{"title":"广义交换框架:传统与非传统市场管理规范指南","authors":"A. Rose, K. Hewett, R. L. Rose","doi":"10.1080/10696679.2022.2048182","DOIUrl":null,"url":null,"abstract":"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.","PeriodicalId":16424,"journal":{"name":"Journal of Marketing Theory and Practice","volume":null,"pages":null},"PeriodicalIF":4.4000,"publicationDate":"2022-06-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"The generalized exchange framework: A guide for managing norms in traditional & non-traditional markets\",\"authors\":\"A. Rose, K. Hewett, R. L. Rose\",\"doi\":\"10.1080/10696679.2022.2048182\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"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.\",\"PeriodicalId\":16424,\"journal\":{\"name\":\"Journal of Marketing Theory and Practice\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":4.4000,\"publicationDate\":\"2022-06-14\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Journal of Marketing Theory and Practice\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.1080/10696679.2022.2048182\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q2\",\"JCRName\":\"BUSINESS\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Marketing Theory and Practice","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1080/10696679.2022.2048182","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"BUSINESS","Score":null,"Total":0}
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.
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.