عنوان

Toward a theory of market culture: An investigation of value co-creation and the (re)contextualization of a global market culture

T744

انگلیسی

Toward a theory of market culture: An investigation of value co-creation and the (re)contextualization of a global market culture

[Thesis]

;supervisor: Vargo, Stephen L.

University of Hawai'i at Manoa: United States -- Hawaii

: 2012

269 Pages

Ph.D.

In this dissertation, the consideration of markets as cultures, or market culture , is proposed as a theoretical framework, based on value co-creation , for studying markets and marketing. Central to this view, is the idea that value is always jointly created (co-created) in markets because it is proposed by one or more actors (e.g., firms), but derived and determined by different actors (e.g., customers), in a particular context. In three interrelated essays, a conceptual framework for studying market cultures is proposed and empirically investigated. This framework suggests that as firms, customers and other stakeholders enact practices (routine actions) to (co-)create value for themselves and for others, they draw on and contribute to common resources , social norms and meanings , which recursively constitute the cultural contexts through which value is derived. The first essay proposes a framework for conceptualizing markets as cultures by integrating two streams of marketing research that center on jointly created value - service-dominant (S-D) logic and consumer culture theory (CCT) - and drawing on practice theory, as it has been developed in marketing and sociology. The second essay explores the (re)contextualization , or social construction, of a global market culture, surfing, as changes in practices guide and are guided by changes in structure - resources, norms and meanings - across time and space (i.e., globalization). The third essay applies the model of cultural context as a value co-creation approach to identifying unique markets, by studying the differences between surfing and a recently (re)contextualized market, stand-up paddle boarding (SUP). This research contributes to the development of market(ing) theory and practice by integrating and extending S-D logic and CCT and providing insight to the cultural aspects of value co-creation and market (re)formation.

Marketing

Social sciences

Value co-creation

Service-dominant logic

Contextualization

Consumer culture theory

Market culture

Global markets

Akaka, Melissa Archpru

Vargo, Stephen L., supervisor

TL744.pdf

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