Marketing and Exchange

Houston, Franklin S.; Gassenheimer, Jule B.

doi:10.1177/002224298705100402

Cited by 254 publications

(151 citation statements)

References 18 publications

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“…People can satisfy their needs by self-production (typical of primitive societies), by reducing needs and wants, by allowing other values to override their inner desires (for example, athletes practicing forms of asceticism), and through exchange (Houston and Gassenheimer, 1987).…”

Section: Opportunities For Marketing Researchersmentioning

confidence: 99%

Opportunities for marketing researchers in international entrepreneurship

Styles

Seymour²

2006

International Marketing Review

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Purpose -Entrepreneurship is a growing phenomenon in world markets. In response, the past two decades have seen increasing attention given to research and theory development in the area of international entrepreneurship. However, contributions from marketing scholars have been minimal. The purpose of this paper is to define the emerging research field of international entrepreneurship and to explore opportunities for contribution to that field from marketing scholars. Design/methodology/approach -An overview of the field of entrepreneurship highlights the central notions of opportunity, human action, learning, and creativity and innovation. To this is added value exchange, a core focus of marketing theory. These concepts are then used to define international entrepreneurship and highlight opportunities for marketing researchers. Findings -There is considerable scope for marketing academics to contribute to the nascent field of international entrepreneurship which would, in turn, advance marketing theory. Originality/value -The paper encourages scholars in marketing to join with colleagues from other disciplines and countries to add to these international resources.

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Section: Opportunities For Marketing Researchersmentioning

confidence: 99%

Opportunities for marketing researchers in international entrepreneurship

Styles

Seymour²

2006

International Marketing Review

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“…Here, while reflecting upon all these components, we will focus on equity in economic terms of being or feeling ripped-off. Equity approaches in ethics and consumer behavior predict that consumers respond to businesses they deal with in terms of perceptions of fair treatment and related expectations of goal congruence, value, and control between marketers and themselves (Gould, 1992;Houston and Gassenheimer, 1987;Houston et al, 1992). An acceleration of this equity effect may be accentuated by the distancing inherent in technology and especially computers and software (Summers and Markusen, 1992) À individual consumers perceive themselves in a David against Goliath relationship with impersonal big business, something akin to consumer or cultural resistance (Ozanne et al, 1998).…”

Section: The Economic Issuementioning

confidence: 99%

“…Strutton et al, 1994). Such a decision may also be viewed as a type of exchange, i.e., appropriation, that is but one form of consumer acquisition-mode, others taking such forms as make-buy or purchaselease decisions (Houston and Gassenheimer, 1987;Houston et al, 1992). Analysis of this decision generates a number of broad-ranging perspectives.…”

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confidence: 99%

?To Pirate or Not to Pirate?: A Comparative Study of the Ethical Versus Other Influences on the Consumer?s Software Acquisition-Mode Decision

2004

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Consumers of software often face an acquisition-mode decision, namely whether to purchase or pirate that software. In terms of consumer welfare, consumers who pirate software may stand in opposition to those who purchase it. Marketers also face a decision whether to attempt to thwart that piracy or to ignore, if not encourage it as an aid to their software's diffusion, and policymakers face the decision whether to adopt inter-ventionist policies, which are government-centric, or laissez faire policies, which are marketer-centric. Here in order to assess the decision-making of all three of these stakeholders, we focus on the consumer's point-of-view as central and examine it by considering on a comparative basis the ethical dimension versus other dimensions, including economic, legal, and other salient consumer behavior considerations. Based on a survey of 689 software consumers conducted over the Internet, the results indicate that ethics as a factor is embedded in a multidimensional set of determinant factors influencing software piracy, including attitudes, legal aspects, social support, perceptions of economic loss and age. Policy and research implications, based on these findings, are provided.

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“…Houston and Gassenheimer (1987), for example, argue that if attention is limited to the study of single, isolated exchanges, the heart of marketing is ignored, while Levy and Zaltman (1975, p. 27) define marketing as a system where people or groups are inter-related, engaged in reaching a shared goal and have "patterned relationships with one another". Increasingly, organizations seek to develop ongoing relationships with their customers, moving the nature of their interaction along what Gronroos (1991) has described as a Marketing Strategy Continuum.…”

Section: Introductionmentioning

confidence: 99%

Buyer‐seller relationships: A conceptual model and empirical investigation

Palmer

Bejou

1994

Journal of Marketing Management

140

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Increasing emphasis is being placed by marketing managers on the need to build long-term relationships between themselves and their customers. Analysis of long-term buyer-seller relationships has drawn heavily on the literature of social psychology, especially in making comparisons with family relationships. It has been proposed that buyer-seller relationships go through some form of lifecycle, paralleling cyclical relationships in other areas of human activity. However, models of the evolutionary development of buyer-seller relationships have remained largely theoretical, with little empirical validation of the life cycle concept, or analysis of the changing composition of a relationship as it progresses through a life cycle. This paper provides cross-sectional empirical evidence of the existence of a buyer-seller relationship life cycle within the investment services sector. The elements that buyers perceive as being important in holding a relationship together are dependent on the duration to date of the relationship. In the early stages of development, selling pressure is perceived as being a dominant element in relationship development, giving way to judgements of ethical credibility and empathy as the relationship develops. From this initial survey of investment services customers, a number of implications for relationship marketing strategies within the services sector are suggested.

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Marketing and Exchange

Abstract: Exchange has been widely accepted as the core concept in marketing, yet the topic has received limited attention by researchers in the marketing discipline. The authors discuss exchange theory and tie it more closely to the basic underpinnings of marketing.

Cited by 254 publications

References 18 publications

Opportunities for marketing researchers in international entrepreneurship

Opportunities for marketing researchers in international entrepreneurship

?To Pirate or Not to Pirate?: A Comparative Study of the Ethical Versus Other Influences on the Consumer?s Software Acquisition-Mode Decision

Buyer‐seller relationships: A conceptual model and empirical investigation

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