Performing market segmentation: a performative perspective

Venter, Peet; Wright, Alex; Dibb, Sally

doi:10.1080/0267257x.2014.980437

Cited by 42 publications

(27 citation statements)

References 53 publications

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“…Research on speech acts reveals an evolutionary development, from classifying phrases and sentences (e.g., assertives, expressives, directives; Austin 1962, Searle 1969, to integrating rhetoric (i.e., figures of speech; Frank 1990), inter-textual meta acts (e.g., across phrases; Heracleous and Marshak 2004), and image acts (Kress and van Leeuwen 2006). Conceptually, SAT underpins recent consumer research that examines language to understand what people intend to achieve by saying something (Ordenes et al 2017;Storbacka and Nenonen 2011) or to capture the effects of utterances on audiences (Venter, Wright and Dibb 2015).…”

Section: Conceptual Backgroundmentioning

confidence: 99%

Cutting through Content Clutter: How Speech and Image Acts Drive Consumer Sharing of Social Media Brand Messages

Ordenes

Grewal

Ludwig

et al. 2018

Journal of Consumer Research

208

109

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Consumer-to-consumer brand message sharing is pivotal for effective social media marketing. Even as companies join social media conversations and generate millions of brand messages, it remains unclear what, how, and when brand messages stand out and prompt sharing by consumers. With a conceptual extension of speech act theory, this study offers a granular assessment of brands' message intentions (i.e., assertive, expressive, or directive) and the effects on consumer sharing. A text mining study of more than two years of Facebook posts and Twitter tweets by well-known consumer brands empirically demonstrates the impacts of distinct message intentions on consumers' message sharing. Specifically, the use of rhetorical styles (alliteration and repetitions) and cross-message compositions enhance consumer message sharing. As a further extension, an image-based study demonstrates that the presence of visuals, or so-called image acts, increases the ability to account for message sharing. The findings explicate brand message sharing by consumers and thus offer guidance to content managers for developing more effective conversational strategies in social media marketing.

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Section: Conceptual Backgroundmentioning

confidence: 99%

Cutting through Content Clutter: How Speech and Image Acts Drive Consumer Sharing of Social Media Brand Messages

Ordenes

Grewal

Ludwig

et al. 2018

Journal of Consumer Research

208

109

View full text Add to dashboard Cite

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“…Although Austin specifically focuses on the practice of speech, organization scholars inspired by his ideas focus on any kind of practice that actualizes abstractions (Merkus, De Heer & Veenswijk, 2014a, 2014bCabantous et al, 2010;Callon, 2010;D'Adderio & Pollock, 2014;Ferraro, Pfeffer, & Sutton, 2005;Gond et al, 2015;Kornberger & Clegg, 2011;Sage, Dainty, & Brookes, 2013;Venter et al, 2014). A review of performativity studies shows that different kinds of ideational abstractions can be enacted, such as policy initiatives (Beunen, Van Assche, & Duineveld, 2013) or financial models (Svetlova, 2012).…”

Section: Performativity: Reshaping Organizational Realitymentioning

confidence: 99%

“…This is exactly the assumption behind the stream of research on stability and change of routines. Although some assume that the intentions of actors are not important for explaining routine dynamics (Pentland et al, 2012), others demonstrate that those actors performing routines have agency, something which plays an important role in changing or stabilizing routines (Dionysiou & Tsoukas, 2013;Howard-Grenville, 2005;Turner & Rindova, 2012;Venter et al, 2014).…”

Section: The Performative Potential Of Routine Practicesmentioning

confidence: 99%

“…This actualization depends on the everyday practices of actors: if their patterns of actions are inspired by a theory, these actions can shape and transform reality towards that idea. Like market segments (Venter, Wright, & Dibb, 2014), professional standards (Hodgson, 2005) and financial models (Svetlova, 2012), strategy can also be regarded as a performative device (eg. Cabantous, Gond, & Wright, 2018;Carter, Clegg, & Kornberger, 2010;Kornberger & Clegg, 2011;Van Den Ende & Van Marrewijk, 2018;Vásquez, Bencherki, Cooren, & Sergi, 2018).…”

Section: Introductionmentioning

confidence: 99%

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Strategy Implementation as Performative Practice: Reshaping Organization into Alignment with Strategy

Merkus

Willems

Veenswijk

2019

Organization Management Journal

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Much of the existing scholarly work on strategy implementation focuses on factors that either catalyze or obstruct the infusion of strategy into the organization. While this renders valuable knowledge about factors enabling or frustrating implementation, the actual process of strategy implementation is treated as a black box and as a step in the strategy model which is not further explained. To understand this process, this conceptual paper draws from performativity literature in which a strategy is conceptualized as a performative device. This means that a strategy triggers practices which reshape the organization so that the strategy is actualized in the organization. Specifically, we explain the idea of routinization as an instrument for enacting strategy into the organization by means of organizational routines. An illustrative empirical vignette is used to exemplify our conceptual point. Our study contributes to strategy implementation literature by introducing an alternative though complementary lens for studying strategy implementation and offers inspiration for strategy practitioners who aim to develop new implementation strategies.

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“…In this study the basic demographic data, such as customer characteristics, users' needs, final use, and so on, are necessary to determine the different existing segments. This goal of this study is to identify and classify the market segments or "sets of buyers" that indeed will be the industry's target groups and will define companies' marketing strategies (Venter et al 2015).…”

Section: Market Segmentsmentioning

confidence: 99%

The Drone Sector in Europe

Molina¹,

Oña²

2017

SpringerBriefs in Law

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The aim of this chapter is to review the industry sector in Europe, which involves big companies as well as SMEs. The leading European countries, the main competitors, and the main competitive advantages of the industry are analysed. We have identified five different segments in which companies compete based on distinctive features (toys, hobby/leisure, professional, commercial, and military). The homogenization of the industry, especially in the toy, hobby, and commercial subsectors, is mainly led by big companies, which at the same time also represent the largest market share. We have concluded that there are no entry barriers besides technology and commercial distribution, but the main difficulty that is hampering the industry's expansion is regulation. This affects in particular the hobby/leisure and commercial drone segments, some areas more than others; while agricultural and military drones are expanding and evolving rapidly, professional filming and photography and toys are still too dependent on safety or legal issues, such as privacy concerns. It is also remarkable that companies from China and the USA are reaching the top positions. This should be taken into consideration by European policy makers, as the decisions made in the next years will be the key to the development of the sector in Europe.

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Performing market segmentation: a performative perspective

Cited by 42 publications

References 53 publications

Cutting through Content Clutter: How Speech and Image Acts Drive Consumer Sharing of Social Media Brand Messages

Cutting through Content Clutter: How Speech and Image Acts Drive Consumer Sharing of Social Media Brand Messages

Strategy Implementation as Performative Practice: Reshaping Organization into Alignment with Strategy

The Drone Sector in Europe

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