Negotiating Change in Marketing Systems - A Collection of Essays
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School of Business |
Doctoral thesis (article-based)
Authors
Date
2019
Major/Subject
Mcode
Degree programme
Language
en
Pages
85
Series
Aalto University publication series DOCTORAL DISSERTATIONS, 112/2019
Abstract
The majority of marketing literature – both academic and practitioner oriented – tends to focus on two key actors in the marketplace: the consumer and the producer. In particular, the literature foregrounds mutually beneficial processes of value creation that take place as the two parties engage in various exchanges and transactions. Although a fruitful endeavor, this transaction-oriented approach relegates to secondary status the plethora of other marketplace participants and members of society that also affect and are affected by the focal transaction. Indeed, any exchange between producers and consumers will not exist in a vacuum, but will influence (and be influenced by) myriad social and institutional processes, such as changing cultural, social, and regulatory norms and structures. This dissertation focuses precisely on these complex interrelationships. Over the course of three essays, I examine how market actors are influenced by, respond to, and shape the broader institutional and social context in which they are embedded. Using marketing systems as an enabling theory, I illustrate how markets are complex systems embedded in social and cultural environments. In marketing systems, change is seldom isolated and confined to a given part of the system, but rather has a ripple effect on other system participants and antecedents. Marketers, consumers, policymakers, and other system participants act and react to one another, each seeking to exert their influence on the marketing system with a particular goal or desired outcome in mind.Description
Supervising professor
Falk, Tomas, Prof., Aalto University, Department of marketing, FinlandThesis advisor
Tikkanen, Henrikki, Prof., Aalto University, Department of Marketing, FinlandMattila, Pekka, Prof., Aalto University, Department of Marketing, Finland
Keywords
macromarketing, marketing systems, consumer research, consumer wellbeing
Other note
Parts
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[Publication 1]: Klein, Jan F.; Falk, Tomas; Esch, Franz-Rudolf; Gloukhovtsev, Alexei. Linking pop-up brand stores to brand experience and word of mouth: The case of luxury retail. Journal of Business Research, 2016, volume 69, issue 12, pages 5761-5767.
DOI: 10.1016/j.jbusres.2016.04.172 View at publisher
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[Publication 2]: Gloukhovtsev, Alexei; Schouten, John W.; Mattila, Pekka. Toward a General Theory of Regulatory Arbitrage: A Marketing Systems Perspective. Journal of Public Policy & Marketing, 2018, volume 37, Issue 1, pages 142-151.
DOI: 10.1509/jppm.16.0178 View at publisher
- [Publication 3]: Gloukhovtsev, Alexei. Putting “Marketing” Back in “Social Marketing”: Marketer-Driven Social Movements and Wicked Problems of Consumption. Unpublished essay.