Pub Date : 2022-11-03DOI: 10.1177/14705931221137729
Ignacio Luri, Ashok Kumar Kaliyamurthy, M. Farmer
In this conceptual article, we outline a process through which some technology entrepreneurs come to be viewed as heroes in the public’s eye. We argue that market heroism relies on top-down narratives of imagined future utopias that combine with bottom-up consumer desire for those utopias. While extant marketing theory has typically focused on imagination of products and consumption, we expand the conversation by highlighting the importance of consumer imagination for an idealized future time. The relevance of our process to consumer behavior lies with the potential for products and services to indirectly represent that imagined future time. Synthesizing work in and beyond marketing, we map out a process by which technology entrepreneurs attempt to enlist the participation of consumers, media, and the state into their visions of social and market progress. In doing so, we bring critical attention to the effect of heroic discourses of technological utopias and the ideological ground that supports and enables such discourses.
{"title":"“Sometime in the future”—The technology entrepreneur as utopian market hero","authors":"Ignacio Luri, Ashok Kumar Kaliyamurthy, M. Farmer","doi":"10.1177/14705931221137729","DOIUrl":"https://doi.org/10.1177/14705931221137729","url":null,"abstract":"In this conceptual article, we outline a process through which some technology entrepreneurs come to be viewed as heroes in the public’s eye. We argue that market heroism relies on top-down narratives of imagined future utopias that combine with bottom-up consumer desire for those utopias. While extant marketing theory has typically focused on imagination of products and consumption, we expand the conversation by highlighting the importance of consumer imagination for an idealized future time. The relevance of our process to consumer behavior lies with the potential for products and services to indirectly represent that imagined future time. Synthesizing work in and beyond marketing, we map out a process by which technology entrepreneurs attempt to enlist the participation of consumers, media, and the state into their visions of social and market progress. In doing so, we bring critical attention to the effect of heroic discourses of technological utopias and the ideological ground that supports and enables such discourses.","PeriodicalId":48020,"journal":{"name":"Marketing Theory","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2022-11-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42699191","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-11-02DOI: 10.1177/14705931221137730
Gregorio Fuschillo, Simona D’Antone
How does solidarity gel together disjointed entities in a web of social relations? This study examines how solidarity catalyzes unconnected entities (people, things, and institutions) in a consumption network by analyzing Spesasospesa.org, an Italian consumption network that was developed during lockdowns resulting from Covid-19. We find that solidarity enables the emergence of this network because of three main practices: (1) synchronization, (2) appropriation, and (3) narration. Solidarity has typically been depicted in the consumer culture literature as a given trait of consumer collectives, but our study shows that solidarity in fact plays a key role in gelling social links at the nexus of antistructure and structure. Therefore, our research extends past literature on consumer sociality by unveiling the role that entrained solidarity plays in the emergence of consumption networks in times of social distancing.
{"title":"Consumption networks in times of social distancing: Towards entrained solidarity","authors":"Gregorio Fuschillo, Simona D’Antone","doi":"10.1177/14705931221137730","DOIUrl":"https://doi.org/10.1177/14705931221137730","url":null,"abstract":"How does solidarity gel together disjointed entities in a web of social relations? This study examines how solidarity catalyzes unconnected entities (people, things, and institutions) in a consumption network by analyzing Spesasospesa.org, an Italian consumption network that was developed during lockdowns resulting from Covid-19. We find that solidarity enables the emergence of this network because of three main practices: (1) synchronization, (2) appropriation, and (3) narration. Solidarity has typically been depicted in the consumer culture literature as a given trait of consumer collectives, but our study shows that solidarity in fact plays a key role in gelling social links at the nexus of antistructure and structure. Therefore, our research extends past literature on consumer sociality by unveiling the role that entrained solidarity plays in the emergence of consumption networks in times of social distancing.","PeriodicalId":48020,"journal":{"name":"Marketing Theory","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2022-11-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43780171","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-11-02DOI: 10.1177/14705931221137374
Marie-Catherine Paquier, Sophie Morin-Delerm, F. Pecot
This paper addresses the question of the resources that consumers rely on when faced with products that communicate very little. When consumers purchase items from Christian abbeys, this question is particularly significant given that these organizations, while sharing a common history, are spatially dispersed. Through qualitative interviews with purchasers of monastic products, our research confirms the contagion process from products’ origin to consumers, and proposes the new concept of World of Origin (WOO), a cloud-like representation serving as an extrinsic source of meaning and acting as a substitute for strong brand narratives. Distinct from Country of Origin, terroir, brand aura, and heritage, WOO is an addition to the marketing conceptual toolbox, facilitating a thinner grain analysis of consumption phenomena. The contagious power of WOO enriches the research on the context’s influence and enables a discussion of the consequences of consumers themselves creating embellished or even false inventions of the past.
{"title":"World of origin: The contagious ingredient of monastic products","authors":"Marie-Catherine Paquier, Sophie Morin-Delerm, F. Pecot","doi":"10.1177/14705931221137374","DOIUrl":"https://doi.org/10.1177/14705931221137374","url":null,"abstract":"This paper addresses the question of the resources that consumers rely on when faced with products that communicate very little. When consumers purchase items from Christian abbeys, this question is particularly significant given that these organizations, while sharing a common history, are spatially dispersed. Through qualitative interviews with purchasers of monastic products, our research confirms the contagion process from products’ origin to consumers, and proposes the new concept of World of Origin (WOO), a cloud-like representation serving as an extrinsic source of meaning and acting as a substitute for strong brand narratives. Distinct from Country of Origin, terroir, brand aura, and heritage, WOO is an addition to the marketing conceptual toolbox, facilitating a thinner grain analysis of consumption phenomena. The contagious power of WOO enriches the research on the context’s influence and enables a discussion of the consequences of consumers themselves creating embellished or even false inventions of the past.","PeriodicalId":48020,"journal":{"name":"Marketing Theory","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2022-11-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49006893","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-11-02DOI: 10.1177/14705931221137733
P. Haynes
Georg Simmel depicts money as an evolving entity that will continue to evolve to a state of ‘perfect money’ disconnected from any external guarantor of value. This article examines some of the different approaches to substantial value underpinning money, suggesting that they represent different types of fictional underwriting. Money is then contrasted with cryptocurrency, suggesting that their respective value is not only derived from different fictions but from different standards of value as major and minor currency. This analysis suggests that far from evolving into a fully abstract and functional instrument for creating stable social relationships, the divergence in currencies and currency fictions is a force for overturning such ‘expedient’ stability.
Georg Simmel将货币描述为一个不断发展的实体，它将继续发展到一种与任何外部价值担保人脱节的“完美货币”状态。本文考察了一些不同的实质价值支撑资金的方法，表明它们代表了不同类型的虚构承销。然后将货币与加密货币进行对比，表明它们各自的价值不仅来源于不同的虚构，而且来源于作为主要货币和次要货币的不同价值标准。这一分析表明，货币和货币虚构的分歧非但没有演变成一种完全抽象和实用的工具来创造稳定的社会关系，反而是推翻这种“权宜之计”稳定的力量。
{"title":"Money is no object: Money, cryptocurrency, fiction","authors":"P. Haynes","doi":"10.1177/14705931221137733","DOIUrl":"https://doi.org/10.1177/14705931221137733","url":null,"abstract":"Georg Simmel depicts money as an evolving entity that will continue to evolve to a state of ‘perfect money’ disconnected from any external guarantor of value. This article examines some of the different approaches to substantial value underpinning money, suggesting that they represent different types of fictional underwriting. Money is then contrasted with cryptocurrency, suggesting that their respective value is not only derived from different fictions but from different standards of value as major and minor currency. This analysis suggests that far from evolving into a fully abstract and functional instrument for creating stable social relationships, the divergence in currencies and currency fictions is a force for overturning such ‘expedient’ stability.","PeriodicalId":48020,"journal":{"name":"Marketing Theory","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2022-11-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49115855","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-11-01DOI: 10.1177/14705931221137375
B. Canavan
This paper explores inauthenticity in the context of the Gems TV shopping channel using existential phenomenology. Objectively, subjectively and performatively Gems TV fails to convincingly stage a sense of authenticity. This is a televisual format featuring clearcut commercialism, obscure gemstones and opaque verification. Insincere screen performances are not only entertaining, but shoddiness and unpredictability of programming provides backstage glimpses that paradoxically stimulate fantasies of authenticity. Moments of intrapersonal and interpersonal connection arise around viewing. Accordingly, research into the neglected side of the authenticity-inauthenticity dialectic demonstrates that the latter may be a miasma of meanings as complex, contradictory and evocative as the former.
{"title":"A diamond in the rough: Inauthenticity and Gems TV","authors":"B. Canavan","doi":"10.1177/14705931221137375","DOIUrl":"https://doi.org/10.1177/14705931221137375","url":null,"abstract":"This paper explores inauthenticity in the context of the Gems TV shopping channel using existential phenomenology. Objectively, subjectively and performatively Gems TV fails to convincingly stage a sense of authenticity. This is a televisual format featuring clearcut commercialism, obscure gemstones and opaque verification. Insincere screen performances are not only entertaining, but shoddiness and unpredictability of programming provides backstage glimpses that paradoxically stimulate fantasies of authenticity. Moments of intrapersonal and interpersonal connection arise around viewing. Accordingly, research into the neglected side of the authenticity-inauthenticity dialectic demonstrates that the latter may be a miasma of meanings as complex, contradictory and evocative as the former.","PeriodicalId":48020,"journal":{"name":"Marketing Theory","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2022-11-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48047113","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-10-31DOI: 10.1177/14705931221137734
Georgios Patsiaouras, James A. Fitchett
Considering the inherently divisive legacy of political (anti)heroes, marketing scholars have paid limited attention to the construction of heroic political profiles and institutions. Accordingly, this study seeks to provide an original and thorough analysis on how two 20th century political (anti)heroes have been manufactured and shaped through early and contemporary forms of marketing practice. Adopting a historical perspective and focussing on the political profiles of Joseph Stalin and Margaret Thatcher, the aim of the paper is threefold. Firstly, we show the involvement of propaganda and marketing practice behind the emergence of heroic profiles and we highlight their impact to the construction of hero institutions. Secondly, we critically discuss the role of State propaganda and marketing forces in the shaping, maintenance and communication of collective heroic discourses aiming to strengthen the ideological underpinnings of these heroic institutions. Finally, we provide novel insights on the underexamined role of marketing practice as agent of social-political change behind the rise of political forces that shape government policy, marketplaces and consumer cultures.
{"title":"Red Tsars and Iron Ladies: Exploring the role of marketing forces in the construction of political heroism","authors":"Georgios Patsiaouras, James A. Fitchett","doi":"10.1177/14705931221137734","DOIUrl":"https://doi.org/10.1177/14705931221137734","url":null,"abstract":"Considering the inherently divisive legacy of political (anti)heroes, marketing scholars have paid limited attention to the construction of heroic political profiles and institutions. Accordingly, this study seeks to provide an original and thorough analysis on how two 20th century political (anti)heroes have been manufactured and shaped through early and contemporary forms of marketing practice. Adopting a historical perspective and focussing on the political profiles of Joseph Stalin and Margaret Thatcher, the aim of the paper is threefold. Firstly, we show the involvement of propaganda and marketing practice behind the emergence of heroic profiles and we highlight their impact to the construction of hero institutions. Secondly, we critically discuss the role of State propaganda and marketing forces in the shaping, maintenance and communication of collective heroic discourses aiming to strengthen the ideological underpinnings of these heroic institutions. Finally, we provide novel insights on the underexamined role of marketing practice as agent of social-political change behind the rise of political forces that shape government policy, marketplaces and consumer cultures.","PeriodicalId":48020,"journal":{"name":"Marketing Theory","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2022-10-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44775440","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-09-07DOI: 10.1177/14705931221123949
Per Skålén, B. Cova, Johanna Gummerus, Antti Sihvonen
This paper draws on practice theory and a review of practice theoretical studies in marketing, management, consumer, and markets research to advance our knowledge of marketing as a value-creating activity within firms. Building on previous research, the paper contributes to the literature by advancing a Marketing-as-Practice (MAP) framework based on three key concepts: marketing practices, marketing practitioners, and marketing praxis. The structures and interrelationships between these key concepts are also outlined. The framework can be used to study value-creating marketing activities within firms as well as between firms and their stakeholders which is in line with the American Marketing Association’s definition of marketing. This paper also contributes by presenting a MAP research agenda to guide future research on value-creating marketing activity.
{"title":"Marketing-as-practice: A framework and research agenda for value-creating marketing activity","authors":"Per Skålén, B. Cova, Johanna Gummerus, Antti Sihvonen","doi":"10.1177/14705931221123949","DOIUrl":"https://doi.org/10.1177/14705931221123949","url":null,"abstract":"This paper draws on practice theory and a review of practice theoretical studies in marketing, management, consumer, and markets research to advance our knowledge of marketing as a value-creating activity within firms. Building on previous research, the paper contributes to the literature by advancing a Marketing-as-Practice (MAP) framework based on three key concepts: marketing practices, marketing practitioners, and marketing praxis. The structures and interrelationships between these key concepts are also outlined. The framework can be used to study value-creating marketing activities within firms as well as between firms and their stakeholders which is in line with the American Marketing Association’s definition of marketing. This paper also contributes by presenting a MAP research agenda to guide future research on value-creating marketing activity.","PeriodicalId":48020,"journal":{"name":"Marketing Theory","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2022-09-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49094069","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-09-02DOI: 10.1177/14705931221123991
Leighanne Higgins, Killian O’Leary
Marketing scholarship has commonly demonstrated how consumers assemble heroic identities as a means to facilitate forms of empowerment and emancipatory consumption. Although some insight into more troubling aspects of heroic discourses has been shared, prioritisation of the positive potentialities of heroism remain privileged. We invoke social heroism as an interpretive lens to study the lived experiences of parent-carer’s to children with impairments, employing paradoxes of heroism as heuristics to explore how heroic discourses disempower parent-carers. We find that parent-carers do not identify with the heroism surrounding care. Instead, they view themselves as unessential due to the ableist tenets that underlie heroic discourses. We uncover three problematizing and subtle practices of ableism; purification, micro-aggressions and responsibilized-commoditization. Such insight, (i) advances marketing theory’s understanding of the socio-political structuring of heroism, (ii) advances discourse on consumer vulnerabilities and ableism and (iii) begins to meet the calls for research into care politics and justice.
{"title":"‘Clap for “some” carers’: Problematizing heroism and ableist tenets of heroic discourse through the experiences of parent-carers","authors":"Leighanne Higgins, Killian O’Leary","doi":"10.1177/14705931221123991","DOIUrl":"https://doi.org/10.1177/14705931221123991","url":null,"abstract":"Marketing scholarship has commonly demonstrated how consumers assemble heroic identities as a means to facilitate forms of empowerment and emancipatory consumption. Although some insight into more troubling aspects of heroic discourses has been shared, prioritisation of the positive potentialities of heroism remain privileged. We invoke social heroism as an interpretive lens to study the lived experiences of parent-carer’s to children with impairments, employing paradoxes of heroism as heuristics to explore how heroic discourses disempower parent-carers. We find that parent-carers do not identify with the heroism surrounding care. Instead, they view themselves as unessential due to the ableist tenets that underlie heroic discourses. We uncover three problematizing and subtle practices of ableism; purification, micro-aggressions and responsibilized-commoditization. Such insight, (i) advances marketing theory’s understanding of the socio-political structuring of heroism, (ii) advances discourse on consumer vulnerabilities and ableism and (iii) begins to meet the calls for research into care politics and justice.","PeriodicalId":48020,"journal":{"name":"Marketing Theory","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2022-09-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47989515","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-08-28DOI: 10.1177/14705931221124044
M. Zanette, Diego Rinallo, Laetitia Mimoun
Although previous research has investigated consumer mythopoesis (consumers’ identity work using marketplace myths), little is known about its enactment involving ambiguous myths. Here, we investigate the myth of the witch (predominantly depicted by dominant mythmakers as a villain but recently repositioned more positively) and describe how consumers reclaim the empowering and heroic aspects of the ambiguous witch myth. Based on a qualitative study using archival data and in-depth interviews with self-proclaimed witches, we argue that the witch’s ambiguity originates in different mythopoetic cycles. Then, we describe the following processes through which consumers reclaim positive cycles: incarnating the myth, coming out to selected others and practising myth-related craft. Finally, we show that reclaiming results in new forms of heroic agency that amplify the myth’s ambiguity and identity value. Our results reveal that consumers cope with market-wide paradoxical injunctions, stressful situations and marginalisation by transforming these pressures into acts of self-heroism.
{"title":"Reclaiming the witch: Processes and heroic outcomes of consumer mythopoesis","authors":"M. Zanette, Diego Rinallo, Laetitia Mimoun","doi":"10.1177/14705931221124044","DOIUrl":"https://doi.org/10.1177/14705931221124044","url":null,"abstract":"Although previous research has investigated consumer mythopoesis (consumers’ identity work using marketplace myths), little is known about its enactment involving ambiguous myths. Here, we investigate the myth of the witch (predominantly depicted by dominant mythmakers as a villain but recently repositioned more positively) and describe how consumers reclaim the empowering and heroic aspects of the ambiguous witch myth. Based on a qualitative study using archival data and in-depth interviews with self-proclaimed witches, we argue that the witch’s ambiguity originates in different mythopoetic cycles. Then, we describe the following processes through which consumers reclaim positive cycles: incarnating the myth, coming out to selected others and practising myth-related craft. Finally, we show that reclaiming results in new forms of heroic agency that amplify the myth’s ambiguity and identity value. Our results reveal that consumers cope with market-wide paradoxical injunctions, stressful situations and marginalisation by transforming these pressures into acts of self-heroism.","PeriodicalId":48020,"journal":{"name":"Marketing Theory","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2022-08-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42476605","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-08-26DOI: 10.1177/14705931221124026
M. Mars
Entrepreneurs play a critical role in the implementation of alternative market movement agendas. The courage and sacrifices of prosocial entrepreneurs who break from the mainstream in support of collective causes are often heroized. In the current study, I use a multiple case study design to explore the heroization of localized food entrepreneurs (LFEs) who are rigidly aligned with the local food movement. I am particularly attentive to how such heroization occurs through a combination of public narratives and the identity work of the entrepreneurs themselves. I argue that heroization reinforces and sustains the rigid alignment between the LFEs and the local food movement and in doing so insidiously compromises their livelihoods and the transformative capacities of their enterprises and the movement as a whole. I draw on the insights generated to introduce to marketing theory the concept of entrepreneurial martyrdom.
{"title":"From heroism to martyrdom: Entrepreneurial identity work in alternative market movements","authors":"M. Mars","doi":"10.1177/14705931221124026","DOIUrl":"https://doi.org/10.1177/14705931221124026","url":null,"abstract":"Entrepreneurs play a critical role in the implementation of alternative market movement agendas. The courage and sacrifices of prosocial entrepreneurs who break from the mainstream in support of collective causes are often heroized. In the current study, I use a multiple case study design to explore the heroization of localized food entrepreneurs (LFEs) who are rigidly aligned with the local food movement. I am particularly attentive to how such heroization occurs through a combination of public narratives and the identity work of the entrepreneurs themselves. I argue that heroization reinforces and sustains the rigid alignment between the LFEs and the local food movement and in doing so insidiously compromises their livelihoods and the transformative capacities of their enterprises and the movement as a whole. I draw on the insights generated to introduce to marketing theory the concept of entrepreneurial martyrdom.","PeriodicalId":48020,"journal":{"name":"Marketing Theory","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2022-08-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47150656","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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