Management and Marketing - Research Publications
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ItemNo Preview AvailableTactical Moments of Creative Destruction for Affordable Housing(SAGE Publications, 2018-06-01)The formation of a marketing system often reflects historical legacies that seek to protect and preserve longstanding community interests. These legacies encourage some patterns of adaptive growth, but they may also limit other avenues of productive change. In this essay, we focus on the United States housing system as an illustration of a marketing system with significant legacy structures. Historically, this marketplace system arose to provide safe shelter for citizens and was enacted through building codes. These codes arose for historically important reasons, many of which are still pertinent today. Other legacies, however, inhibit market innovations, such as the significant barriers that exist for developing affordable housing. We argue that change in legacy market systems may require tactical moments of creative destruction. We examine a multi-stakeholder approach across the macro, meso, and micro levels of the marketplace to enable novel solutions for systemic change.
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ItemRoutines Disrupted: Reestablishing Security through Practice Alignment(Oxford University Press, 2017)Routines are the taken-for-granted practices that form the rhythm of everyday life, making people feel secure. How do consumers manage when their routines are disrupted? Practice theorists assert that practices are important to understanding consumption and stress their shared, repetitive, and conventional nature. When practices are stable, they are performed effortlessly, producing feelings of ease and trust in a predictable world. People are often unaware of the embodied competencies, or practical understandings, involved in the performance of these practices. However, practical understandings become apparent when elements of practices are misaligned. Our findings advance Giddens’s (1984) theorization of ontological security by showing how the interplay between practical and discursive understandings and material configurations works to produce different ontological states that we call embedded security, embedded insecurity, discursive insecurity, acclimating security, and new embedded security. We also show how households subtly rework the underlying constitutive rules that anchor important practices in place within practice alignment.
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ItemThe duality of political brand equity(EMERALD GROUP PUBLISHING LTD, 2010)Purpose The democratic political product is complex and untangible. An underlying assumption of a democratic system is the involvement of voters, or consumers, but with contemporary political apathy this aspect is relatively unacknowledged. This paper aims to explore the role of the consumer in political branding. Design/methodology/approach Two contrasting case studies compare the balance between the corporate brand of the political party and the brand image of two different kinds of local politician. Aaker's “Brand Equity Ten” is adapted to provide a suitable conceptual framework for the case study comparison. Findings Investigating the interaction between the community and politicians drew out important implications for the political brand. The paper concludes that managing the political brand entails a recognition of the inherent duality that resides in the political product. In an environment of reduced differentiation of political offerings to the electoral marketplace it is important for politicians and the political party to make early decisions about which aspect of this brand duality best serves individual careers and the party. Key to this decision is the opinion‐leading role of politically aware consumers. Research limitations/implications This research shows that an individual politician's brand can compete with or enhance the corporate political party brand, which implies that political branding must take into account the communication role of the highly involved consumer. Originality/value This paper examines the under‐researched area of consumer contribution to political branding. The role of highly involved political consumers in constituency politics is clearly shown to affect the politician's brand equity. This leads to a re‐conceptualisation of the politician's brand vis‐à‐vis the political party brand.