Emerald | Journal of Historical Research in Marketing

The evolution of resource-advantage theory: Six events, six realizations, six contributions

Shelby D. Hunt — 2012-01-27 00:00:00.0

Abstract

Purpose – The purpose of this paper is to provide a personal retrospective on six of the key events/experiences that influenced the development of the structure, foundational premises, and models of the resource-advantage theory of competition. Design/methodology/approach – The paper uses a personal retrospective approach. Findings – The paper finds that six key events influenced the development of resource-advantage theory: B.J. “Bud” LaLonde emphasizes the works of Alderson; Rob Morgan suggests an article on the resource-based theory of the firm; Roy Howell suggests a presentation on R-A theory; Randy Sparks shows a “socialist calculation” article; Kim Boal suggests the Journal of Management Inquiry as a publication outlet; and Bob Phillips discusses his work on “firm effects vs industry effects”. The paper then relates each of the six events to the paths, routes, or procedures that are often proposed as (or reported to be) likely to lead to the development of theories. Originality/value – By providing the evolutionary history of resource-advantage theory, the paper provides implications for developing marketing theories.

Marketing strategy: From the origin of the concept to the development of a conceptual framework

Eric H. Shaw — 2012-01-27 00:00:00.0

Abstract

Purpose – The purpose of this paper is to organize the semantics jungle of marketing strategy approaches, terms and concepts into a logically coherent framework using the history of marketing thought to inform current marketing research and practice. Design/methodology/approach – The paper takes the form of an intensive literature review tracing the three streams of marketing strategy terms and concepts from their roots in the literatures of early marketing management, managerial economics and corporate management to the present. Findings – Along with marketing ideas, strategy concepts from managerial economics and from corporate management were absorbed directly into the corpus of strategic marketing thought. These three streams of research have converged into the current state of marketing strategy – an eclectic mixture of both complementary and conflicting strategic approaches, terms and concepts. By systematically following the evolutionary development of major contributions to strategic marketing thought and by redefining terms and refining concepts the various approaches to strategy can be integrated into a comprehensive conceptual framework for organizing and choosing among individual marketing strategies. Originality/value – The framework offers conceptual and practical value. It provides a researcher with a consistent set of terms and concepts to build upon. The framework also provides a strategic toolkit for the marketing manager, based upon organizational and environmental conditions, to choose from among the feasible alternatives the most effective marketing strategy to achieve management's goal(s).

The historical development of segmentation: the example of the German book trade 1800-1928

Ronald A. Fullerton — 2012-01-27 00:00:00.0

Abstract

Purpose – Using the German book trade as a case example, the aim of the paper is to show how the evolution of segmentation began with increasingly sophisticated marketing practice long before formal thought was developed to explain matters. Design/methodology/approach – The paper's approach is a careful and critical examination of exclusively primary sources. Findings – Marketing practice developed increasingly sophisticated segmentation over the 100 years before there was formal marketing thought about it. Marketing thought developed in part because the growth of universities stimulated the development of formal disciplines, and in part because businesspeople wanted to accelerate learning what they should do to grow their businesses. Originality/value – The paper is based on an in-depth examination of one of the first businesses to adopt aggressive marketing.

The life cycle concept in marketing research

Martina Bauer, Katharina J. Auer-Srnka — 2012-01-27 00:00:00.0

Abstract

Purpose – This research seeks to provide a historical review of the life cycle concept in marketing. The paper aims to show the development of traditional life cycle models and links to the life course perspective. Design/methodology/approach – The authors relate to life events and transitions in consumers' life trajectories, life status, role transitions, and role identities as determinants of consumer behavior. The paper reveals future research potential in the field. Essentially, the authors demonstrate the need for life cycle models grounded on empirical data and discuss related methodological issues. Findings – This paper provides a temporal systematization of theoretical and empirical life cycle research. The major outcome is an outline of conceptual and methodological research directions that enable researchers to follow the life course perspective and to derive empirically grounded life cycle models. Research limitations/implications – Providing chronological literature compilations and an evolutionary review of life cycle research, the authors identify future research directions. To encourage empirical development of the concept, the article also refers to the related methodological literature. Practical implications – Both marketing thought and practitioners benefit from the insights presented. Marketing managers may better address consumers' changing needs over their lifetime, strengthen customer loyalty and reduce brand switching, thereby enhancing customer lifetime value. Originality/value – This paper adds to the study of the consumer life cycle by providing a comprehensive anthology of life cycle research from 1910 to 2010. It shows major research streams and reveals future research potential in marketing.

Marketing education and acculturation in the early twentieth century: Evidence from Polish language texts on selling and salesmanship

Terrence H. Witkowski — 2012-01-27 00:00:00.0

Abstract

Purpose – This article seeks to bring two hitherto neglected Polish language texts on selling and salesmanship to the attention of marketing historians. In contrast to Bartels' seminal work, this research aims to show that early marketing writing was not just in the English language and that early marketing thought was disseminated via instruction outside institutions of higher education. The research also intends to explore how marketing education served to acculturate one group of immigrants to American business norms. Design/methodology/approach – The primary sources are Sprzedawca czyli: Sztuka Prowadzenia Handlu Podlug Systemów Amerykanskich (Salesman: The Art of Commerce According to American Norms) by Józef Mierzynski and Sprzedawnictwo Sklepowe (Store Salesmanship), third edition, by Boleslaw Z. Urbanski. Both were published in Chicago. Their tables of contents were translated and compared to selected English language texts on selling and salesmanship written about the same time. Additional information on the authors, publishers, and potential audience was also gathered to give context to these texts. Findings – These Polish language books contained much of the same information as the English language literature on sales from the period, but with more information on personal comportment and more illustrative material. These books provide evidence of sophisticated business thinking among some Polish immigrants. Commercial correspondence courses and self-instruction brought early marketing thought to this market and thus helped Poles enter the American economic mainstream. Originality/value – The article shows that these are the first books on selling and salesmanship – or on any other marketing topic – known to be written in the USA prior to 1920 in a language other than English. They are worthy of close scrutiny because they reveal a new dimension to the early creation and dissemination of marketing thought.

From label to trademark: The legal origins of the concept of brand identity in nineteenth century America

Ross D. Petty — 2012-01-27 00:00:00.0

Abstract

Purpose – This research aims to examine a number of legal sources for evidence that US marketers were interested in protecting their brand identities in the 1800s. Design/methodology/approach – The research examines historical legal records including registrations for commercial prints and labels, design patents and trademarks as well as other legal records. The work discusses the evolution of the concept of brand identity by examining various legal methods that were used to try to protect brand identity from imitation. Findings – The research suggests that marketer interest in the development and protection of brand identity preceded the US Civil War and confirms that this interest was led by marketers of patent medicines, tobacco and liquor. However, the study also demonstrates strong interest by marketers of many other types of products from disposable products to durable manufactured items. Research limitations/implications – Many original records were lost in the 1836 Patent Office fire or have been simply lost. Some of the databases examined are too large to be comprehensively examined. Originality/value – The examination of legal records from this period of uncertainty shows how the practice of brand identification led to the concept of brand identity: the legal data examined offer a wealth of information for marketing historians.

The evolution of conspicuous consumption

Georgios Patsiaouras, James A. Fitchett — 2012-01-27 00:00:00.0

Abstract

Purpose – Conspicuous consumption refers to the competitive and extravagant consumption practices and leisure activities that aim to indicate membership to a superior social class. Studies examining the symbolic role of luxury brands and status symbols, and the importance of interpersonal relations and upward social mobility via consumption choices, have been widely discussed in the marketing and consumer behaviour literature. There is, however, limited research on how the all-encompassing concept of “conspicuous consumption” has evolved since the introduction of the term by Thorstein Veblen in 1899 in The Theory of the Leisure Class. This paper seeks to review some of the issues. Design/methodology/approach – Using a chronological periodization the paper examines and discusses the impact of wider institutional and socio-economic forces on the evolution of conspicuous consumption phenomena. The paper adopts a historical framework related to economics and marketing. Findings – The paper shows how the concept of “conspicuous consumption” has been reinvented with different terminology during the twentieth century by marketing and consumer behaviour theorists. Originality/value – The paper discusses and examines the socio-economic factors behind the changing consumption patterns of “conspicuous consumers” throughout the twentieth century. It is valuable for marketing academics, students and marketing practitioners interested in the evolution of status symbols.

The evolution of consumer well-being

Ethan Pancer, Jay Handelman — 2012-01-27 00:00:00.0

Abstract

Purpose – The purpose of this paper is to explore the historical origins of consumer well-being as well as the factors that shaped its evolution. Design/methodology/approach – The paper presents a review of original publications that highlight classic views of consumer well-being, including schools of thought on functionalism, management, buyer-behavior, macromarketing, and consumer activism. Findings – There has been a tendency to understand consumer well-being as a function of economic-based choice, where a “more-is-better” ideology has motivated much of the extant literature on the topic. Originality/value – Integrating literature from the twentieth century demonstrates that perspectives on consumer well-being have been influenced by forces beyond the classic economic model. The paper speculates that incorporating more community-oriented and contextually-bound criteria into the understanding of consumer well-being may yield new research insights.

Early schools of marketing thought and marketplace evolution

Thomas L. Powers — 2012-01-27 00:00:00.0

Abstract

Purpose – The marketplace evolution associated with the development of the electronic marketplace provides the marketing discipline with a unique opportunity to examine the value of its early literature in the context of a changing market environment. The purpose of this paper is to use the early marketing literature to develop theoretical propositions related to the internet marketplace. Design/methodology/approach – Seminal marketing thought is reviewed and used to provide a conceptual understanding of various aspects of electronic commerce. Findings – Perspectives from the commodity, functional, regional, institutional, and functionalist schools of marketing are used to explain the evolution of the electronic marketplace as well as to provide propositions to guide future research. Originality/value – The application of historical marketing thought to a contemporary business situation serves to validate the robustness of the early literature and demonstrates its ongoing value and usefulness to the discipline.

Guest editorial

2012-01-27 00:00:00.0

Special issue on remembering female contributors to marketing theory, thought and practice

2012-01-27 00:00:00.0

Special issue on marketing, public policy, and history: looking backward and ahead

2012-01-27 00:00:00.0

Special issue on Italian marketing history

2012-01-27 00:00:00.0

Special issue on varieties, alternatives, and deviations in marketing history

2012-01-27 00:00:00.0

2011 Awards for Excellence

2012-01-27 00:00:00.0