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Open Access
Article
Publication date: 11 September 2017

Gemma Burgess, Mihaela Kelemen, Sue Moffat and Elizabeth Parsons

This paper aims to contribute to understandings of the dynamics of marketplace exclusion and explore the benefits of a performative approach to knowledge production.

2871

Abstract

Purpose

This paper aims to contribute to understandings of the dynamics of marketplace exclusion and explore the benefits of a performative approach to knowledge production.

Design/methodology/approach

Interactive documentary theatre is used to explore the pressing issue of marketplace exclusion in a deprived UK city. The authors present a series of three vignettes taken from the performance to explore the embodied and dialogical nature of performative knowledge production.

Findings

The performative mode of knowledge production has a series of advantages over the more traditional research approaches used in marketing. It is arguably more authentic, embodied and collaborative. However, this mode of research also has its challenges particularly in the interpretation and presentation of the data.

Research limitations/implications

The paper highlights the implications of performative knowledge production for critical consumer learning. It also explores how the hitherto neglected concept of marketplace exclusion might bring together insights into the mechanics and outcomes of exclusion.

Originality/value

While theatrical and performative metaphors have been widely used to theorise interactions in the marketplace, as yet the possibility of using theatre as a form of inquiry within marketing has been largely neglected. Documentary theatre is revealing of the ways in which marketplace cultures can perpetuate social inequality. Involving local communities in the co-production of knowledge in this way gives them a voice in the policy arena not hitherto fully addressed in the marketing field. Similarly, marketplace exclusion as a concept has been sidelined in favour of marketplace discrimination and consumer vulnerability – the authors think it has the potential to bring these fields together in exploring the range of dynamics involved.

Details

Qualitative Market Research: An International Journal, vol. 20 no. 4
Type: Research Article
ISSN: 1352-2752

Keywords

Open Access
Article
Publication date: 10 April 2017

Shyama V. Ramani, Ajay Thutupalli and Eduardo Urias

This paper aims to study how multinational enterprises (MNEs) can best integrate legitimacy concerns into their new product-launching strategy to successfully introduce high-value…

3559

Abstract

Purpose

This paper aims to study how multinational enterprises (MNEs) can best integrate legitimacy concerns into their new product-launching strategy to successfully introduce high-value hi-tech innovations in emerging countries.

Design/methodology/approach

Theoretical constructs on the role and process of legitimacy construction for the introduction of a new product are built upon the existing literature. Then they are validated and refined through the formulation and analysis of case studies of the launch of genetically modified cotton seeds by Monsanto in India and a HIV/AIDS drug cocktail by Merck in Brazil.

Findings

Legitimacy construction can serve MNEs to face challenges successfully while launching high-value hi-tech products in emerging countries. Challenges to MNEs are likely to be founded on a combination of four types of uncertainties: technological, commercial, organizational and societal. Expected challengers are public agencies and actors representing civil society. An MNE can prepare itself through legitimacy construction along three dimensions: redesign of technology, revision of marketing strategy and non-market investments. To implement the aforesaid, MNEs can engage in outreach in the form of strategic patience, market transaction, business collaboration, compromise and/or confrontation with diverse carefully chosen stakeholders.

Research limitations/implications

The authors limited ourselves to tracing only the formal interactions of MNEs, while it is well-known that many informal and backdoor activities can also accompany their growth in emerging economies.

Practical implications

Legitimacy construction can help MNEs face challenges successfully while launching high-value hi-tech products in emerging countries. This calls for an evaluation of the systemic uncertainties followed by the formulation of a strategy for legitimacy construction and implementation through outreach to diverse systemic actors. Strategic patience can yield positive returns. Market transactions can serve as economic anchors. Collaboration can be pursued with parties who can share the costs of legitimization construction and/or reduce technological and marketing uncertainties. Confrontation should be the last choice. Compromise is the most probable but not the only outreach strategy possible after a confrontation.

Social implications

Legitimacy implies product acceptance not only from the targeted consumer but also other societal stakeholders concerned with the safety and equity of the consumption in the emerging country, especially when regulations are not well-defined and/or implemented. The two kinds of societal stakeholders which are likely to monitor MNEs are public agencies and civil society groups. Public agencies will be concerned about the quantity, quality, technology or price of the innovation to be introduced. Civil society and NGOs may help the MNE act as citizen watchdogs for the environment and vulnerable communities.

Originality/value

Theoretical constructs have been developed in this paper on the sources of challenges in new product introduction, the types of challengers and the components of the firm’s legitimacy construction strategy and its implementation through an outreach strategy.

Details

Qualitative Market Research: An International Journal, vol. 20 no. 2
Type: Research Article
ISSN: 1352-2752

Keywords

Open Access
Article
Publication date: 6 August 2020

Samia Adly Hanna El Sheikh

The purpose of this study is to investigate through an empirical research the factors that would attract visitors to heritage and cultural sites as museums applied on the Grand…

2607

Abstract

Purpose

The purpose of this study is to investigate through an empirical research the factors that would attract visitors to heritage and cultural sites as museums applied on the Grand Egyptian Museum (GEM). The paper aims to study the impact of the proposed attraction features learning/knowledge, museum facilities, fun/entertainment and socializing and accessibility/location on pre-visit destination image.

Design/methodology/approach

The author started by a thorough literature review to arrive to the suggested conceptual model, which is tested by adopting a quantitative approach where data were collected using a self-administered questionnaire from a convenient sample of 300 respondents with 90% response rate and used partial least squares – structure equation modelling using Smart PLS v.3.2.8.

Findings

The results show that three of the tested factors were accepted and one was rejected.

Practical implications

Management of GEM, which will be one of the biggest museums world-wide, can make use of the empirical results of this research to enhance their understanding of the factors that impact pre-visit destination image, and thus, most attract visitors to justify the budget set in this huge project and achieve highest visitation and revenue

Originality/value

This research deals with a new museum that has not opened its doors yet and will start functioning in late 2020, and thus, the pre-visit image of the museum is not based on previous experience of visitors but rather on secondary sources as messages sent to visitors based on attraction features, while most previous studies dealt with post-visit image of museums

Details

Journal of Humanities and Applied Social Sciences, vol. 2 no. 3
Type: Research Article
ISSN: 2632-279X

Keywords

Open Access
Article
Publication date: 2 December 2022

Theodora Dame Adjin-Tettey and Anthea Garman

In this study, the authors aim to probe the relationship between listening and lurking and discuss types of lurking that occur on social media sites based on the motivations…

1050

Abstract

Purpose

In this study, the authors aim to probe the relationship between listening and lurking and discuss types of lurking that occur on social media sites based on the motivations driving them. Although listening is a significant practice of online attention, intimacy, connection, obligation and participation as much as voice is, it is yet to receive the kind of attention voice is given in the context of social media. In the rather limited studies on online attention, the concept that has gained consideration is “lurking”, and this practice has often been treated as a derogatory non-activity or as passivity. The interest to study lurking is based on the premise that lurking is a significant ground on which listening occurs in social media and through which voice can be given attention.

Design/methodology/approach

This study adopted a phenomenological approach to understand motivations for lurking in online spaces. Phenomenological research involves data gathering through inductive, qualitative methods with the aim of explaining specific phenomena from the perspective of research participants. In this research, the lived experience studied was lurking and what drives lurking. A total of 12 members of the Licence to Talk project, a research project based at the School of Journalism and Media Studies, Rhodes University, South Africa, took part in the study. They shared their personal experiences of online lurking through a critical reflective writing. Based on the experiences shared, the authors identified and categorised the various types of lurking based on the varied motivations driving them.

Findings

Through the phenomenological approach, the study has theorised a more useful understanding of lurking as a form of online listening by identifying and categorising seven lurking behaviours that are nested within the lurking activity. This study, thus, provides a tentative framework for studying online lurking by bringing to bear listening theory and by reasoning that lurking is a needs-based activity that has purpose imbedded within it.

Research limitations/implications

The authors recognise that this study is limited by its small number of participants. Nevertheless, as researchers with a strong grounding in listening theory, the authors thought it valuable to interrogate their own practices on social media and to develop a more useful understanding of what lurking might entail and, on the lurking-listening relationship. A larger study would provide stronger evidence to test the hypothesis about lurking as a very interesting form of listening with a relationship to complex behaviours and needs.

Originality/value

It is expected that by conceptualising the various forms of lurking based on the motivations that drive online lurking (listening), it will provide an empirical and theoretical/conceptual basis for further investigations into this pervasive mode of online attention.

Details

Digital Transformation and Society, vol. 2 no. 1
Type: Research Article
ISSN: 2755-0761

Keywords

Open Access
Article
Publication date: 18 June 2019

Qinghua Zhu, Joseph Sarkis and Kee-hung Lai

Due to the different institutional pressure such as those from market, regulations and competitors, companies have implemented green supply chain management (GSCM). Unfortunately…

8765

Abstract

Purpose

Due to the different institutional pressure such as those from market, regulations and competitors, companies have implemented green supply chain management (GSCM). Unfortunately, tens of GSCM practices exist. Whether all companies should implement GSCM and how to achieve both environmental and economic performance are still not clear for many companies. The purpose of this paper is to develop models that can be helpful for companies to identify right GSCM practices and implement GSCM effectively and efficiently.

Design/methodology/approach

Based on about 18 years of study on GSCM with four surveys in China in 2001, 2005, 2012 and 2016, as well as numerous site visits and interviews mainly in China but also in Japan, Germany and Canada, this paper explores institutional drivers as well as opportunities and challenges using theoretical analysis and case studies. GSCM is defined considering a product life cycle. A key three-step GSCM approach is theoretically developed considering opportunities and challenges through life cycle analysis (LCA) of a product and position of a company.

Findings

All companies should implement GSCM practices to avoid risks. To effectively implement GSCM practices, a company should understand the life cycle of its product and its position in the supply chain. A key three-step LCA-based approach can help companies to identify the critical GSCM practices.

Originality/value

A key three-step LCA-based approach for GSCM implementation is originally developed based on theoretical analysis and eight years of study.

Details

Modern Supply Chain Research and Applications, vol. 1 no. 1
Type: Research Article
ISSN: 2631-3871

Keywords

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