Online from: 1988
|Title:||Consuming technology: why marketers sometimes get it wrong|
|Author(s):||Berthon P, Mac Hulbert J, Pitt L|
|Journal:||California Management Review, Autumn 2005, Volume: 48 Issue: 1 pp.110-128 (19 pages)|
|Keywords:||Consumer Behaviour, Marketing Philosophy, Technology|
|Article type:||Conceptual paper|
|Reference:||35AC855 (Permanent URL)|
Design/methodology/approach - Draws attention to Bonheim's observation that 'created creates creator'. States that technology enables and influences how people enact their self-identities, changes how they interact with one another and how they interact with the wider natural environment. Illustrates this contention using the examples of cup holders in cars and text messaging on mobile phones (the SMS or short message system). Draws on the work of Heidegger and Popper to describe reality as consisting of three inter-related 'worlds' dealing with the objective world of physical objects, states and systems; the subjective world of experience, thoughts, emotions and perceptions; and an intersubjective world based on the social milieu of culture, including knowledge, science, language and literature. Argues that a technology extends all three worlds and creates, changes and reinforces phenomena in all three worlds. Suggests that technology's co-existence in all three worlds is one of the reasons why it is difficult to manage systemically. Discusses the way technologies change and are extended over time, though both intentional and unintentional processes. Presents four strategic archetypes classifying companies according to their relationships with innovation (technologies) and customers and summarizes each archetype's likely orientation towards the trajectories of technology.
Originality/value - Highlights the importance of the marketing management of technological emergence and its implications at both firm and public policy levels.