ENTANGLED IN THE SOCIETAL LABYRINTH: MARKETERS' MANAGEMENT OF PARADOX AND AUTHENTIC NORMS

The traditional view of marketing strategy presents a largely autonomous process whereby marketers work to acquire and deploy unique bundles of resources that will position them and their firm with the ability to win competitive advantage. This study builds on this knowledge by also considering mark...

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Bibliographic Details
Published inJournal of macromarketing Vol. 28; no. 1; p. 86
Main Authors Bourassa, Maureen A, Cunningham, Peggy H, Handelman, Jay M
Format Journal Article
LanguageEnglish
Published Boulder SAGE PUBLICATIONS, INC 01.03.2008
Subjects
Competitive advantage
Market strategy
Marketing
Norms
Retailing industry
Studies
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Summary:The traditional view of marketing strategy presents a largely autonomous process whereby marketers work to acquire and deploy unique bundles of resources that will position them and their firm with the ability to win competitive advantage. This study builds on this knowledge by also considering marketers' interaction with a dynamic institutional environment. An historical analysis of retail industry trade publications reveals an intriguing array of strategic marketing activity not captured in extant considerations of marketing strategy. The retailers examined in this article are confronted with a dynamic, fragmented, and contradictory collection of authentic norms--norms deemed by community members to define that society's range of legitimate behavior. Marketers work to help influence and shape those authentic norms, presenting an intriguing institutional dimension to marketing strategy. [PUBLICATION ABSTRACT]
ISSN:0276-1467
1552-6534