Is marketing becoming a dirty word? A longitudinal study of public perceptions of marketing

There is growing sentiment in the marketing community that our society holds an increasingly unfavorable view of the marketing profession. However, this sentiment is largely based on anecdotal and experiential evidence. In response, the authors use content analysis of the general press to investigate the American public’s current and past attitudes towards marketing. They obtain compelling evidence that the public’s attitude towards marketing has deteriorated over the past twenty years. They observe a similar trend in how marketing is treated in the American business press and in blogs. Next, the authors replicate their analyses on news media from another Western society, France, where marketing activity is subject to greater regulation than in the United States. In discussing the results, they propose that the marketing profession will evolve through a mix of three distinct practices that they name ego-marketing, techno-marketing and alter-marketing. The authors argue that marketing’s image in the population will ultimately depend on the growth and strength of each practice within this mix, with techno-marketing playing a pivotal role. They conclude by reflecting on the role that marketing scholars can play in this evolution.marketing practice; marketing image; perception of marketing

A comparative Test of the Efficiency, focus and Learning Perspectives of Outsourcing

Despite the fact that vertical integration has been a key question of management studies for more than fifty years, we still do not have a unified, coherent view of outsourcing. In particular, multiple theoretical perspectives such as transaction cost economics, industrial organization, and strategy, could explain the outsourcing decision, but the implications of these different streams have neither been theoretically integrated, nor tested simultaneously. In an attempt to disentangle the various causes of outsourcing, we suggest three different rationales for outsourcing: cost reduction, focusing on core capabilities and importing knowledge into the firm. We develop several hypotheses, which we then test on secondary data on French small- and medium-sized enterprises. Results indicate that the learning rationale appears to be the strongest factor influencing the outsourcing decision. Some performance implications of this rationale are also suggested and tested.outsourcing; transaction cost economics; resource-based view; knowledge-based view

Path Dependence in Personal Selling : A Meso-Analysis of Vertical Integration

We examine an unusual form of path dependence, in which suppliers that take different decision paths end up in the same position: excessive vertical integration of the personal selling function. We argue that this is the case even though outsourcing is more seriously considered than ever, and economic arguments for outsourcing the sales function are compelling. We develop an institutional explanation at the meso level (a combination of individual, organization, and environmental forces, explicitly considering how these levels combine). This meso-analysis focuses on four forces driving firms toward being locked into employee sales forces. We enumerate and classify these mechanisms, illustrating them with a simple simulation of how outsourcing sales becomes rare. We close with testable propositions about which firms are most likely to break their dependence on a vertically integrated path.path dependence; personal selling; outsourcing; sales function

Inter-organizational communities of practice: specificities and stakes

Inter-organizational communities of practice (IOCoPs) are today an emergent research topic and studies in this area are still in an exploratory phase. Theoretical mechanisms are vaguely specified and empirical studies are incipient. For this reason, this paper firstly aims at presenting the specificities and stakes of such organizational forms, establishing reference points for further research in this field. We will introduce the main features of IOCoPs and explain why they do not represent a mere subcategory of CoPs, but a unit of analysis per se. In this paper, we will follow a thematic approach to indicate IOCoPs’ specificities and stakes. We will thus look at the IOCoPs’ actors (in part I), IOCoPs as original organizational forms (part II), then IOCoPs’ life cycle (part III). Finally, we will synthesize IOCoPs’ distinctive features and conclude with a discussion on key interests of IOCoPs for both practitioners and academics.Community of practice; inter-organizational relationships; professional practice; expertise; knowledge management; learning; organizational boundaries; life-cycle

Relational Subcontracting: the Importance of Relationships in the Subcontracting Behavior of French SMEs

Mimeo, 200

Path Dependence in Personal Selling: A Meso-Analysis of Vertical Integration

Cahier de Recherche du Groupe HEC Paris, n° 787/2003We examine an unusual form of path dependence, in which suppliers that take different decision paths end up in the same position: excessive vertical integration of the personal selling function. We argue that this is the case even though outsourcing is more seriously considered than ever, and economic arguments for outsourcing the sales function are compelling. We develop an institutional explanation at the meso level (a combination of individual, organization, and environmental forces, explicitly considering how these levels combine). This meso-analysis focuses on four forces driving firms toward being locked into employee sales forces. We enumerate and classify these mechanisms, illustrating them with a simple simulation of how outsourcing sales becomes rare. We close with testable propositions about which firms are most likely to break their dependence on a vertically integrated path