Failure : Perspectives and prospects in marketing and consumption theory

Author's accepted version (postprint).This is an Accepted Manuscript of an article published by Sage in Marketing Theory on 11/02/2021.Available online: https://journals.sagepub.com/doi/pdf/10.1177/1470593121992539Failure is ubiquitous in popular and consumer culture. In this commentary, we interrogate discourses around failure and outline potential avenues of inquiry for the marketing and consumption theory disciplines. We begin by synthesizing how failure has hitherto been conceptualized in marketing theory. Then, we discuss how recent rethinking of failure in other disciplines can be meaningful for marketing thought, and propose a new agenda for marketing scholars for studying failure, that moves beyond studying failure as a primarily destructive phenomenon that arises predominantly in service encounters.acceptedVersio

Value in marketing Toward sociocultural perspectives

This commentary addresses recent debates in marketing research on the elusiveness of the notion of value, with the aim of starting a dialogue on the possibility of developing a comprehensive and culturally informed understanding of value and value creation processes. First, we provide an overview of the predominant uses of value in marketing and consumer research literature and discuss them in relation to three abstract conceptions of value. We show the interconnectedness of these value types in market and consumption contexts. Next, we suggest possible avenues that have their foundations in the notion of field, practice theory, and markets as networks approaches, in order to conceptualize complexity in value and value creation processes

Understanding the Complexity of Value and Its Co constitution in a Global Network Insights from a Global Fashion Brand Value Constitution Context

This study problematizes the conceptualization of brand value formation process which is rooted in the productionist and economistic perspectives. Juxtaposition of different economıc systems such asthe traditional capitalist economy, the sign economy and thenew ethical economy and their value logics in contemporary global economic system necessitates shifts in the perspective on value formation. Utilizing a case study of value creation process of a British iconic fashion brand, we demonstrate that brand value is not created in a linear chain of production but occurs in global networks within and outside the company’s immediate network of relations and stakeholders. Study calls for further research for brand value creation processes by synthesizing anthropology of markets perspective, the anthropological theory of value approach and the global networks approac

The Global Myth of "Me": Self-Actualization and Identity Practices in the Contemporary Global Consumptionscape

This paper addresses a fundamental myth in consumer culture, the myth of the self-actualizing consumer. The self-actualizing industries' mythic discourse evokes the heroic monadic self trying to liberate itself from Society's constraining social norms and expectations. Self-actualization is linked to a Rousseau inspired unspoiled, immediate natural state of being as against an unnatural technologized social being. We will illustrate the global character of the self-actualization myth with an example based on research with Nepalese yoga institute owners and yoga practitioners in Kathmandu. We show how a traditional practice has been reborn as an element of the global myth of self-actualization. [to cite]