Generating Research Questions Through Problematization.

Alvesson, Matas; Sandberg, Jörgen

doi:10.5465/amr.2011.59330882

Cited by 530 publications

(545 citation statements)

References 108 publications

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“…Inspired by Alvesson and Sandberg's (2011) approach for staging research problems through problematization rather than gap-spotting, we scrutinize the assumptions in earlier research and suggest an alternative view. Brand images can be seen as emerging not only from companies' deliberate brand building activities but also from customers' interactions with companies and other sources over time (Rindell and Strandvik, 2010).…”

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confidence: 99%

Diagnosing service brand strength: customer-dominant brand relationship mapping

Strandvik

Heinonen

2013

Journal of Service Management

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If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation. AbstractPurpose -Managing service brands entails managing a portfolio of brand relationships with customers and non-customers. The paper develops a framework for diagnosing the strength of a service brand colored by a customer-dominant business logic perspective. The paper aims to discuss these issues. Design/methodology/approach -Combining insights from the literature on branding, service, and relationship management, the paper develops a customer-dominant conceptual and methodological approach. Brand strength captures customers' attachment to a brand in terms of their thoughts, feelings, and actions toward the brand. Since brand strength is the configuration of customers' and non-customers' brand relationships, the paper divides the brand relationship into two componentsbrand connection and purchase status -to compose a brand strength map. Findings -Grounded in customers' accumulated positive and negative experiences, the framework creates a diagnostic picture of the strength of the brand, and an illustrative empirical study demonstrates the mapping procedure's applicability to service brands. Research limitations/implications -The approach is an alternative to a traditional measurement scale development approach. Future studies should explore the framework's adaptability to different contexts, stakeholders, and industries. Practical implications -The distinctive model comprehensively captures the aggregate picture of customers' brand relationships, and the managerially parsimonious framework can be adapted to different service settings. Originality/value -The framework represents a novel diagnostic tool for service companies to explore their brand's strength. The approach is unique because it adopts a customer-dominant perspective. Furthermore, it includes behavior with a relational perspective and negative responses, which reduce overall brand strength.Keywords Customer-dominant logic, Brand relationship, Brand strength, Service brand Paper type Conceptual paper Service brands are often corporate brands (Berry, 2000), and this increases the strategic importance of branding issues (Madden et al., 2006;Lindgreen et al., 2010;Koll and von Wallpach, 2009). In this paper, we adopt a cus...

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confidence: 99%

Diagnosing service brand strength: customer-dominant brand relationship mapping

Strandvik

Heinonen

2013

Journal of Service Management

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“…No specification is offered of what is meant in these references to "problems" or how "problem areas" are to be identified. Given the ambiguity around the meaning of the term "problem"-whether it signals a concern, a gap between the current situation and a more desired state (Hoppe, 2011: p. 23), or simply a question-perhaps it is time to leave the commonly used and vague notion of problem out of political theory altogether and to institute problematization-driven analysis (Alvesson & Sandberg, 2011). As we have seen, however, recalling Tanesini's (1994: p. 207) proposition that concepts are "proposals about how we ought to proceed from here", this initiative would need to be accompanied by robust discussion about the political visions that underpin our uses of the term.…”

Section: Resultsmentioning

confidence: 99%

The Turn to Problematization: Political Implications of Contrasting Interpretive and Poststructural Adaptations

Bacchi¹

2015

OJPS

122

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The purpose of this paper is to introduce and elaborate the varied meanings of problematization in contemporary policy theory. The primary focus is on the different meanings and uses of the term in interpretivism and in Foucault-influenced poststructuralism. The paper argues that interpretive/argumentative adaptations direct attention primarily to how policy makers/workers develop problematizations (ways of understanding a problem) while Foucault-influenced poststructuralists critically scrutinize problematizations (the ways in which "problems" are produced and represented) in governmental policies and practices. It concludes that Foucault-influenced adaptations provide a more substantive critique of extant social arrangements than interpretive approaches, which tend to be reformist in design and inclination.

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“…In order to understand the role of taste in literature on consumer behavior, we performed a root metaphor analysis (Alvesson & Sandberg, 2011) and outlined the different approaches to taste and their different theoretical bases. We identified that taste has been investigated according to three main different perspectives: (a) Taste as individual phenomena, (b) Taste as a social boundary, and (c) Taste as tension between structure and agency.…”

Section: The Taste Construct In Consumer Behaviormentioning

confidence: 99%

Taste Transformation in the Context of Social Mobility

Ponte

Campos

2018

BAR, Braz. Adm. Rev.

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This article provides a theoretical effort to extend the literature on taste transformation and emphasize its shortcomings in explaining this process in social mobility contexts. Firstly, we conduct an overview of taste research in consumer behavior, followed by a presentation of the main concepts on taste transformation under debate in the literature of consumer culture theory and a discussion of the gaps in these frameworks. Secondly, we discuss how a context of social mobility could afford new directions for research on taste transformation. The Brazilian case is proposed as an illustration of this proposition due to its recent socioeconomic instability. Finally, we identify opportunities for future research by exploring (a) taste as a mechanism of distinction-across and (b) taste in inertial acquisition dynamics.

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Generating Research Questions Through Problematization.

Cited by 530 publications

References 108 publications

Diagnosing service brand strength: customer-dominant brand relationship mapping

Diagnosing service brand strength: customer-dominant brand relationship mapping

The Turn to Problematization: Political Implications of Contrasting Interpretive and Poststructural Adaptations

Taste Transformation in the Context of Social Mobility

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