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Article
Publication date: 1 February 2011

Bert Rosenbloom and Boryana Dimitrova

The purpose of this paper is to present an alternative view of marketing that Donald F. Dixon spent much of his distinguished career developing – a paradigm that we refer…

14298

Abstract

Purpose

The purpose of this paper is to present an alternative view of marketing that Donald F. Dixon spent much of his distinguished career developing – a paradigm that we refer to as the Dixonian systems perspective of marketing. It is a paradigm that presents marketing as a phenomenon that reaches far beyond the micro/managerial marketing mix paradigm.

Design/methodology/approach

Analysis and interpretation of Donald F. Dixon's and colleagues' scholarly work to distill the essence of Dixon's view of marketing, which we refer to as the Dixonian systems perspective of marketing.

Findings

The Dixon's systems perspective of marketing offers a framework for the analysis of macromarketing issues that is not provided by the conventional marketing mix micro/managerial paradigm.

Originality/value

The paper provides a concise overview of the macro/systems ideas and concepts of marketing contained in Donald F. Dixon's and his colleagues' extensive writings that to date has not been available from any other source.

Details

Journal of Historical Research in Marketing, vol. 3 no. 1
Type: Research Article
ISSN: 1755-750X

Keywords

Article
Publication date: 1 February 2011

Ian Wilkinson

The purpose of this paper is to review and synthesise some of the main contributions of Donald F. Dixon to marketing theory and the history of marketing thought.

465

Abstract

Purpose

The purpose of this paper is to review and synthesise some of the main contributions of Donald F. Dixon to marketing theory and the history of marketing thought.

Design/methodology/approach

Personal experience, as well as a review of the major papers and the book Dixon co‐authored are used to highlight the development of his thought and contributions.

Findings

Dixon championed a broad hierarchical systems approach to understanding marketing and was able to identify the origins of concepts and ideas in history in a way that showed his depth of scholarship, the deep intellectual history of marketing thought and the misrepresenting of earlier theories that are present in some modern writings.

Originality/value

Dixon's contributions are of major importance but not well known in marketing. It brings together some of his major contributions and indicates their value.

Details

Journal of Historical Research in Marketing, vol. 3 no. 1
Type: Research Article
ISSN: 1755-750X

Keywords

Article
Publication date: 1 December 2006

Ian F. Wilkinson

The paper seeks to review recent developments in theory and research regarding the nature and role of relations and networks in business markets and to argue for a more…

2591

Abstract

Purpose

The paper seeks to review recent developments in theory and research regarding the nature and role of relations and networks in business markets and to argue for a more dynamic, interactive and evolutionary view.

Design/methodology/approach

Complexity theory, as well as theories of distributed cognition and control, is used to show that business markets, relations and networks are complex adaptive systems of interacting people, firms, activities, resources and ideas in which no one player is in control.

Findings

The theoretical perspective described has profound implications for management practice, policymaking and research. In particular it leads to the concept of soft assembled strategies in which management and firms utilize the inherent response properties of the relations and networks in which they operate to extend what they can do, sense, know and think.

Research limitations/implications

Relevant research methodologies for addressing the academic, management and policy issues arising from this perspective are described.

Originality/value

The paper shows the relevance of developments in the complexity sciences and distributed cognition to business marketing and management.

Details

Journal of Business & Industrial Marketing, vol. 21 no. 7
Type: Research Article
ISSN: 0885-8624

Keywords

Article
Publication date: 1 February 2011

Ian F. Wilkinson

The purpose of this paper is to comment on the meaning and significance of the article by Don Dixon on the change in teaching of marketing theory at Wharton in 1955‐1957.

414

Abstract

Purpose

The purpose of this paper is to comment on the meaning and significance of the article by Don Dixon on the change in teaching of marketing theory at Wharton in 1955‐1957.

Design/methodology/approach

The paper presents a personal reflection and consideration of the history of marketing research since 1957.

Findings

Dixon has throughout his career championed a broad systems framework for understanding marketing. His comments show the beginning of a major shift in marketing theory towards a narrow one sided marketing management focus that limited research and neglected areas that ended up being taken up by other disciplines such as strategic purchasing, supply chains and networks.

Originality/value

Highlights a tipping point in the development of marketing theory that restricted the development of marketing theory.

Details

Journal of Historical Research in Marketing, vol. 3 no. 1
Type: Research Article
ISSN: 1755-750X

Keywords

Content available
Article
Publication date: 1 February 2011

Eric H. Shaw and Ian F. Wilkinson

627

Abstract

Details

Journal of Historical Research in Marketing, vol. 3 no. 1
Type: Research Article
ISSN: 1755-750X

Article
Publication date: 1 June 2004

Christina Grundström and Ian F. Wilkinson

Industry standards affect the diffusion and adoption of new technology and the competitiveness of individual players but their development is not under the direct control…

2390

Abstract

Industry standards affect the diffusion and adoption of new technology and the competitiveness of individual players but their development is not under the direct control of individual actors. Examines the role and importance of personal networks in the development of industry standards on the basis of a case study of Ericsson’s involvement in the development of standards for 3G mobile telephony. Notes how relations among parties and many types of forums stemming from previous development and marketing involvement affect the complex set of interactions shape the bottom‐up self‐organizing way in which standards emerge. The case study has implications for our understanding of the way standards develop and for managers attempting to influence the outcomes.

Details

Journal of Business & Industrial Marketing, vol. 19 no. 4
Type: Research Article
ISSN: 0885-8624

Keywords

Article
Publication date: 27 June 2008

Ian F. Wilkinson and Roy Crossfield

Business innovation comes from combining, recombining and modifying existing ideas, knowledge and know‐how in new ways. The purpose of this paper is to describe an…

15965

Abstract

Purpose

Business innovation comes from combining, recombining and modifying existing ideas, knowledge and know‐how in new ways. The purpose of this paper is to describe an approach to accelerating the business innovation process by priming the combining and recombining process, called the Business Genome Project (BGP).

Design/methodology/approach

Business innovation and evolution is compared to cultural and biological evolution and the Human Genome Project (HGP) is used as a template for developing the business genome concept, which involves identifying and mapping the building blocks of extant businesses.

Findings

The paper describes a way of priming the innovation pump by aiding the identification and sharing of key business ideas, knowledge and know‐how across firms, organisations, industries, technologies and nations. Recent developments in internet‐based technologies, like Wikipedia and the Encyclopedia of Life, suggest the project is feasible.

Practical implications

The BGP can provide a fundamental, new understanding of the commercial world: its businesses, their know‐how, their context and their cultures. It also provides a basis for on‐going collaboration, communication, research and development, amongst businesses (and their stakeholders), which would accelerate the innovation process.

Originality/value

The BGP is an original idea inspired by the HGP that promises to have a similar impact on business practice, policy and research.

Details

European Business Review, vol. 20 no. 4
Type: Research Article
ISSN: 0955-534X

Keywords

Article
Publication date: 1 February 1989

Louise C. Young and Ian F. Wilkinson

There exists at present a gap in channel theory on the role ofco‐operation and trust in the functioning of interfirm relationships.These variables have not featured as…

3412

Abstract

There exists at present a gap in channel theory on the role of co‐operation and trust in the functioning of interfirm relationships. These variables have not featured as major factors in the explanations of how channels co‐ordinate their activities, survive and grow. This article introduces trust as an important determinant of channel behaviour, indicates the importance of trust in co‐operative behaviour and presents the results of an introductory study on trust in marketing channels.

Details

European Journal of Marketing, vol. 23 no. 2
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 1 February 2011

Robert D. Tamilia

The purpose of this paper is to present a review essay of the scholarly work of Donald Dixon, focusing on six of his major contributions to marketing thought and theory.

1783

Abstract

Purpose

The purpose of this paper is to present a review essay of the scholarly work of Donald Dixon, focusing on six of his major contributions to marketing thought and theory.

Design/methodology/approach

The research relied heavily on previously published articles, personal interviews and databank searches.

Findings

A more complete timeline of the history of marketing thought is presented. The historical work done by Dixon shows us that marketing is not a recent field of human behavior but dates back millennia. His contributions have enriched the marketing discipline and have positioned marketing in its rightful place as a social science studying one aspect of human behavior, which is buying and selling.

Practical implications

Knowing more about the history of marketing is useful both to academics and to practitioners. One learn more about the practitioners and intellectual thinkers of the past who have laid the foundation of marketing as a social science.

Originality/value

The essay ofers but a succinct summary of Dixonian marketing thought with his many contributions to marketing scholarship and macromarketing thought over the past 50 years.

Details

Journal of Historical Research in Marketing, vol. 3 no. 1
Type: Research Article
ISSN: 1755-750X

Keywords

Article
Publication date: 1 February 2011

Stephen F. Pirog and Michael F. Smith

The purpose of this paper is to demonstrate Donald F. Dixon's contribution to scholarship in clarifying two parallel streams of thought on marketing's role in value…

529

Abstract

Purpose

The purpose of this paper is to demonstrate Donald F. Dixon's contribution to scholarship in clarifying two parallel streams of thought on marketing's role in value creation: value in use and value in exchange.

Design/methodology/approach

The paper presents a literary analysis of some of Dixon's work that is often overlooked, and a discussion of its relevance to the services, channels and marketing strategy literature.

Findings

Dixon's distinction between the two streams of thought (“value in use” and “value in exchange”) clarifies an important aspect of marketing's intellectual heritage that has eluded the literature on services marketing, channels and marketing strategy. The consequences of this oversight are considerable.

Originality/value

The paper focuses on an aspect of Dixon's work that is underappreciated and not widely understood.

Details

Journal of Historical Research in Marketing, vol. 3 no. 1
Type: Research Article
ISSN: 1755-750X

Keywords

1 – 10 of 242