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Article
Publication date: 22 September 2020

Iain Davies, Caroline J. Oates, Caroline Tynan, Marylyn Carrigan, Katherine Casey, Teresa Heath, Claudia E. Henninger, Maria Lichrou, Pierre McDonagh, Seonaidh McDonald, Sally McKechnie, Fraser McLeay, Lisa O'Malley and Victoria Wells

Seeking ways towards a sustainable future is the most dominant socio-political challenge of our time. Marketing should have a crucial role to play in leading research and…

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1433

Abstract

Purpose

Seeking ways towards a sustainable future is the most dominant socio-political challenge of our time. Marketing should have a crucial role to play in leading research and impact in sustainability, yet it is limited by relying on cognitive behavioural theories rooted in the 1970s, which have proved to have little bearing on actual behaviour. This paper aims to interrogate why marketing is failing to address the challenge of sustainability and identify alternative approaches.

Design/methodology/approach

The constraint in theoretical development contextualises the problem, followed by a focus on four key themes to promote theory development: developing sustainable people; models of alternative consumption; building towards sustainable marketplaces; and theoretical domains for the future. These themes were developed and refined during the 2018 Academy of Marketing workshop on seeking sustainable futures. MacInnis’s (2011) framework for conceptual contributions in marketing provides the narrative thread and structure.

Findings

The current state of play is explicated, combining the four themes and MacInnis’s framework to identify the failures and gaps in extant approaches to the field.

Research limitations/implications

This paper sets a new research agenda for the marketing discipline in quest for sustainable futures in marketing and consumer research.

Practical implications

Approaches are proposed which will allow the transformation of the dominant socio-economic systems towards a model capable of promoting a sustainable future.

Originality/value

The paper provides thought leadership in marketing and sustainability as befits the special issue, by moving beyond the description of the problem to making a conceptual contribution and setting a research agenda for the future.

Details

European Journal of Marketing, vol. 54 no. 11
Type: Research Article
ISSN: 0309-0566

Keywords

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Article
Publication date: 7 March 2020

Ines Branco-Illodo, Teresa Heath and Caroline Tynan

This paper aims to examine coping approaches used by receivers to deal with failed gift experiences, thereby dealing with misperceptions between givers and receivers that…

Abstract

Purpose

This paper aims to examine coping approaches used by receivers to deal with failed gift experiences, thereby dealing with misperceptions between givers and receivers that could affect their relationship.

Design/methodology/approach

This study uses a sequential, multimethod methodology using background questionnaires, online diary method and 27 semi-structured interviews.

Findings

Receivers cope with failed gift experiences through concealing, disclosing or re-evaluating the gift experience. These approaches encompass several coping strategies, allowing receivers to deal with their experiences in ways that help them manage their relationships with givers.

Research limitations/implications

Informants described gift experiences in their own terms without being prompted to talk about coping, thus some insights of coping with failed gifts may have been missed. Multiple data collection methods were used to minimise this limitation, and the research findings suggest new avenues for future research.

Practical implications

The present research helps retailers and brands to minimise gift failure by promoting gifts that emphasise aspects of the giver–receiver relationship, assists givers in their learning from gift failure by making them aware of the receiver’s preferences and reduces the cost of gift failure by offering further opportunities to dispose of unwanted gifts.

Originality/value

This paper contributes to the emerging topic of consumer coping by providing a novel and rounded understanding of coping in the context of failed gift events, identifying new reasons for gift failure, highlighting receivers’ ethical considerations when responding to failed gifts and proposing new insights for the coping literature.

Details

European Journal of Marketing, vol. 54 no. 4
Type: Research Article
ISSN: 0309-0566

Keywords

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Article
Publication date: 1 March 1994

Susan Mackintosh and Caroline Tynan

Recent research has confirmed that marketing continues to have a low status among small firms in the UK. This paper considers the theory of marketing planning and its…

Abstract

Recent research has confirmed that marketing continues to have a low status among small firms in the UK. This paper considers the theory of marketing planning and its relevance to small firms, and reports on the key findings of a qualitative research project which investigated the levels of understanding and utilisation of marketing and marketing planning in small Cambridgeshire firms. The results of this project confirm that marketing is misunderstood and underutilised in most small firms. However, the findings also show that many firms are anxious to improve their marketing activity, but are unsure about where to turn for assistance. A practical framework is proposed which would assist small firms in taking a more disciplined approach to marketing without adopting strategic marketing planning, which is seen by many as daunting and inflexible. The findings of this research project have implications both for small firm owner/managers and for service providers who want to assist small firms to survive and grow in the mid‐1990s and beyond.

Details

Journal of Small Business and Enterprise Development, vol. 1 no. 3
Type: Research Article
ISSN: 1462-6004

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Article
Publication date: 1 August 2000

Lisa O’Malley and Caroline Tynan

Relationship marketing (RM) was conceived as an approach to industrial and service markets, and was considered inappropriate in other marketing contexts. Recently…

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17556

Abstract

Relationship marketing (RM) was conceived as an approach to industrial and service markets, and was considered inappropriate in other marketing contexts. Recently, however, the domain of RM has been extended to incorporate innovative applications in mass consumer markets. Much has changed in a few short years. Recent applications of RM in consumer markets have been facilitated by developments in direct and database marketing within an increasingly competitive and fragmented marketplace. This paper presents a critical review of the history of RM in consumer markets, and incorporates important conceptual, practical, empirical and popular contributions. A number of critical issues which remain unresolved are identified in the paper. These form the basis of ten research propositions which are crucial to justifying and advancing the domain extension into consumer markets.

Details

European Journal of Marketing, vol. 34 no. 7
Type: Research Article
ISSN: 0309-0566

Keywords

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Article
Publication date: 1 March 1989

Caroline Tynan

Woopies (Well Off Older People), otherwise recognised as matureconsumers who are reasonably prosperous, have been largely ignored as amarket segment so far. As their…

Abstract

Woopies (Well Off Older People), otherwise recognised as mature consumers who are reasonably prosperous, have been largely ignored as a market segment so far. As their numbers increase, which they will do into and beyond the foreseeable future they will become an even more significant segment. Their views on money, holidays and transport are examined, and it is concluded that these people have specific needs which are not at present being met.

Details

International Journal of Physical Distribution & Materials Management, vol. 19 no. 3
Type: Research Article
ISSN: 0269-8218

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Article
Publication date: 1 June 1990

Caroline Tynan

Older consumers, that is, those people nearingor at retirement age, are increasingly beingrecognised as an important market segment. Thissegment is reviewed and some ways…

Abstract

Older consumers, that is, those people nearing or at retirement age, are increasingly being recognised as an important market segment. This segment is reviewed and some ways for the marketer to approach it are suggested.

Details

Management Decision, vol. 28 no. 6
Type: Research Article
ISSN: 0025-1747

Keywords

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Article
Publication date: 1 January 1988

A. Caroline Tynan and Jennifer L. Drayton

It is contended that the theory and practice of qualitative research is an integral part of a comprehensive marketing course. Both postgraduate and undergraduate students…

Abstract

It is contended that the theory and practice of qualitative research is an integral part of a comprehensive marketing course. Both postgraduate and undergraduate students of marketing may be expected to be familiar with, and have experience of, qualitative techniques. Focus groups are arguably the most frequently employed qualitative technique, and as such are used as a starting point for the study of qualitative research. Their accepted advantages of speed, flexibility and economy, together with the rich data generated, make qualitative methods eminently suitable for student research, with its attendant limitations on time and money. A detailed practical guide to the procedures for planning, conducting and analysing focus groups is presented.

Details

Marketing Intelligence & Planning, vol. 6 no. 1
Type: Research Article
ISSN: 0263-4503

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Article
Publication date: 13 July 2015

Teresa Pereira Heath, Caroline Tynan and Christine Ennew

The purpose of this paper is to provide a contextualized view of participants’ accounts of self-gift consumer behaviour (SGCB) throughout the consumption cycle, from the…

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1545

Abstract

Purpose

The purpose of this paper is to provide a contextualized view of participants’ accounts of self-gift consumer behaviour (SGCB) throughout the consumption cycle, from the motivations to the emotions that follow.

Design/methodology/approach

This paper uses an interpretive approach, focused on participants’ constructions of meanings, using 99 critical incident technique interviews, which followed 16 in-depth interviews.

Findings

This paper identifies the following self-gift motivations: To Reward Myself (and Others); To celebrate; To remember or get closer; To forget or part; To feel loved or cheered up; and To enjoy life. It also uncovers a compensatory/therapeutic dimension in most self-gifts. The authors identify changes in emotional responses to SGCB over time, and suggest a relationship between these emotions and the contexts that drive self-gifts. Self-gifts are conceptualized as pleasure-oriented, symbolic and special consumption experiences, which are self-directed, or both self- and others-directed; perceived by the consumer to be justified by the contexts in which they occur; and driven and followed by context-dependent emotions.

Originality/value

This manuscript offers novel insights into participants’ uses of both SGCB and the act of labelling purchases “self-gifts”. It uncovers how consumers are concerned with accounting for indulgent spending and how this problematizes the concept of “self-gift”. It challenges the idea of a single context for SGCB, showing how interacting motivations explain it. It also introduces a temporal dimension to self-gift theory by considering emotional responses at different times. Finally, it offers a new conceptualization of and theoretical framework for SGCB.

Details

European Journal of Marketing, vol. 49 no. 7/8
Type: Research Article
ISSN: 0309-0566

Keywords

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Article
Publication date: 1 September 1994

Leyland F. Pitt, A. Caroline Tynan and Deon Nel

Considers the relationship between the perceived quality of discussionwithin a group and that group′s performance on a marketingdecision‐making game. Reviews the relevant…

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892

Abstract

Considers the relationship between the perceived quality of discussion within a group and that group′s performance on a marketing decision‐making game. Reviews the relevant literature and discusses an instrument for the measuring of perceived quality of discussion within a decision‐making group. Evaluates the structural ramifications of the instrument with relevance to a study of 95 MBA students playing a marketing decision‐making game in groups. It was found that, with one exception, the instrument maintained its underlying structure as a measure of perceived quality of discussion within a group. With regard to the faculty of the behavioural variables within the instrument to predict overall unidimensional perceived quality of discussion within a decision‐making group, it was found that, while significant prediction was still maintained, fewer behavioural variables were significant in the regression model. No relationship was found between the perceived quality of discussion in a decision‐making group and the profit achieved by that group.

Details

Journal of Managerial Psychology, vol. 9 no. 5
Type: Research Article
ISSN: 0268-3946

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Article
Publication date: 1 March 2005

Dale Littler and Caroline Tynan

The paper strives to assess the current status of research in marketing.

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3243

Abstract

Purpose

The paper strives to assess the current status of research in marketing.

Design/methodology/approach

The paper examines statistics showing the current position of market area studies. The paper also looks at the range of supply and demand factors affecting the quality and volume of research in marketing.

Findings

The paper argues that there is a range of extrinsic factors that affect in some way how research in marketing is undertaken, how it is perceived more widely and the form of its output. Research in marketing also has its own internal drivers that reflect in particular the current position of its knowledge base, and the manner in which those engaged in research perceive research potential. Finally, on the basis of the analysis the paper suggests some practical means of enhancing research in marketing.

Originality/value

This is important in identifying areas of concern that can be addressed in order to enhance the status of marketing.

Details

European Journal of Marketing, vol. 39 no. 3/4
Type: Research Article
ISSN: 0309-0566

Keywords

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