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Digital technologies, digitalised consumers and the torrent of customer data have been transforming marketing practice. In discussing such trends, existing research has either focussed on the skills marketers need or broad-based approaches such as agile methods but has given less consideration to just how such skills or approaches might be developed and used in marketers' day-to-day activities and in the organisation of marketing in the firm. This is what the authors address in this paper.

This paper adopts an in-depth case study approach to examine an exemplary digital enterprise in transformation of their digital marketing. The insights were gathered from 25 interviews, netnography and document analysis of the case organisation in addition to 10 interviews with independent experts.

Drawing on practice-oriented approach, the authors show how organisations respond to the emerging trends of digital consumers and big data by taking a ‘hacking marketing’ approach and developing novel marketing expertise at disciplinary boundaries. The authors put forward three sets of practices that enable and shape the hacking marketing approach. These include spanning the expertise boundary, making value measurable and experimenting through which their adaptive, iterative and multidisciplinary work occurs. This explains how managing digital consumers and big data is not within the realm of information technology (IT) functions but marketing and how marketing professionals are changing their practice and moving their disciplinary boundaries.

This study offers practical contributions for firms in terms of identifying new work practices and expertise that marketing specialists need in managing digital platforms, digitalised consumers and big data. This study’s results show that enterprises need to design and implement strong training programmes to prepare their marketing workforce in adopting experimentations of agile approach and data-driven decision making. In addition, Marketing education should be changed so that programmes consider a review of their courses and include the novel marketing models and approaches into their curriculum.

This study contributes to the nascent discussions by unpacking how enterprises can develop new marketing expertise and practices beyond skillsets and how such practices form new hacking marketing approach which addresses the problem of the inability of the conventional marketing approach to show its value within the firm.

The thesis that rankings do more than just make visible an organization’s position viz-á-viz a competitor, but stimulate new competitive rivalries, has provoked much interest. Yet, to date, scholars lack an understanding of how such competitive rivalries unfold at the level of organizational strategy. Put simply, if competition is played out in rankings, how does this change the way organizations strategize? We answer this question through an ethnographic study of how information technology organizations engage with rankings. The strategic responses we observed included “leapfrogging a rival,” “de-positioning a competitor,” “owning a market,” and “encouraging a breakout,” which together are theorized as “ranking strategy.” This novel conceptualization extends understanding of the organizational response to rankings by showing how common reactions like gaming are only the tip of the iceberg of a broader array of strategic responses. The study also throws light on the different ways a ranking can pattern competitive rivalries, including creating more episodic forms of rivalry.

Enterprise resource planning (ERP) systems are widely used by large corporations around the world. Recently, universities have turned to ERP as a means of replacing existing management and administration computer systems. This article provides analysis of the rollout of an ERP system in one particular institution in the UK, the particular focus being on how the development, implementation and use of both generic and university specific functionality is mediated and shaped by a fundamental and long standing tension within universities: this is the extent to which higher education institutions are organisations much like any other and the extent to which they are “unique”. The aim of this article is not to attempt to settle this issue of similarity/difference in one way or another. Rather, it seeks to illustrate the value of taking discussions of similarity relationships surrounding the university and other organisations as the topic of analysis. One way of working with these kinds of issues without resolving them is to consider their “distribution” and where ERP shifts the responsibility for their final resolution. This is a novel and insightful way of understanding how ERP systems are refashioning the identity of universities. The article suggests, moreover, that ERP software is “accompanied” by such tensions in which ever site it is implemented. The research presented here is based on a participant observation study carried over the period of three years.

This chapter explores the concept of market infrastructure, which is tentatively defined as a materially heterogeneous arrangement that silently supports and structures the consummation of market exchanges. Specifically, the authors investigate the enactment of market infrastructure in the US grocery retail sector by exploring how barcodes and related devices contributed to modify its market infrastructure during the period 1967–2010. Combining this empirical case with insights from previous research, the authors propose that market infrastructures are relational, available for use, modular, actively maintained, interdependent, commercial, emergent and political. The authors argue that this conception of market infrastructure provides a powerful tool for unveiling the complex agencements and engineering efforts that underpin seemingly superficial, individual and isolated market exchanges.

The purpose of this paper is to explore conceptual issues arising in an empirical study of the emergence of a distinctive new form of expertise – of industry analysts and in particular the leading firm Gartner Group that exercises enormous influence over the Information Technology (IT) market.

The paper critically reviews existing analytical frameworks and especially work from the Sociology of Professions. This has largely focused upon groups which have already succeeded in gaining wide acceptance of the effectiveness of their methods and knowledge. For emerging expert groups a key challenge is to create an audience for whom they are expert (Turner, 2001). The study contributes to a “third wave” of studies that shift the focus of enquiry from the operation of professional institutions to the conduct of expert work – and how knowledge is produced, validated and consumed. The paper draws upon an extended ethnographic study of Gartner Inc., and other industry analysts to characterise some key features of their expertise. Data sources include over 100 hours of participant observation of industry analysts and their interactions with vendors and technology adopters at IT industry conferences; interviews with over 20 industry analysts from Gartner (including a telephone interview with its founder Gideon Gartner) and other analyst organisations; a substantial body of interviews with technology vendors and clients (particularly in relation to the Customer Relationship Management technology sector); together with a review of Gartner documentation and reports.

The paper compares the empirical findings of industry analysts with accounts from current literature on management consultants and other groups such as journalists and financial analysts. Industry analysts, like consultants, have not sought to follow a classical professional model. Thus the brand reputation of big (industry analyst or consultancy) firms provides an alternative warrant of the quality of expertise to professional institutions. However, Gartner analysts identify differences as well as similarities between their work and management consultants. Gartner’s ability to rank the offerings of IT vendors requires them to adopt formal methodologies and internal review procedures to produce defensible knowledge and demonstrate their independence. Industry analysts need to establish cognitive authority over rapidly changing technological fields. This imparts some “public good” elements to their knowledge.

The paper suggests ways forward for analysing new forms of knowledge intermediary in business and accounting, applying perspectives from the “third wave” of studies, and involving detailed study of the “epistemic systems” through which such knowledge is produced, consumed and validated (Knorr Cetina, 2010).

Through the example of a “regulatory ranking” – an index produced with the aim to regulate the pharmaceutical market by pushing companies in the direction of providing greater access to medicine in developing countries – this chapter focuses on indexing and ranking as infrastructural processes which inscribe global problem spaces as unfolding actionable territories for market intervention. It foregrounds the “Indexal thinking” which structures and informs regulatory rankings – their aspiration to align the interests of different stakeholders and to entice competition among the ranked companies. The authors detail the infrastructural work through which such ambitions are enacted, detailing processes of infrastructural layering/collage and patchwork through which analysts naturalize/denaturalize various contested categories in the ranking’s territory. They reflect on the consequences of such attempts at reconfiguring global topologies for the problems these governance initiatives seek to address.

This chapter explores the ways in which a large-scale accounting system, known as Marijuana Enforcement Tracking Reporting and Compliance, contributes to the construction and organization of a new market for recreational cannabis in the US state of Colorado. Mobilizing the theoretical lenses provided by the literature on market devices, on the one hand, and infrastructure, on the other hand, the authors identify and unpack a changing relationship between accounting and state control through which accounting and markets unfold. The authors describe this movement in terms of a distinction between knowing devices and thinking infrastructures. In the former, the authors show that regulators and other authorities perform the market by making it legible for the purpose of intervention, taxation and control. In the latter, thinking infrastructures, an ecology of interacting devices is made and remade by a variety of intermediaries, disclosing the boundaries and possibilities of the market, and constituting both opportunities for innovation and domination through “protocol.”

This study explores how thinking infrastructures can orchestrate collective sensemaking in unstable and socially contested environments, such as large-scale humanitarian crises. In particular, drawing from recent interest in the role of artifacts and infrastructures in sensemaking processes, the study examines the evaluative underpinnings of prospective sensemaking as groups attempt to develop novel understandings about a desired but ambiguous set of future conditions. To explore these theoretical concerns, a detailed case study of the unfolding challenges of managing a large-scale humanitarian crisis response was conducted. This study offers two contributions. Firstly, it develops a theorization of the process through which performance evaluation systems can serve as thinking infrastructures in the collaborative development of new understandings in unstable environments. Secondly, this study sheds light on the practices that support prospective sensemaking through specific features of thinking infrastructures, and unpacks how prospective and retrospective forms of sensemaking may interact in such processes.