Bringing Nordic mathematics education into the future. Proceedings of Norma 20, The ninth Nordic Conference on Mathematics Education

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Experiential marketing: bridging the gap between value creation to customers and value capture by firms

An already voluminous literature addressing the value of marketing to the firm has, until now, fallen short of expectations. In a context in which marketers have increasingly been challenged to prove their worth, the scholarly attempts to demonstrate the value of marketing to the firm have stumbled to reach unquestionable results. Part of the problem may lie in the lengthy and twisted chain of effects from marketing actions to marketing performance outcomes. Between inputs and outputs lie numerous uncontrollable and often confounding external factors, such as the actions of customers, competitors, and other market agents. The problematic operationalization of such complex market structures impelled researchers to analyze fractions of this web of effects rather than attempting to study overarching conceptual models in full. Prior empirical research has typically considered either the impact of marketing actions in the marketplace or the consequences to the firm of the behaviors of customers and rivals. There is still a gap in the literature of an all-encompassing end-to-end demonstration of how specific marketing inputs can drive specific marketing outputs unequivocally contributing to organizational performance. This thesis addresses the issue of marketing as a value-capturing corporate function through its determinant role in managing value-creating exchanges with customers in the marketplace while hindering competitors from appropriating it. Our research suggests that experiential marketing may bridge the gap between value creation to the customer and value capture by the firm. In particular, our findings show that marketing-crafted valuecreating online shopping experiences may predict value-capturing marketing performance outcomes with the mediation of superior customer-level marketing performance. Thus, our results suggest that experiential marketing may offer an opportunity to bridge the gap between "give and take," value creation and value capture, and demonstrate how relevant the contribution of marketing to the firm's value rising can be.Uma já volumosa literatura abordando o valor do marketing para a empresa tem até agora ficado aquém das expectativas. As tentativas para demonstrar a valia do marketing para a empresa não têm conseguido alcançar inequívocas demonstrações de como o marketing pode ter uma contribuição relevante para a apropriação de valor pela empresa. Parte do problema reside na longa e sinuosa cadeia de efeitos ligando os estímulos de marketing aos resultados do desempenho. Entre uns e outros existem inúmeros fatores externos, incontroláveis e perturbadores, tais como as ações de outros participantes no mercado. A investigação empírica anterior tem tipicamente estudado ou os efeitos the ações de marketing no mercado, sobretudo nos clientes, mas também nos concorrentes, ou então as consequências para a empresa dos comportamentos dos clientes e rivais. Consequentemente, há uma lacuna na literatura de uma demonstração abrangente de como determinados estímulos de marketing podem conduzir a efeitos específicos precursores do desempenho da organização. Esta tese equaciona o marketing como função de captura de valor para a empresa através do seu papel determinante na gestão de trocas de valor com clientes, em paralelo com o impedimento aos concorrentes de se apropriarem do valor criado. A nossa investigação sugere que o marketing experiencial pode estabelecer a ligação entre criação de valor para o cliente e captura de valor para a empresa. Em particular, os nossos resultados mostram que experiências de compra criadoras de valor para os clientes em ambientes digitais podem conduzir à captura de valor para a empresa através da mediação de desempenho de marketing a nível de cliente. Portanto, os nossos resultados sugerem que o marketing experiencial pode ser uma grande oportunidade para preencher a lacuna entre “dar e receber”, criação e captura de valor, e mostram quão relevante pode ser a contribuição do marketing para o valor da empresa

A Qualitative IPA of the Motivations of Retirees’ Transitions to ‘Retirement’ Social Identities and the Consequences on Retirement Adjustment Satisfaction

Retirement is a relatively new phenomenon in relation toshifting from being a privilege for the few to becoming anormative ‘third age’ of the life course. However, retirementrepresents one of the major life course transitions in late adultlife and associated with this transition is the question of howwell people adjust to retirement and the consequences of howwell people negotiate this adjustment on their sense of worthand well-being can be either negative or positive. This paperpresents a qualitative approach through Social Identity Theoryand Self-determination Theory to explore the underpinningmotivational processes of retirees in their transition to‘retirement’ social identities and the consequences onsatisfaction in retirement. Semi-structured interviews wereconducted with four white British participants includingthree males and one female ranging in age from sixty-fourto sixty-nine and having retired between fifteen months andfour years. An Interpretative Phenomenological Analysis ofthe transcribed interviews led to five main themes emerging,namely Strength of identity with working life; Significanceof non-work-related aspects of life; Psychologically preparingfor retirement; Process of shifting/adjusting to retirement;Meeting expectations of retirement. The study found thatretirement is not a formulaic process but people experienceadjusting to retirement differently based on their individualmotivations and resources for preparing for and facilitatingthe transition. The findings from the study has implicationsin relation to the provision of intervention in supportingindividuals psychologically preparing for retirement beyondfinancial planning along with those experiencing negativeconsequences in transitioning to retirement