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Book part
Publication date: 21 August 2012

Helene de Burgh-Woodman

This chapter asks the questions of whether traditional marketing tools and practices are sufficiently reflexive to deal in the international environment and how we might…

Abstract

This chapter asks the questions of whether traditional marketing tools and practices are sufficiently reflexive to deal in the international environment and how we might refine our understanding of cross-cultural environments. Starting from the vantage point that “international” occurs within national boundaries rather than across them, this chapter conducts a qualitative ethnographic study of Arabic and North African people who participate in a visible “street culture” on the streets of France. This ethnographic project models consumption habits in these groups. It asks why they consume certain things, what value or meaning discourses are articulated through these things within their group, and what cultural, social, or personal relevance or symbolism this kind of consumption represents. It also unravels the broader social discourses spun out of these symbolisms and “meaning-makings.” Based on the data discussed, a conceptual model is then offered to explain the process the marketing message undergoes and how meaning is transformed when taken from one cultural context to another. Some conclusions are drawn on how postcolonial analysis provides a new tool for our understanding and practice of international marketing.

Details

Interdisciplinary Approaches to Product Design, Innovation, & Branding in International Marketing
Type: Book
ISBN: 978-1-78190-016-1

Keywords

Article
Publication date: 4 February 2014

Helene Cecilia de Burgh-Woodman

This paper aims to expand current theories of globalisation to a consideration of its impact on the individual. Much work has been done on the impact of globalisation on…

2095

Abstract

Purpose

This paper aims to expand current theories of globalisation to a consideration of its impact on the individual. Much work has been done on the impact of globalisation on social, political and economic structures. In this paper, globalisation, for the individual, reflects a re-conceptualisation of the Self/Other encounter. In order to explore this Self/Other dimension, the paper analyses the literary work of nineteenth-century writer Pierre Loti since his work begins to problematise this important motif. His work also provides insight into the effect on the individual when encountering the Other in a globalised context.

Design/methodology/approach

Drawing from literary criticism, the paper adopts an interpretive approach. Using the fiction and non-fiction work of Pierre Loti, an integrated psychoanalytical, postcolonial analysis is conducted to draw out possible insights into how Loti conceptualises the Other and is thus transformed himself.

Findings

The paper finds that the Self/Other encounter shifts in the era of globalisation. The blurring of the Self/Other is part of the impact of globalisation on the individual. Further, the paper argues that Loti was the first to problematise Self/Other at a point in history where the distinction seemed clear. Loti's work is instructive for tracing the dissolution of the Self/Other encounter since the themes and issues raised in his early work foreshadow our contemporary experience of globalisation.

Research limitations/implications

This paper takes a specific view of globalisation through an interpretive lens. It also uses one specific body of work to answer the research question of what impact globalisation has on the individual. A broader sampling and application of theoretical strains out of the literary criticism canon would expand the parameters of this study.

Originality/value

This paper makes an original contribution to current theorisations of globalisation in that it re-conceptualises classical understandings of the Self/Other divide. The finding that the Self/Other divide is altered in the current era of globalisation has impact for cultural and marketing theory since it re-focuses attention on the shifting nature of identity and how we encounter the Other in our daily existence.

Details

European Journal of Marketing, vol. 48 no. 1/2
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 18 January 2008

Hélène de Burgh‐Woodman and Jan Brace‐Govan

The purpose of the paper is to expand existing qualitative parameters in current marketing research discourse by integrating Barthesian theory into the study of…

2395

Abstract

Purpose

The purpose of the paper is to expand existing qualitative parameters in current marketing research discourse by integrating Barthesian theory into the study of subcultural marketplaces.

Design/methodology/approach

While essentially conceptual in nature, this paper adopts a comprehensive intertextual, semiotic approach which argues for the substantive investigation of the marketing text as a foundation for understanding consumption in a subcultural context.

Findings

To date, the integration of Barthesian intertextual theory has proved to be an effective method of interrogating subculturally‐oriented materials.

Practical implications

Marketers, in commercial contexts, will access a greater depth of insight into the subcultural market by applying an intertextual, semiotic framework as demonstrated in this paper.

Originality/value

While marketing discourse has taken interest in semiotics, this has typically occurred via the work of US semiologists, rather than the French school in their organic form. This is one of the first papers to locate Barthes within the marketing paradigm as a potential analytical framework. The paper suggests ways in which his influential theories may be applied as a viable analytical tool in qualitative research.

Details

Qualitative Market Research: An International Journal, vol. 11 no. 1
Type: Research Article
ISSN: 1352-2752

Keywords

Article
Publication date: 26 June 2007

Hélène de Burgh‐Woodman and Jan Brace‐Govan

The purpose is to investigate the concepts of subculture, subculture of consumption and brand community with a view to better understanding these three groups and their…

8940

Abstract

Purpose

The purpose is to investigate the concepts of subculture, subculture of consumption and brand community with a view to better understanding these three groups and their distinct differences.

Design/methodology/approach

The method relies on a literature review and a case study of sporting subculture. Using commentary from the surfing community as an example of subcultural groups we see how they define themselves against consumption oriented groups.

Findings

Subcultures are completely different from brand communities (or subcultures of consumption) and while they can be said to share certain common traits the broad philosophical foci of these two groups are vastly incommensurate with one another.

Practical implications

Marketing discourse has perpetually conflated subculture with forms of consumption, i.e. brand communities, yet they are different. By acknowledging and interrogating the key differences marketers may better apprehend the needs, character and activities of subcultural participants and market more strategically.

Originality/value

By dissecting the differences between subculture, subculture of consumption and brand community, this paper offers a re‐conceptualisation of these terms in marketing discourse. In doing so, this paper seeks to dispel some fundamental misapprehensions in marketing and offer an entirely fresh perspective on the value and meaning of subculture.

Details

International Journal of Sociology and Social Policy, vol. 27 no. 5/6
Type: Research Article
ISSN: 0144-333X

Keywords

Content available
Article
Publication date: 18 January 2008

Len Tiu Wright

373

Abstract

Details

Qualitative Market Research: An International Journal, vol. 11 no. 1
Type: Research Article
ISSN: 1352-2752

Content available
Book part
Publication date: 21 August 2012

Abstract

Details

Interdisciplinary Approaches to Product Design, Innovation, & Branding in International Marketing
Type: Book
ISBN: 978-1-78190-016-1

Book part
Publication date: 21 August 2012

Brent B. Allred is an Associate Professor of Strategic Management and International Business at The College of William & Mary, in Williamsburg, VA. He earned his Ph.D. in…

Abstract

Brent B. Allred is an Associate Professor of Strategic Management and International Business at The College of William & Mary, in Williamsburg, VA. He earned his Ph.D. in Strategic Management/International Business at The Pennsylvania State University. His current research interests are in technology sourcing and patent rights. He has published in various journals, including the Journal of International Business Studies, Management International Review, the Journal of International Management, Academy of Management Executive, and the Journal of Product Innovation Management.

Details

Interdisciplinary Approaches to Product Design, Innovation, & Branding in International Marketing
Type: Book
ISBN: 978-1-78190-016-1

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