistical logic were for a long time in social science privileged over embodied influences upon judgment (Kahneman, 2011, p. 8). Social sciences from the 1970's were inclined to assume that people were generally rational. In this view embodied influences, such as emotions and intuitions, were retardants to the obvious benefits of rationality. Western 'Enlightenment' thinking promotes and privileges rational and 'foundationalist' logic, where thinking/knowledge should precede speech and action. In the Aristotelian / Cartesian West, language is crucially important for establishing the logic of the "knowledge-creation-application-performance" sequence (Chia, 2003, p. 953) because the knowledgeable person must first have a command of rhetoric to be effective and convincing. In Western cultures, knowing is a prerequisite of action and knowing is accomplished through language. To act rationally requires you to know what you are doing and to know what you are doing requires you to be able to communicate before doing it.This paper explores the complexities involved in comparing rationalist logic and some antifoundationalist alternatives provided by social pract...

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“…However, this might not be possible under pressure of time and resource constraints. This is at odds with what Ardley and Quinn (2014) suggest happens and Lowe et al (2016) have observed with respect to professional practice in busy operational contexts. However, in using the paradigm mapping of Lowe et al (2004) some of these conceptual issues at least might be straightened out.…”

“…Interestingly, what Rossiter (2012) recommends as a methodological corrective almost parallels what Lowe et al (2016) discovered from a social practice perspective but in reverse. Rossiter (2012) is saying that marketers should work systematically and use empirical processes carefully but when in doubt default to using the established model and deductive logic for strategic guidance with respect to advertising and marketing.…”

“…Other unstated reasons for this recommendation may be recognition of the tendency towards error in empirical work, the pace of the operational environment or the turbulent nature of the field. Seen in terms of the paradigm mapping taxonomy provided by Lowe et al (2004; 2012) the work of Rossiter (2012) can be regarded as an example of paradigm sliding or adaptation and extension of the orthodoxy which absorbs, critiques and to some extent negates the position of Sharp (2010).…”

“…Rossiter (2012) is saying that marketers should work systematically and use empirical processes carefully but when in doubt default to using the established model and deductive logic for strategic guidance with respect to advertising and marketing. Lowe et al (2016) interviewed managers in practice. It was revealed that under time and resource pressure they made decisions based on limited empirical evidence using their intuition and professional experience.…”

“…Finally, the remedial perspective of Rossiter (2012) will be considered as an attempt to encapsulate the work of Wind and Sharp (2009) and Sharp (2010). This study will also examine in passing the following areas: Marketing as polyphonic or multi-voiced practice (Ardley and Quinn, 2014; Skålen and Hackley, 2011), the periodicity or the major phases of marketing (Skålen et al, 2006), paradigmatic pluralism (Lowe et al, 2012) phronesis or conscientious professional practice (Antonacopoulou, 2010; Kavanagh, 2013) and managerial behavior in terms of social practice theory (Lowe et al, 2016).…”