On biography in marketing

Savitt, Ronald

doi:10.1108/17557501111183635

Cited by 7 publications

(4 citation statements)

References 48 publications

(45 reference statements)

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“…In 2011, Davies argued that “oral history is an under-utilized method in marketing history” (Davies, 2011, p. 470). Since this time, the Journal of Historical Research in Marketing reveals that marketing historians have become increasingly interested in engaging with oral history methodology and/or incorporating oral history data into their studies (Witkowski, 2009; Davies, 2011; Harrison, Veeck, and Gentry, 2011; Savitt, 2011; Jones, 2013; Barbara Walsh, 2014; Battilani and Bertagnoni, 2015; Fasce and Bini, 2015; Reid, 2016; Bailey, 2015j, 2016). Other oral histories concerning marketing include the Research Network’s efforts to document the history of market research in the UK (Market Research Society, c2015).…”

Section: Oral History and Marketingmentioning

confidence: 99%

Speaking of research: oral history and marketing history

Crawford

Bailey

2018

JHRM

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Purpose The purpose of this paper is to explore the value of oral history for marketing historians and provide case studies from projects in the Australian context to demonstrate its utility. These case studies are framed within a theme of market research and its historical development in two industries: advertising and retail property. Design/methodology/approach This study examines oral histories from two marketing history projects. The first, a study of the advertising industry, examines the globalisation of the advertising agency in Australia over the period spanning the 1950s to the 1980s, through 120 interviews. The second, a history of the retail property industry in Australia, included 25 interviews with executives from Australia’s largest retail property firms whose careers spanned from the mid-1960s through to the present day. Findings The research demonstrates that oral histories provide a valuable entry port through which histories of marketing, shifts in approaches to market research and changing attitudes within industries can be examined. Interviews provided insights into firm culture and practices; demonstrated the variability of individual approaches within firms and across industries; created a record of the ways that market research has been conducted over time; and revealed the ways that some experienced operators continued to rely on traditional practices despite technological advances in research methods. Originality/value Despite their ubiquity, both the advertising and retail property industries in Australia have received limited scholarly attention. Recent scholarship is redressing this gap, but more needs to be understood about the inner workings of firms in an historical context. Oral histories provide an avenue for developing such understandings. The paper also contributes to broader debates about the role of oral history in business and marketing history.

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Section: Oral History and Marketingmentioning

confidence: 99%

Speaking of research: oral history and marketing history

Crawford

Bailey

2018

JHRM

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“…The more you think about the past, the more memories surface. It is like “the completion of a jigsaw puzzle except there is no picture to illustrate the solution” (Savitt, 2011, p. 487). Fate has intervened not only once but many times, and my career has been pushed in a favourable direction.…”

Section: Closing Commentsmentioning

confidence: 99%

Christian Grönroos: I did it my way

Grönroos

2017

JHRM

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Purpose The purpose of this paper is to record the author’s personal reflections on his career as a marketing scholar. Design/methodology/approach Personal reflections in an autobiographical approach. Findings The author’s career as student, teacher and scholar is described in some detail. Originality/value The paper records events and memories that might otherwise be forgotten. No other such account has been published of Christian Grönroos’s career.

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“…Biographical study involves the process of compelling storytelling with a consideration of the people involved, beyond mere recitation of facts (Savitt, 2011). To this end, this paper relies on an application of Professor Jones' (1998) methodology of using biographical information to study the marketing ideas of an individual, based on the availability of personal, professional, intellectual and environmental data.…”

Section: Biography As An Approach For Understanding Jones' Careermentioning

confidence: 99%

Beyond “caste‐typing”?

Davis

2013

Journal of Historical Research in Marketing

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PurposeThe purpose of this paper is to present a biographical review of the career of the late Caroline Robinson Jones (1942‐2001) in order to understand her challenges and contributions to the advertising profession. Prior to her death, she was considered the foremost African‐American woman in the advertising business. She was the first black woman to serve as a vice president of a major mainstream advertising agency and also established a respected agency bearing her own name. This paper focuses on Jones' contributions to marketing practice and her experiences as a woman of color in the advertising industry.Design/methodology/approachThis paper uses a traditional historical narrative approach largely based on archival materials housed in the Caroline Jones Collection at the Archives Center of the National Museum of American History at the Smithsonian Institution. Relevant secondary literature was also employed to provide appropriate context.FindingsWhile the advertising industry has historically been noted for its lack of diversity among its professional ranks, Jones made significant contributions to the industry. Yet, despite her trailblazing accomplishments, findings suggest her efforts were constrained by structural oppression in the industry concerning gender and race.Originality/valueScholarly literature reflecting the contributions and experiences of women of color in the advertising business is nearly non‐existent. This paper provides an analysis using sources which are valuable in understanding career opportunities and challenges for women of color in advertising professions.

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On biography in marketing

Cited by 7 publications

References 48 publications

Speaking of research: oral history and marketing history

Speaking of research: oral history and marketing history

Christian Grönroos: I did it my way

Beyond “caste‐typing”?

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