Suggesting new communication tactics using digital media to optimise postmodern traits in marketing

Goneos-Malka, Amaleya; Grobler, Anske F.; Strasheim, A.

doi:10.1080/02500167.2013.757248

“…However, it is the relatively recent development of the information technology that has led to a commensurate expansion in the use of crowdsourcing to solve problems, both in commercial and public sectors (Brown, 2012). The interactive capabilities and unique properties of digital media have opened up new potentialities in a postmodern society (Goneos-Malka, Grobler & Strasheim, 2013). Web 2.0 technologies and their social network capabilities have made collaboration across the crowd almost costless; cost, time and location are no longer constraints to the dissemination of knowledge (Stieger et al, 2012).…”

Section: The Successes Of Innocentive and Other Organisationsmentioning

confidence: 99%

R&D Failure and Second Generation R&D: New Potentialities

Callaghan

¹

2014

MJSS

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“…A fundamental paradigm shift occurred in XXI century marketing, moving it from modern positivism to postmodern constructivism [1][2][3][4][5]. This has occurred as a conceptual shift that redefines the nature of customer, value creation, product, and market, and their relationship.…”

Section: Introductionmentioning

confidence: 99%

Decoding the XXI Century's Marketing Shift: An Agency Theory Framework

Dominici¹,

Yolles²

2016

Preprint

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Abstract:Since the beginning of the XXI century, marketing theory has moved through a series of epistemological shifts from modern positivism to postmodern constructivism. This has resulted in a series of changes to the main concepts of "traditional" marketing such as: market, product, customer, and value. These shifts can be better viewed under a social cybernetics approach such as agency theory. This is because there is now a view that the linear concept of value creation needs to give way to the more complex process of value cocreation, where value is created collectively. Agency theory is one approach that is able to shed light on how customers and providers are able to recursively create collective value during interaction in a market. The theoretical framework provided here is able to provide improved understanding of the interactions betfween (and among) customers and providers in the value cocreation process. In this theory, value cocreation is depicted as an interactive process between a set of "living system" agencies (providers and customers) in a given market arena. The framework can be an effective tool for the managers involved in marketing to contribute to providers' policies by supplying a clearer portrait of the systemic relations involved in the value cocreation dynamics.

show abstract

“…A fundamental paradigm shift occurred in XXI century marketing, moving it from modern positivism to postmodern constructivism [1][2][3][4][5]. This has occurred as a conceptual shift that redefines the nature of customer, value creation, product, and market, and their relationship.…”

Section: Introductionmentioning

confidence: 99%

Decoding the XXI Century’s Marketing Shift: An Agency Theory Framework

Dominici

¹

,

Yolles

²

2016

Systems

View full text Add to dashboard Cite

Abstract:Since the beginning of the XXI century, marketing theory has moved through a series of epistemological shifts from modern positivism to postmodern constructivism. This has resulted in a series of changes to the main concepts of "traditional" marketing such as: market, product, customer, and value. These shifts can be better viewed under a social cybernetics approach such as agency theory. This is because there is now a view that the linear concept of value creation needs to give way to the more complex process of value cocreation, where value is created collectively. Agency theory is one approach that is able to shed light on how customers and providers are able to recursively create collective value during interaction in a market. The theoretical framework provided here is able to provide improved understanding of the interactions betfween (and among) customers and providers in the value cocreation process. In this theory, value cocreation is depicted as an interactive process between a set of "living system" agencies (providers and customers) in a given market arena. The framework can be an effective tool for the managers involved in marketing to contribute to providers' policies by supplying a clearer portrait of the systemic relations involved in the value cocreation dynamics.

show abstract

Suggesting new communication tactics using digital media to optimise postmodern traits in marketing

Cited by 4 publications

References 14 publications

R&D Failure and Second Generation R&D: New Potentialities

R&D Failure and Second Generation R&D: New Potentialities

Decoding the XXI Century's Marketing Shift: An Agency Theory Framework

Decoding the XXI Century’s Marketing Shift: An Agency Theory Framework

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