广义交换框架:传统与非传统市场管理规范指南

A. Rose, K. Hewett, R. L. Rose
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引用次数: 0

摘要

虽然共享文献声称相对于传统市场具有独特性,但我们展示了如何通过根据社会距离定位突出参与者,并了解其规范中的相互关系程度来理解任何市场。我们介绍了广义交换框架,它为理解和管理任何市场提供了一个理论上严谨的模型。一项对精酿啤酒行业的民族志研究阐明了相互性和占有性个人主义的要素,强调了影响企业环境中行为者的规范结构。我们基于对行业参与者在不同程度上重视相互关系的程度的理解,提供管理启示。
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The generalized exchange framework: A guide for managing norms in traditional & non-traditional markets
ABSTRACT While the sharing literature makes claims of uniqueness relative to traditional markets, we show how any market can be understood by positioning salient actors in terms of social distance, and understanding the degree of mutuality in their norms. We introduce the Generalized Exchange Framework, which offers a theoretically rigorous model for understanding and managing any market. An ethnographic study of the craft beer industry illustrates elements of both mutuality and possessive individualism, highlighting normative structures influencing actors in firms‘ environments. We offer managerial implications based on an understanding of the degree to which industry actors value mutuality to differing degrees.
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来源期刊
CiteScore
6.80
自引率
6.70%
发文量
37
期刊介绍: The Journal of Marketing Theory & Practice is devoted to the publication of peer-reviewed articles addressing substantive, managerial issues in marketing. In the context of developing, enhancing, and disseminating marketing knowledge, JMTP publishes both conceptual and empirical work, so long as the work provides strong implications for the managerial practice of marketing. Unlike other marketing journals that may be more focused on specific methodological approaches, deal with theoretical issues without regard to application, or represent various subfields of marketing, JMTP is positioned as a general marketing journal affording a quality outlet for more managerially-oriented research across the scope of the field.
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