Web-based social movements contesting marketing strategy: Mobilization of multiple actors and rhetorical strategies

Previous studies suggest that marketing strategy is developed and used to mobilise and configure the actions of firm actors, creating a set of stabilising activities focused on the firm–customer dyad. Destabilising forces precipitated by the Internet and associated digital technologies involving contention and disruption by multiple actors are much less prevalent in the marketing literature. The central point we advance is that rather than marketing strategy being a controlled and stabilising force for firms in their relationships with customers, it can often lead to socially produced spaces where consumers and, importantly, other multiple actors form a social movement to actively attempt to destabilise it and contest its legitimacy. Using an innovative research approach, the findings of this study show how social movements proactively enrol and mobilise a wide range of relevant actors into a network of influence. Critical to this are rhetorical strategies, acting as important levers in attempts to destabilise and delegitimise a dominant firm's marketing strategy.

Territorial politics and the multi-level party

Territorial politics and the statewide party, Regional Studies. The literature on political parties has been affected by a national bias. However, the multilevel nature of party organizations deserves one's attention because parties have responded as well as contributed to the rise in regional authority across most Western democracies. This paper considers statewide parties from a double perspective: as organizations subject to a range of pressures in a multilevel environment, and as actors influencing multilevel political systems. It concludes with a call for stronger links between traditional areas of party and policy research and multilevel party research and for more comparative data collection on multilevel parties and policy positions.