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Purpose – This interpretive study aims to demonstrate how dialectics might hamper researchers' imagination, inspiration, and insight that can otherwise enhance the understanding of a variety of phenomena in consumer-market dynamics and subsequently propose Foucauldian genealogy as an alternative to theorize such dynamics in the current consumer culture.

Methodology/approach – An ethonographic field study is conducted in the context of X Games, followed by an empirical juxtaposition of semiotic square, as a dialectical analysis, and a genealogical analysis of the same textual data.

Findings – Consumer-market dynamics operate based on interactions and mutual facilitations among four theoretically and empirically distinct groups of consumers in the context of X Games: pragmatic, stigmatized, distinction-oriented, and self-normalizing consumers. The historic conflict between consumers and the market steeped in Hegelian dialectics is contested in the dynamics due to the switch of modes(arts) of being(consumption) made by individual consumers who respectively participate in the system through presentation and representation.

Implications – A multitude of reality/truth-making is present in the consumer-market dynamics; thus, the dialectical view of the systematic progression of the market is found to be less implicative than the genealogical view of the system as polyvalent power relations.

The paper aims to evaluate the relative importance of various factors that influenced the flow of foreign direct investment (FDI) into Brazil in recent years. Analysis of empirical data indicates that evolution of the consumer market and strength of consumer sales are more important in explaining capital movements into Brazil than other frequently offered explanations such as exchange rates and country risk.

The paper uses two‐stage least squares regression to estimate the coefficients of a system of simultaneous equations relating FDI flows into Brazil to various influential factors.

The results indicate that internal market growth represented by aggregate consumer sales was a significant determinant of FDI into Brazil. Increase in interest rate on consumer financing was negatively related and the attractiveness of the Brazilian market had no impact on FDI flows during the captioned period.

While factors such as inflation and exchange rates might be more important for smaller, less stable markets, in the case of larger emerging markets such as Brazil, multi‐national firms might be less concerned with short‐term fluctuations and more guided by internal market growth that affords greater opportunities to achieve economies of scale and scope.

The findings suggest that policy planners in big emerging markets should try to stimulate their internal markets rather than tweak fiscal and monetary policies to attract FDI.

The paper extends and expands the knowledge of international capital flows and provides a more nuanced understanding of the importance of internal market dynamism in attracting FDI into emerging markets.

The study aims to investigate a relevant topic, but still underestimated by sociological studies: animal advocacy, namely, the organized interest in non-human animals' life, rights and well-being. The Italian case is discussed, with a twofold objective: to highlight the evolution of some repertoires of contention and to use this study to analyze the changes of contemporary collective mobilizations and their relation with the modernization process.

The analysis is based on an online survey (704 responses nationwide), 24 semi-structured interviews with relevant members of groups and associations and a protest event analysis. Furthermore, a vast empirical archive and some academic studies concerning Italian animal advocacy in its historical dimension have been consulted.

The paper underlines the current specificities of Italian animal advocacy, compared to past decades. The great importance assumed by personal action frames and repertoires of contention emerged as characterizing elements. Activism is always more individual and less related to collective organizations: the central role of veganism and of the internet as protest tool is underlined. Both the increasing possibilities offered by better discursive opportunities structure, but also the possible incorporation of more radical frames within consumer market dynamics emerged from the interviews and the survey.

The phenomenon of animal advocacy (and, more generally, the activities of contemporary social movements) is contextualized within some typical characteristics of modernity, looking both at structural “opportunities” (e.g.: the diffusion of post-materialist values) and “constraints” (e.g.: veganwashing operations). Based on previous definitions coming from social movements studies and following a debate hosted by this journal, the role of collective organizations and especially the centrality assumed by individual activism is critically analyzed, evaluating the new possibilities, but also the possible negative sides. Not only cultural changes, but also political and legal contexts matter. In this sense, both a focus on Italy and more general reflections on western modernities are proposed, trying to go beyond animal advocacy and reflecting on social movements and collective mobilizations more widely.

This paper aims to present a systematic review of design for six sigma (DFSS) methods applicable to the product development process (PDP) of durables goods and identify a research opportunity on the subject proposing integration of DFSS and a reference model for the PDP. In this way, through the analysis of the theoretical references identified in the scientific databases, it was possible to propose a conceptual model for the PDP oriented to the DFSS.

This paper is based on the theoretical framework presented in peer-reviewed scientific research papers during the period 2000 to 2018 on the theme DFSS applied in the PDP, as well as such as the product development tools/techniques and statistics addressed. By means of key words defined by the acronyms of DFSS methods (DMADOV, ICOV, DMEDI, IDOV, DDOV, PIDOV, DMADIC, DCCDI, DMADV, IDDOV, CDOV and DCOV), DFSS and the acronym DFSS. Applying Boolean expression during the conduction of the searches through the scientific evidence at the Brazilian scientific database platform (Capes database). This database platform is maintained by coordination for the improvement of higher education personnel, which including Emerald Insight (Emerald), Scopus (Elsevier), Science Direct, SpringerLink, Taylor Francis, Scielo (Web of Science), Wiley Online Library, Web of Science (Clarivate Analytics), etc. It was obtained, by means of the searches, 269 papers related to subject DFSS, of which 18 papers had been critically selected for the composition of a conceptual model for the process of development of product guided to the DFSS.

This study presents a review of the literature (systematic review and content analysis) on DFSS and its effectiveness for the PDP. The DFSS methodology is disseminated in the scientific literature through a variety of methods that are often mistaken for the six sigma methodology – DMAIC, which is directed toward process improvement. The PDP integrated with the DFSS concepts contributes to eliminating possible failures during the design of a new product, directing to reduce costs and improve the quality of the product and process.

This paper presents a literature review that guided to a proposal of a preliminary conceptual model DFSS focused on the process of product development with the purpose of being a friendly model that meets the dynamics of the organizations and the expectations of the consumers.

Through the systematic review and content analysis, it was possible to observe that the DFSS methods applied to product development are not related to the PDP reference models available in the literature. In this way, the fusion of the concepts of the DFSS methods and PDP reference models for the construction and proposition of a preliminary conceptual model DFSS oriented to the process of product development intends to contribute in the development of new products with the reduction of time, reduction of the cost, competitive price and consumer satisfaction.

The purpose of the study is to propose a normative approach for market segmentation, profile and monitoring using computing and information technology to analyze User-Generated Content (UGC).

The specific steps include performing a structural analysis of the UGC and extracting the base variables and values from it, generating a consumer characteristics matrix for segmenting process, and finally describing the segments' preferences, regional and dynamic characteristics. The authors verify the feasibility of the method with publicly available data. The external validity of the method is also tested through questionnaires and product regional sales data.

The authors apply the proposed methodology to analyze 53,526 UGCs in the New Energy Vehicle (NEV) market and classify consumers into four segments: Brand-Value Suitors (32%), Rational Consumers (21%), High-Quality Fanciers (26%) and Utility-driven Consumers (21%). The authors describe four segments' preferences, dynamic changes over the past six years and regional characteristics among China's top five sales cities. Then, the authors verify the external validity of the methodology through a questionnaire survey and actual NEV sales in China.

The proposed method enables companies to utilize computing and information technology to understand the market structure and grasp the dynamic trends of market segments, which assists them in developing R&D and marketing plans.

This study contributes to the research on UGC-based universal market segmentation methods. In addition, the proposed UGC structural analysis algorithm implements a more fine-grained data analysis.

This paper aims to reframe and enhance the relationship marketing literature through advocating an emphasis on process and a renewed commitment to social and informational exchanges.

The paper is conceptual. It takes as its starting‐point the recognition that customers exist in complex dynamic systems in which they enact multiple roles. However, current implementations of customer relationship management (CRM) typically only view customers through a single lens (as customers) that denies firms a holistic view of those with whom they interact. Moreover, CRM systems typically embed and script actions (i.e. call centre options, offers driven by cross‐selling and segmentation) rather than enabling rich communication and facilitating appropriate responses that emerge from that communication. It is argued here that, as a consequence, both parties to a relationship need to negotiate the nature of systems that connect them, because those systems, in part, determine the content of relationship exchanges.

Understanding of the central argument will contribute to better organisational‐customer interactions and more informed relationship management techniques.

The paper argues for a renewed emphasis on processes and on social/informational exchanges within those relationships. This initiates a process of frame restructuring that will benefit RM.

Despite increasing attention in the marketing literature devoted to market orientation and relationship marketing issues, the sponsorship relationship has not been examined according to these perspectives. In this study, a number of propositions linking market orientation, collaborative communications, trust and commitment are developed and examined empirically in a sponsorship context. The findings suggest that market orientation and collaborative communication are both important determinants of sponsorship commitment, defined as a sponsor’s preparedness to leverage the association. Results concerning trust are somewhat more ambiguous. The implications of these findings are discussed in conclusion, along with directions for future research.

The paper aims to highlight the role of Web 2.0 in international marketing, shedding light on the relationships existing between the country of origin effect and consumer behavior.

The current study, drawn on the country of the origin (COO)W literature and Web 2.0 diffusion data, investigates the relationships between country of origin – seen as an idiosyncratic entrepreneurial offer – and the consumer, within an international marketing framework. Specifically, the paper focuses on the increasing role of Web 2.0 and social media as tools enabling enterprises to create and maintain adaptive and networking capabilities and to implement international marketing strategies.

The findings presented here reveal that international marketing is becoming increasingly similar to domestic marketing because of social media development. In other words, it is becoming more and more difficult for international products to contain themselves within single markets as local issues seldom remain local.

This paper fills a gap in the international marketing literature focusing on how social media, particularly in a pandemic era, can improve and enhance relationships between the product of origin and consumer behavior both in the assessment and in the actual purchase of products.

The purpose of this study is to present a theoretical framework to demythologize Asian consumers' cultural and ideological narratives in relation to the newly emerging popular culture developed in Korea, widely known as “Korean wave.” In addition, methodological considerations for the understudied consumption phenomenon are also discussed.

From the extant literature on popular culture and globalization, a theoretical overview of Korean popular culture (KPC) is provided. Subsequently, a condensed presentation of netnography employing critical discourse analysis (CDA) is provided.

A netnography fused with CDA suggests a reflexive process in which a range of sociocultural tensions in the globalization process of KPC dynamically hybridize and transform into new cultural tastes in respective cultures.

Cultural branding can be revisited, as the new discourse generated in Asia envisions new entries into the global brandscape. Moreover, this endeavor helps explicate how a globalized trend is replaced with another through a paradoxical discursive process.

As this article discusses popular culture as a product to be consumed just as are other tangible products, it assists researchers in visualizing and theorizing about the globalization process of incorporeal, cultural products. The application of discursively enriched netnography facilitates pertinent analysis and ultimately theory‐building.