Sport and social media research: a review

The emergence of social media has profoundly impacted the delivery and consumption of sport. In the current review we analysed the existing body of knowledge of social media in the field of sport management from a service-dominant logic perspective, with an emphasis on relationship marketing. We reviewed 70 journal articles published in English-language sport management journals, which investigated new media technologies facilitating interactivity and co-creation that allow for the development and sharing of user-generated content among and between brands and individuals (i.e., social media). Three categories of social media research were identified: strategic, operational, and user-focussed. The findings of the review demonstrate that social media research in sport management aligns with service-dominant logic and illustrates the role of social media in cultivating relationships among and between brands and individuals. Interaction and engagement play a crucial role in cultivating these relationships. Discussion of each category, opportunities for future research as well as suggestions for theoretical approaches, research design and context are advanced.

Sport and social media research: a review

The emergence of social media has profoundly impacted the delivery and consumption of sport. In the current review we analysed the existing body of knowledge of social media in the field of sport management from a service-dominant logic perspective, with an emphasis on relationship marketing. We reviewed 70 journal articles published in English-language sport management journals, which investigated new media technologies facilitating interactivity and co-creation that allow for the development and sharing of user-generated content among and between brands and individuals (i.e., social media). Three categories of social media research were identified: strategic, operational, and user-focussed. The findings of the review demonstrate that social media research in sport management aligns with service-dominant logic and illustrates the role of social media in cultivating relationships among and between brands and individuals. Interaction and engagement play a crucial role in cultivating these relationships. Discussion of each category, opportunities for future research as well as suggestions for theoretical approaches, research design and context are advanced.

Understanding the dynamics between social entrepreneurship and inclusive growth in subsistence marketplaces

This article explores how social entrepreneurs utilize their unique circumstances and resources at a micro level to facilitate the creation of shared value at the meso level, leading to inclusive growth at a macro level in the context of subsistence marketplaces. Drawing from explanatory case studies of two social enterprises—Waste Concern (Bangladesh) and Seven Women (Nepal)—the findings suggest that social entrepreneurs act as bricoleurs to integrate their operant and operand resources in subsistence marketplaces to facilitate inclusive growth. The authors further connect with and extend three discourses of research—social entrepreneurship, social bricolage, and service-dominant logic—to develop a framework providing insights into the “bottom-up” approach, the underlying dynamics of shared value creation, and inclusive growth in subsistence marketplaces by social entrepreneurs. The findings also strengthen Dees's (2001) definition of social entrepreneurship, confirming its applicability and relevance in subsistence marketplaces and further extending the theory of social bricolage. The authors discuss the implications of these findings, including tactical interventions aimed at providing better understanding of how social entrepreneurs create value in resource-constrained marketplaces, from a bottom-up perspective.

Gestão de marketing nas associações e cooperativas de agronegócio : o caso da Associação dos Produtores de Soja e Milho do Estado de Mato Grosso

Esta dissertação analisar gestão de marketing no agronegócio, especificamente no contexto da Associação dos Produtores de Soja e Milho do Estado de Mato Grosso (Aprosoja/MT); trata-se de uma iniciativa que pode ser considerada um novo perfil de liderança no sistema cooperativista. O problema de pesquisa é identificar quais são os fundamentos da gestão de marketing da Aprosoja/MT. Para isso, foi realizado um estudo de caso único, com finalidade exploratória e enfoque qualitativo. Durante a coleta de dados, além da análise documental, foram realizadas vinte entrevistas pessoais, primeiramente utilizando o método da teoria fundamentada, para posterior elaboração de um roteiro semiestruturado. Os relatos das entrevistas e o estudo de caso foram interpretados tomando por base o referencial teórico proporcionado por autores como Kotler, Levy, Vargo, Lusch, Zylbersztajn, Bialoskorski e Tejon, dentre outros estudiosos das áreas da lógica dominante de serviços (LDS), do marketing de relacionamento e do marketing do agronegócio. Os resultados da pesquisa indicam que a Aprosoja/MT tem uma visão e entendimento bastante avançados sobre os conceitos mais modernos do campo do marketing, não se restringindo ao marketing tático. Dessa forma, pode-se concluir que a Aprosoja/MT opera no nível estratégico do marketing, com forte orientação para o marketing de relacionamento. É possível afirmar que a gestão de marketing da Aprosoja/MT está fundamentada no relacionamento com seus stakeholders, em função do modelo da LDS.

Venda door-to-door na L'Oréal Brasil: por que a maior empresa de cosméticos do mundo não entra no canal da maior empresa de cosméticos no Brasil?

Por que a maior empresa de cosmético do mundo não entra no canal de vendas da maior empresa de cosméticos do Brasil? O trabalho a seguir tem o objetivo de analisar a L’Oréal Brasil e entender os motivos de ela não atuar no canal de vendas door-to-door, principal canal de vendas da Natura, a maior empresa de cosméticos do Brasil. Com base no método do Estudo do Caso, foram feitas 23 entrevistas tendo como amostra o corpo executivo da L’Oréal Brasil, bem como seu CEO. O estudo abrangeu diversas áreas da organização: marketing, suprimentos, fabricação, recursos humanos, vendas e logística. Com base na teoria da Lógica Dominante, notou-se que apesar de o canal de vendas door-to-door ser atrativo, existem diversas razões estratégicas/crenças que impedem que a L’Oréal entre no canal, são elas: a desconfiança no futuro do canal, a operação logística e o paradigma histórico da L’Oréal.

Entre a individualização e a multiplicidade: possibilidades de rupturas com os modos de gestão e administração dos corpos infantis

Placing the management of childhood forms considered at risk, we discuss the operation of a welfare institution and its effects on the subjective process. Created to manage the virtues of the poor behavior of children, makes visible to the way technology features disciplinary policies: surveillance is evident of cameras, high walls, electric fences and in the eyes of educators, the penalty stands normalizing practices corrective aimed at standardization bodies, educational meetings are compared to the examination, as they produce dossiers of individual behavior, emphasizing characteristics that are considered dangerous anticipates the administration and production of docile individuals, useful, productive, applying identity models. Following the lines of knowledge and power relations that constitute this space, we used the genealogy in the analysis of discursive practices that cross society in its historical construction, the genealogy allows us to achieve these movements in the consolidation process of the government of life, and also, the deconstruction of hegemonic practices. In an attempt to escape the set, we propose the realization of artistic and cultural activities within a process of collective construction as a strategy of resistance and confrontation with the dominant logic, consolidating practices that favor the enhancement of life in its manifold possibilities.

Las complejidades sociales de la globalización en los debates sobre la minería metalífera en los municipios de Mendoza

A través de las complejidades sociales que la globalización desempeña en los debates sobre la minería metalífera en Mendoza, el presente trabajo intentará demostrar, por medio de un análisis cualitativo, que este fenómeno mundial posiciona diferentes actores sociales respecto de los del Estado nacional y popular. La evidencia empírica nos indica que la lógica dominante de la «sociedad red» tiene un comportamiento disímil en cada contexto institucional y cultural. En tales contextos, el rol de los municipios constituye un elemento clave para comprender los cambios sociales.

The Effectiveness of Firms' Strategic Orientations: Investigating Multiple Theoretical Perspectives

The strategic orientation of firms can take on many forms. Researchers most commonly distinguish between entrepreneurial, market, and learning orientations. In combination, strategic orientations represent a firm's value proposition in terms of the markets in which it operates, where it deploys its resources, and which behavioral patterns are established. This thesis provides insights into the effectiveness of strategic orientations by adopting multiple theoretical perspectives. The strategic orientations of entrepreneurial, market, learning, and innovation orientations are investigated in an isolated as well as interrelated manner. The first research article concentrates on entrepreneurial orientation as its conceptualization and operationalization is subject to several debates in the literature. This conceptual study shows how the challenges of the entrepreneurial orientation construct can be overcome in future research to arrive at a higher level of construct clarity. Thereby, the theoretical perspectives of entrepreneurial dominant logic and the theory of planned behavior are employed. The literature has predominantly focused on investigating the effectiveness of particular strategic orientations. Recently, scholars have stressed their synergetic impact on firm performance and, as such, the relevance of considering their combined role in creating superior value for firms. However, empirical research on their interrelatedness remains scant and dispersed, making it necessary to conduct further research on strategic orientations in an integrative manner. As such, the second research article demonstrates which interrelated roles are played by entrepreneurial, market, and learning orientations in their relationship to firm performance. The rich body of existing knowledge is synthesized by means of meta-analysis under the perspective of strategic coalignment as well as the resource-based view of the firm.

Frontline employees' collaboration in industrial service innovation:routes of co-creation's effects on new service performance

From a Service-Dominant Logic (S-DL) perspective, employees constitute operant resources that firms can draw to enhance the outcomes of innovation efforts. While research acknowledges that frontline employees (FLEs) constitute, through service encounters, a key interface for the transfer of valuable external knowledge into the firm, the range of potential benefits derived from FLE-driven innovation deserves more investigation. Using a sample of knowledge intensive business services firms (KIBS), this study examines how the collaboration with FLEs along the new service development (NSD) process, namely FLE co-creation, impacts on service innovation performance following two routes of different effects. Partial least squares structural equation modeling (PLS-SEM) results indicate that FLE co-creation benefits the NS success among FLEs and firm’s customers, the constituents of the resources route. FLE co-creation also has a positive effect on the NSD speed, which in turn enhances the NS quality. NSD speed and NS quality integrate the operational route, which proves to be the most effective path to impact the NS market performance. Accordingly, KIBS managers must value their FLEs as essential partners to achieve successful innovation from an internal and external perspective, and develop the appropriate mechanisms to guarantee their effective involvement along the NSD process.

O processo de cocriação de valor entre empresas e consumidores: uma análise comparativa de dois casos da indústria de bens de consumo

O envolvimento do consumidor nos processos de criação de valor tornou-se um tema de des- taque na última década na esfera acadêmica do Marketing (Grönroos, 2006). Apresentada por Vargo e Lusch (2004a), a Lógica do Serviço Dominante (Lógica S-D) enfatiza que os consumido- res estruturam sua avaliação crítica de valor quando bens e serviços estão em uso. Este conceito, denominado valor em uso, é um dos elementos fundamentais relacionados aos processos de cocriação de valor entre empresas e consumidores (Prahalad & Ramaswamy, 2004). O presente trabalho baseia-se em dois estudos de casos realizados junto a grandes empresas do segmento de bens de consumo (Whirlpool e Tramontina). O objetivo principal da pesquisa foi analisar o conjunto de fatores considerados fundamentais para a ocorrência da cocriação de valor, incluin- do: cultura empresarial, características do mercado, intensidade competitiva, características dos produtos e habilidades específicas das empresas. A escolha das duas organizações foi baseada na intenção de comparar duas empresas com características distintas no que tange ao processo de cocriação (ocorrência versus não-ocorrência do fenômeno). A interpretação dos dados primá- rios obtidos nas entrevistas de profundidade com gestores das empresas, e de dados secundários oriundos de uma análise documental, proporcionou um conjunto de achados importantes para a compreensão do tema. Observou-se que a influência dos fatores fundamentais para a cocriação foram confirmados nos casos analisados, com preponderância da cultura organizacional e das habilidades da empresa. Além disto, um novo fator emergiu como relevante na implantação da cocriação de valor, denominado relação com a marca e caracterizado como um consistente sen- timento de pertencimento e de identidade do consumidor para com a marca. Como desdobra- mento deste estudo, evidencia-se que a cocriação não pode ser associada apenas a implantação de um conjunto de ferramentas, mas que está diretamente atrelada à presença de um conjunto de elementos capazes de assegurar a viabilidade real de sua implantação. A análise dos casos igualmente demonstra a necessidade das empresas se organizarem internamente, planejando ações e desenvolvendo mecanismos internos que permitam obter melhores resultados. Por fim, são apresentadas as implicações acadêmicas do estudo, bem como suas limitações.

Co-production of service experiences: insights from the cultural sector

Purpose: The increased involvement of customers in their experience is a reality for all service organisations. The purpose of this paper is to explore the way organisations collaborate with customers to facilitate consumption of cultural experiences through the lens of co-production. Although organisations are typically an integral part of the co-production process, co-production is typically considered from a consumer angle. Aligned with the service ecosystem perspective and value-in-cultural context, this research aims to provide greater insight into the processes and resources that institutions apply to co-produce experiences with consumers and the drivers and inhibitors of such processes. Design/methodology/approach: Case study research with three exemplar organisations, using in-depth interviews with key informants was used to investigate the processes organisations follow in co-producing the service experience with customers, as well as the drivers and inhibitors of organisational co-production of the service experience in the cultural sector. Findings: The findings illuminate that cultural organisations are co-producing the service experience with their customers, as revealed through a number of key processes: inviting customers to actively participate in the experience, engaging customers and supporting customers in the co-production of the experience. Increasingly demanding consumers and a changing competitive landscape are strong external drivers of co-production. Visionary leadership and consumer-focussed employees are internal factors impelling organisations to co-produce experiences with consumers. A strong curatorial orientation, complex organisational structure, employee attitude and capability gaps and funding constraints are impediments towards organisations co-producing experiences with consumers. Originality/value: This paper addresses a gap in Service-Dominant logic theory, arts/cultural marketing and broader services marketing literature by proposing a broadened conceptualisation of co-production of the service experience. This conceptualisation can be used as a platform to derive strategic imperatives for managers of service organisations. The findings highlight the key practices and resources that are central to organisations co-producing experience with customers. In this way, greater understanding of institutional logics and practices that underpin experience co-production emerges.

The antecedents of post-initial adoption behavior in a S-D logic context

Repercussions of innovation adoption and diffusion studies have long been imperative to the success of novel introductions. However, perceptions and deductions of current innovation understandings have been changing over time. The paradigm shift from the goods-dominant (G-D) logic to the service-dominant (S-D) logic potentially makes the distinction between product (goods) innovation and service innovation redundant as the S-D logic lens views all innovations as service innovations (Vargo and Lusch, 2004; 2008; Lusch and Nambisan, 2015). From this perspective, product innovations are in essence service innovations, as goods serve as mere distribution mechanisms to deliver service. Nonetheless, the transition to such a broadened and transcending view of service innovation necessitates concurrently a change in the underlying models used to investigate innovation and its subsequent adoption. The present research addresses this gap by engendering a novel model for the most crucial period of service diffusion within the S-D logic context – the post-initial adoption phase, which demarcates an individual’s behavior after the initial adoption decision of a service. As a wellfounded understanding of service diffusion and the complementary innovation adoption still lingers in its infancy, the current study develops a model based on interdisciplinary domains mapping. Here fore, knowledge of the relatively established viral source domain is mapped to the comparatively undetermined target domain of service innovation adoption. To assess the model and test the importance of the explanatory variables, survey data from 750 respondents of a bank in Northern Germany is scrutinized by means of Structural Equation Modeling (SEM). The findings reveal that the continuance intention of a customer, actual usage of the service and the customer influencer value all constitute important postinitial adoption behavior that have meaningful implications for a successful service adoption. Second, the four constructs customer influencer value, organizational commitment, perceived usefulness and service customization are evidenced to have a differential impact on a iv customer’s post-initial adoption behavior. Third, this study indicates that post-initial adoption behavior further underlies the influence of a user’s age and besides that is also provoked by the internal and external environments of service adoption. Finally, this research amalgamates the broad view of service innovation by Nambisan and Lusch (2015) with the findings ensuing this enquiry’s model to arrive at a framework that it both, generalizable and practically applicable. Implications for academia and practitioners are captured along with avenues for future research.

A ‘service logic’ rationale for business model innovation

Successful firms use business model innovation to rethink the way they do business and transform industries. However, current research on business model innovation is lacking theoretical underpinnings and is in need of new insights. This objective of this paper is to advance our understanding of both the business model concept and business model innovation based on service logic as foundation for customer value and value creation. We present and discuss a rationale for business models based on ‘service logic’ with service as a value-supporting process and compared it with a business model based on ‘goods logic’ with goods as value-supporting resources. The implications for each of the business model dimensions: customer, value proposition, organizational architecture and revenue model, are described and discussed in detail.

Reversible Conversion of Dominant Polarity in Ambipolar Polymer/Graphene Oxide Hybrids

The possibility to selectively modulate the charge carrier transport in semiconducting materials is extremely challenging for the development of high performance and low-power consuming logic circuits. Systematical control over the polarity (electrons and holes) in transistor based on solution processed layer by layer polymer/graphene oxide hybrid system has been demonstrated. The conversion degree of the polarity is well controlled and reversible by trapping the opposite carriers. Basically, an electron device is switched to be a hole only device or vice versa. Finally, a hybrid layer ambipolar inverter is demonstrated in which almost no leakage of opposite carrier is found. This hybrid material has wide range of applications in planar p-n junctions and logic circuits for high-throughput manufacturing of printed electronic circuits.