Will IMP Save The World? : Reflections on the role of networks in sustainable marketing

Purpose of the paper and literature addressed – This paper is a conceptual paper that builds on Ryan et al (2008) proposition that the IMP perspective supports the creation of a Sustainable Marketing framework. The author raises concerns over the suitability of a firm-centric perspective for Sustainable Marketing and the reliability of networks to deliver environmentally beneficial innovation. The paper suggests that government intervention, in the form of regulation, taxation and incentives, and contribution from “think tanks” that own the necessary knowledge are essential to guide the learning of networks towards sustainable business practices. We suggest that a special form of network, called innovation network, needs to be involved in this process of knowledge creation. Main contribution – This paper aims to extend the theoretical discourse initiated by Ryan et al (2008). It is the author’s intention to further investigate how the IMP current of thought can be applied to Sustainable Marketing, and with what adaptation. This is thought to be an important contribution as it aims at informing changes in marketing theory and suggests directions for the design of a new theoretical framework for Sustainable Marketing.Non peer reviewe

Money Down the (Brand) Drain : An exploration of the constraints of the adoption of brand strategies and the adversity facing investment in brands by Chinese suppliers

This paper explores the perception by Chinese marketing academics and consultants of benefits and constraints of the adoption of branding techniques. We explore the lived experience of Chinese branding experts to capture their experience of branding in China by means of 19 phenomenological interviews. There are differences between the Western and Chinese conception of brands, these in China serve a more social function and are associated with social processes. The Chinese economy has the characteristics of a large state economy and has large state-owned conglomerates which have strong brands as a result of Government support. Non-state owned businesses have much more difficulties innovating and building brands because of scarce resources. Business leaders in China seem to have a short term orientation, and there is evidence that they tend to select strategies based on imitation of leading brands, as well as that of manufacturing and marketing mass produced, low cost products. This proliferation of generic products and “me too” brands is complemented by a plethora of counterfeit goods. Chinese leaders do not have incentives to invest in long term innovation and brands, nor in brand management as they feel these investments cannot be protected from counterfeiting; at the same time, the competitive climate means that Chinese non-state owned companies need to be very responsive and achieve fast returns in order to survive. Policy makers should strengthen IPR protection legislation and counteract counterfeiting; foreign investors and local companies are advised to adopt mobile defense strategies for their brands

Innovation for a circular economy : exploring the adoption of PSS by UK companies in the baby products sector

Several authors have commented on the relatively slow rate at which Product Service Systems (PSS) have been adopted in B2B networks. Despite some prominent examples, such as the provision of integrated lighting systems to Sainsbury’s (supermarket chain) by Parkersell in the UK, and the ‘pay per copy’ (lease and take back) systems provided by copier companies such as Xerox and Canon, PSS has not been widely adopted even though the business case seems sound. Consequently, the question of identifying and overcoming barriers to PSS adoption has become an important research topic. In this study we explore barriers to the adoption of PSS in the UK baby products industry using a qualitative research design employing in-depth interviews with baby products suppliers (manufacturers) and buyers (retailers). The novelty of the approach adopted in this study is that key concepts from the Industrial Networks Approach are used to frame the analysis. Buyers and suppliers of baby products acknowledge the value of the PSS approach, but PSS adoption is found to require considerable adaptation to conventional patterns of inter-organizational interaction

Exploring Liquid Lives and Product Lifetimes

Maurizio Catulli, Matthew Cook, and Stephen Potter, 'Exploring Liquid Lives and Product Lifetimes' paper presented at Product Lifetimes and the Environment Conference. Nottingham Trent University, Nottingham, UK. 17-19 June 2015.Product lifetimes are an important consideration in the context of sustainability. One way to better manage product lifetimes is to promote product service systems (PSS) that complement and/ or substitute traditional forms of product based consumption. PSS satisfy consumer demand by providing time limited access to products via leasing or renting. Here providers typically own the product component of such offerings and thus producer responsibility is extended over the lifecycle. However, while PSS can be found on business to business markets there is a paucity of such offerings on consumer markets. Opportunities that PSS may provide to improve environmental performance are being lost. PSS literature argues that one of the main obstacles to PSS implementation in such markets is the presence of strong consumer object attachments and that PSS simply do not create sufficient value to displace these. However, consumer culture theory (CCT) research suggests that the bonds between certain consumers (nomadic ones) and their possessions are now far from solid: they are liquid. In such instances, consumers highly prize situational value, instrumental use value and immateriality. In other words, demands that form the rational for and may be met through PSS provision. In this contribution we presented selected data from a case study in which pilot baby care PSS were offered to nomadic consumers. The research suggests that such consumers are amenable to PSS provision and that further research is necessary to explore this proposition.Submitted Versio

Changing the rules of the marketing game : towards Product Service Systems supported by interaction and relationship management practices

Product Service Systems (PSS) have been proposed as an environmentally efficient business model. The benefits of PSS include support of dematerialization and incentives for companies to design more efficient products with longer life cycles. In spite of the attractiveness and envi-ronmental effectiveness of PSS, much still needs to be done to make of it a viable business model. There are limitations such as the rebound effect for example. Key constraints to the implementation and operation of PSS include difficulties in managing diverse networks of providers as PSS are made of heterogeneous organizations. To address this limitation, this paper suggests that the Interaction theoretical framework, first introduced in the 80’s can inform these network management activities. Marketers can build effective relationship and network management practices to improve the design of effective PSS’. Marketing educators should support further evolution and adoption of PSS.Peer reviewe

What’s your marketing footprint?

This article covers the main issues in sustainable marketing communication

An Investigation into the Social and Cultural Dynamics that Shape Product Service Systems Consumption

Improved resource efficiency and extended product life cycles are strategies prioritized by policy makers to achieve sustainable production and consumption. Literature suggests that Product Service Systems (PSS), competitive systems of products, services, supporting networks and infrastructure designed to satisfy demand using fewer resources than traditional business models can deliver these strategies. Whilst PSS’ resource efficiency potential has been questioned, PSS may still help society move toward more sustainable futures. Indeed, PSS have been linked to the concept of circular economy in which resources are reused, recovered and regenerated to minimise environmental impact of consumption. Yet PSS have not been widely taken up in consumer markets and consequently their potential to address sustainability challenges has not been realised. In response, this thesis investigates the social and cultural dynamics that shape PSS consumption. Two case studies are presented that draw upon Consumer Culture Theory (CCT) and Practice theory (PT) in pluralistic fashion and experts engaged to find ways to generate a dialogue and insights from these two perspectives. A flexible research design was followed with data collected by semi-structured interviews with consumers and experts. Data were analysed using a dynamic template approach. The findings suggest that some consumers are encouraged to consume PSS as a way to construct identities expressing meanings and ideologies such as altruism and environmental protection. Consumers need, however, to learn access practices to consume PSS offerings. Furthermore, social- structural elements of living such as social conventions and the physical distribution of sites where consumers work and live prevent them from consuming PSS recurrently. Further research is needed to investigate how PSS consumption inspired by consumers’ meanings and ideologies may be collective, recurring and integrated within the social structural aspects of living

What value do consumers really expect from Product Service Systems? : Reflections on how a different conception of value could facilitate the implementation of PSS in consumer markets

Purpose – This paper explores how PSS may create value in consumer markets in urban environment and how consumers value PSS beyond a narrow focus on functionality. Design/ methodology/approach – Within a case study of a use orientated PSS based on baby products, we conducted ten ethnographic interviews of current users of the scheme. Findings – Our data gives evidence that some of these products are important possessions for consumers’ identity construction. In contrast with highly visible products such as push-chairs, however, baby cots and car seats are seen by consumers from a more utilitarian perspective. Practical implications – The design of a PSS provision around products which are highly symbolic is problematic because of a need to fully understand the complex symbolism and hedonic value consumers attribute to these products. Originality /value – We fill a gap in PSS research by adopting a constructivist perspective to explore the multidimensional value consumers co-create around a baby products PSS.Non peer reviewedFinal Accepted Versio

Consuming use orientated product service systems: A consumer culture theory perspective

Research suggests that product service systems (PSS) may usefully form part of the mix of innovations necessary to move society toward more sustainable futures. However, PSS implementation rates are disappointingly low and an implementation gap has emerged. Drawing on consumer culture theory (CCT), this paper provides insights to help resolve this issue in business to consumer markets. Since consumption of use orientated PSS is analogous to access based consumption, six dimensions of access are set out to analyse a case study of infant car seat provision. Five outcomes are derived from the analysis and these include partial identification with accessed product and interplay of use and symbolic value. This analysis questions the view that PSS do not create sufficient value to overcome a preference for ownership in western societies. Rather, PSS consumption is likely to arise when both functional and symbolic value are extracted by consumers and when PSS are promoted to appropriate consumer groups such as ‘nomads’. Further research is needed to explore these phenomena and address the issues they raise in PSS design processes

Product Service Systems Users and Harley Davidson Riders: the importance of consumer identity in the diffusion of sustainable consumption solutions

This paper sets out an approach to researching socio-cultural aspects of Product Service Systems (PSS) consumption in consumer markets. PSS are relevant to Industrial Ecology as they may form part of the mix of innovations that move society toward more sustainable material and energy flows. The paper uses two contrasting case studies drawing on ethnographic analysis, Harley Davidson motorcycles and Zip Car Car Club, one a case of consumption involving ownership, the other without. The analysis draws on Consumer Culture Theory to explicate the socio-cultural, experiential, symbolic and ideological aspects of these case studies, focusing on product ownership. The paper shows that ownership of Harley Davidson motorcycles enables riders to identify with a brand community and to define themselves. Owners appropriate their motorcycles through customization. In contrast, Zip Car users resist the company’s attempts to involve them in a brand community, see use of car sharing as a temporary fix and even fear contamination from shared use of cars. We conclude that iconic products such as Harley Davidson motorcycles create emotional attachment and can challenge PSS propositions. But we also suggest that somewhat standardized products may present similar difficulties. Knowing more about socio-cultural aspects of PSS may help designers overcome these difficulties