Positioning and Relating: Market Boundaries and the Slippery Identity of the Marketing Object

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Title: Positioning and Relating: Market Boundaries and the Slippery Identity of the Marketing Object
Authors: Finch, John
Geiger, Susi
Permanent link: http://hdl.handle.net/10197/4968
Date: Sep-2010
Online since: 2013-11-21T09:29:06Z
Abstract: We propose a novel perspective on positioning by identifying goods and services first as market objects and then as marketing objects. As part of their normal marketing activities marketers position market objects and thereby provide means for other market actors to evaluate differences and similarities across an array of goods and services. Hence, marketers help disentangle goods and services in a market space, so formatting them as market objects. At the same time, marketers tend to make references to cultural and material dimensions in the worlds of producing and consuming goods and services, thereby re-entangling these market objects in the worlds beyond the market and re-formatting them as marketing objects. Drawing on an actor-network theoretical lens, we develop our argument to show that positioning refers to many ‘others’; producers and consumers as well as those objects which the market and its calculating frame ignore. We extend our reference beyond market objects through the marketing object to those others, which necessarily are poorly-defined, and which suggest complex, contentious and rich alternatives to a market’s frames of calculation.
Type of material: Journal Article
Publisher: Emerald
Journal: Marketing Theory
Volume: 10
Issue: 3
Start page: 237
End page: 251
Copyright (published version): 2010 Emerald
Keywords: Marketing objectMarket actorMarket StudiesActor-Network TheoryPositioningCalculationBoundary Object
DOI: 10.1177/1470593110373188
Language: en
Status of Item: Peer reviewed
Appears in Collections:Business Research Collection

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