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Transformative Marketing Strategies

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  • Full or part time
    Dr M Ehret
    Dr L Q Siebers
  • Application Deadline
    Applications accepted all year round
  • Self-Funded PhD Students Only
    Self-Funded PhD Students Only

Project Description

Marketing and Business activities are in the process of fundamental transformation: Public debate and service research raise awareness that business activities destroy as well as create value. Digital transformation and institutional change undermine established industry structures (Teece, 2018). Economic development offers novel opportunities for combating poverty, technological innovation and economic growth (Anderson and Ostrom, 2015; Siebers, 2017). Researchers operating at the interface of strategy and marketing have been identifying substantial changes driving the transformation of marketing strategies: (1) The strategic stage moves from navigating the firm within industry competition towards immersing business models in business-eco-systems of connected firms and society stakeholders (Ehret et al., 2013; Kamoche et al., 2014; Wieland et al., 2017), (2) a substantial share of future markets emerges beyond existing customer bases calling for engaging neglected stakeholders in business model development (Barney, 2018), (3) Sustainable marketing needs cocreation across organizational boundaries, most notably supply chains and broader domains of business eco-systems (Talay et al., 2018; Wieland et al., 2017), (4) The rise of business-eco systems opens the inroad to novel cocreation opportunities, offering business firms the opportunity to position themselves as resource integrators of cocreation (Ehret et al., 2013; Filieri & Alguezaui 2012).

We especially consider proposals addressing the following topics, but also welcome proposals that show potential for a contribution to the overall research agenda outlined above:
- Transformative marketing strategies in emerging economies, in particular China, Africa, and Latin America (in particular Brazil).
- Transformative marketing strategies for enhancing the economic, social, or ecological sustainability of value eco-systems.
- The role of stakeholders, in particular government, organisations, employees, suppliers, complementors and institutional collaborators in the formation of implementation of transformative marketing strategies.
- Systematic studies in the role of governance and/ or technology in transformative marketing strategies, for example the rise of sharing or service platforms.
- Internationalisation strategies and international marketing strategies in the post-digital era.

References

Anderson, L. & Ostrom, A.L. 2015, "Transformative Service Research: Advancing Our Knowledge About Service and Well-Being", Journal of Service Research, vol. 18 (3), pp. 243-249.

Barney, J.B. 2018, "Why resource-based theory's model of profit appropriation must incorporate a stakeholder perspective", Strategic Management Journal, vol. 39 (13), pp. 3305-3325.

Ehret, M., Kashyap, V. & Wirtz, J. 2013, "Business models: Impact on business markets and opportunities for marketing research", Industrial Marketing Management, vol. 42 (5), pp. 649-655.

Filieri, R.; Alguezaui, S. 2012, “Extending the enterprise for improved innovation”, Journal of Business Strategy, vol. 33 (3), pp. 40-47.

Kamoche, K.; Siebers, L. 2015, “Chinese management practices in Kenya: toward a post-colonial critique”, International Journal of Human Resource Management, vol. 26 (21).

Ostrom, A.L., Parasuraman, A., Bowen, D.E., Patrício, L. & Voss, C.A. 2015, "Service Research Priorities in a Rapidly Changing Context", Journal of Service Research, vol. 18 (2), pp. 127-159.

Talay, C., Oxborrow, L. & Brindley, C. 2018, "An exploration of power asymmetry in the apparel industry in the UK and Turkey", Industrial Marketing Management, vol. 74, pp. 162-174.

Teece, D.J. 2018, "Profiting from innovation in the digital economy: Enabling technologies, standards, and licensing models in the wireless world", Research Policy, vol. 47 (8), pp. 1367-1387.

Siebers, LQ. 2017. “Hybridisation practices as organisational responses to institutional demands: The development of retail TNCs in China”, Journal of Economic Geography, vol. 17 (1), 1-29.

Wieland, H., Hartmann, N. & Vargo, S. 2017, "Business models as service strategy", Journal of the Academy of Marketing Science, vol. 45 (6), pp. 925-943.

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