Abstract
This article explores the logic underlying alternative marketing exchange systems in community and the conditions under which each operates. Through ethnographic work in a town impacted by a tornado, we observe how a local exchange system morphs and evolves to reveal the functions, mechanisms, and meanings of two different yet complementary exchange systems: a commercial marketing exchange system and an ad hoc marketing exchange system. While these systems operate for unique purposes, they often meet consumer needs through the exact same consumption offerings. This results in confusion or tension for people who may participate in an ad hoc system while operating under assumptions of a commercial system. Thus, by extending exchange theory to the community level, we expose the logic, nature, and operation of these competing systems, and offer the marketing field theoretical and practical bases from which to transcend prevailing stereotypes about marketing and its role in society.
| Original language | English |
|---|---|
| Pages (from-to) | 334-352 |
| Number of pages | 19 |
| Journal | Journal of Macromarketing |
| Volume | 35 |
| Issue number | 3 |
| DOIs | |
| State | Published - Sep 10 2015 |
| Externally published | Yes |
Fingerprint
All Science Journal Classification (ASJC) codes
- Marketing
Cite this
Improvisational Provisioning in Disaster : The Mechanisms and Meanings of Ad Hoc Marketing Exchange Systems in Community. / Menzel Baker, Stacey; Hill, Ronald Paul; Baker, Courtney Nations; Mittelstaedt, John D.
In: Journal of Macromarketing, Vol. 35, No. 3, 10.09.2015, p. 334-352.Research output: Contribution to journal › Article
}
TY - JOUR
T1 - Improvisational Provisioning in Disaster
T2 - The Mechanisms and Meanings of Ad Hoc Marketing Exchange Systems in Community
AU - Menzel Baker, Stacey
AU - Hill, Ronald Paul
AU - Baker, Courtney Nations
AU - Mittelstaedt, John D.
PY - 2015/9/10
Y1 - 2015/9/10
N2 - This article explores the logic underlying alternative marketing exchange systems in community and the conditions under which each operates. Through ethnographic work in a town impacted by a tornado, we observe how a local exchange system morphs and evolves to reveal the functions, mechanisms, and meanings of two different yet complementary exchange systems: a commercial marketing exchange system and an ad hoc marketing exchange system. While these systems operate for unique purposes, they often meet consumer needs through the exact same consumption offerings. This results in confusion or tension for people who may participate in an ad hoc system while operating under assumptions of a commercial system. Thus, by extending exchange theory to the community level, we expose the logic, nature, and operation of these competing systems, and offer the marketing field theoretical and practical bases from which to transcend prevailing stereotypes about marketing and its role in society.
AB - This article explores the logic underlying alternative marketing exchange systems in community and the conditions under which each operates. Through ethnographic work in a town impacted by a tornado, we observe how a local exchange system morphs and evolves to reveal the functions, mechanisms, and meanings of two different yet complementary exchange systems: a commercial marketing exchange system and an ad hoc marketing exchange system. While these systems operate for unique purposes, they often meet consumer needs through the exact same consumption offerings. This results in confusion or tension for people who may participate in an ad hoc system while operating under assumptions of a commercial system. Thus, by extending exchange theory to the community level, we expose the logic, nature, and operation of these competing systems, and offer the marketing field theoretical and practical bases from which to transcend prevailing stereotypes about marketing and its role in society.
UR - http://www.scopus.com/inward/record.url?scp=84938815507&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=84938815507&partnerID=8YFLogxK
U2 - 10.1177/0276146714550994
DO - 10.1177/0276146714550994
M3 - Article
AN - SCOPUS:84938815507
VL - 35
SP - 334
EP - 352
JO - Journal of Macromarketing
JF - Journal of Macromarketing
SN - 0276-1467
IS - 3
ER -