Who performs marketing? Dimensions of agential variation in market practice

Hagberg, Johan; Kjellberg, Hans

doi:10.1016/j.indmarman.2010.06.022

Cited by 59 publications

(90 citation statements)

References 40 publications

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“…In light of the market practices literature (Hagberg and Kjellberg, 2010;Helgesson, 2006, 2007;Storbacka and Nenonen, 2011a), our context of dubstep electronic music scene is reminiscent of prior conceptualizations, in that it consists of a network of focal market actors engaging in practices that performatively constitute and reconfigure a market. However, our study adds new insights and detail into the nature and dynamics of these practices in a countercultural market setting (Figure 1).…”

Section: Discussionmentioning

confidence: 99%

“…However, although this nascent literature has predominantly focused on more established mainstream markets and industrial business settings (Azimont and Araujo, 2010;Cochoy, 2009;Finch and Geiger, 2011;Geiger and Finch, 2009;Hagberg and Kjellberg, 2010;Rinallo and Golfetto, 2006;Diaz Ruiz, 2013;Storbacka and Nenonen, 2011a), we believe it is time to explore other sorts of market configurations and market actors. In doing so, we wish to respond to recent calls to broaden the market theorizations to cover different types of market contexts and dynamics (Kjellberg et al, 2012;Martin and Schouten, 2014).…”

Section: Introductionmentioning

confidence: 99%

“…In this study, we critically assess the conceptualization of market practices, and following calls from Kjellberg et al (2012), we wish to extend market theorizing beyond current focus on established industrial (Callon and Muniesa, 2005;Geiger and Finch, 2009;Storbacka and Nenonen, 2011a) and mainstream consumer markets (Azimont and Araujo, 2010;Cochoy, 2009;Finch and Geiger, 2011;Hagberg and Kjellberg, 2010;Rinallo and Golfetto, 2006;Diaz Ruiz, 2013). By analyzing countercultural markets as an alternative setting, we also wish to shift the focus from large corporations as the focal market actors toward examining the market practices of influential consumerproducers (Cova and Cova, 2012;Ritzer et al, 2012;Martin and Schouten, 2014).…”

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confidence: 99%

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Market practices in countercultural market emergence

Hietanen

Rokka

2015

European Journal of Marketing

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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. Purpose -The purpose of this paper is to contribute to the growing marketing literature that investigates markets as "configurations", i.e. networks of market actors engaged in market-shaping practices and performances. As this pioneering work has been largely focused on established mainstream markets and industries driven by large multi-national companies, the present article extends practice-based market theorizing to countercultural market emergence and also to unconventional market practices shaping it. Design/methodology/approach -Insights are drawn from a four-year multi-sited ethnographic study of a rapidly expanding electronic music scene that serves as an illustrative example of emergent countercultural market. Findings -In contrast to mainstream consumer or industrial markets, the authors identify a distinctive dynamic underlying market emergence. Countercultural markets as well as their appeal and longevity largely depend on an inherent authenticity paradox that focal market actors need to sustain and negotiate through ongoing market-shaping and market-restricting practices. Practical implications -From a practitioner perspective, the authors discuss the implications for market actors wishing to build on countercultural authenticity. They highlight the fragility of countercultural markets and point out practices sustaining them, and also possibilities and challenges in tapping into them. Originality/value -The study contributes by theorizing the tensions that energize and drive countercultural market emergence. In particular, the authors address the important role of market-restricting practices in facilitating countercultural appeal that has not received explicit attention in prior marketing literature.

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Section: Discussionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

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confidence: 99%

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Market practices in countercultural market emergence

Hietanen

Rokka

2015

European Journal of Marketing

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“…This means that green marketing has to be understood as a heterogeneous accomplishment carried out through, and also coconstitutive of, specific socio-material assemblages (see also, Fuentes 2011). Third and finally, drawing on practice theory, green marketing is in this paper conceptualized as a performative practice (as all marketing is argued to be; see, e.g., Araujo, 2007;Cochoy, 2008Cochoy, , 2009Hagberg & Kjellberg, 2010;Kjellberg & Helgesson, 2006, 2007. In this way, green marketing, like all marketing, coconstructs the world and its entities (see also, Fuentes 2014).…”

mentioning

confidence: 97%

“…Taking a socio-material approach means acknowledging that things "play an active part in the generation, stabilization, and reproduction of social order" (Preda, 1999: 349) and can also be carriers of practices (Hagberg & Kjellberg, 2010). However, of course, the agency of materiality is dependent on the specific practice (or practices) in which it is incorporated and the specific configuration of which it forms a part (Shove et al, 2012).…”

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confidence: 99%

How green marketing works: Practices, materialities, and images

Fuentes

2015

Scandinavian Journal of Management

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The Social Network and Entrepreneurial Process: A Sociotechnical Approach

Lamine

2017

Thunderbird Intl Bus Rev

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Most new studies of entrepreneurial networks focus either on the characteristics of the social links at a given point in time during the new venture creation process or on the network's overall contribution. Few examine how a network evolves over time. Entrepreneurial networks are made up of human and nonhuman entities and are two‐dimensional, with both social and material dimensions. These two elements are often analyzed individually, particularly in the area of entrepreneurship, where social and technical aspects are separated. In this study, we contribute to filling this research gap using actor‐network theory (ANT). We show how this conceptual framework can contribute to improving our understanding of the entrepreneur's social network dynamics. © 2017 Wiley Periodicals, Inc.

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Who performs marketing? Dimensions of agential variation in market practice

Cited by 59 publications

References 40 publications

Market practices in countercultural market emergence

Market practices in countercultural market emergence

How green marketing works: Practices, materialities, and images

The Social Network and Entrepreneurial Process: A Sociotechnical Approach

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