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Marketing-as-practice. Introduction to the special issue

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  • Skålén, Per
  • Hackley, Chris

Abstract

Summary This paper introduces the marketing-as-practice (MAP) special issue of the Scandinavian Journal of Management. It outlines the editors' position, suggesting that there is a need for a stronger focus on MAP in marketing which engages with critical perspectives and opens up a mutually enriching dialogue between MAP and the more established strain of practice research in the strategy literature (SAP). Drawing on practice work in social theory, and building on SAP research, the paper explores practice-orientation in a context of critical perspectives on marketing and a nascent but growing incidence of practice themes in marketing and consumer research. It reviews some published studies in marketing that engage with practice themes, either indirectly or as an explicit practice-research positioning. Finally, the paper introduces the five papers chosen for this special issue. Our aim overall is not to prescribe what MAP should look like, but to try to open up fresh, multi-disciplinary trajectories for practice research in management.

Suggested Citation

  • Skålén, Per & Hackley, Chris, 2011. "Marketing-as-practice. Introduction to the special issue," Scandinavian Journal of Management, Elsevier, vol. 27(2), pages 189-195, June.
    • Handle: RePEc:eee:scaman:v:27:y:2011:i:2:p:189-195
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    Citations

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    Cited by:

    1. Harkonen, Janne & Haapasalo, Harri & Hanninen, Kai, 2015. "Productisation: A review and research agenda," International Journal of Production Economics, Elsevier, vol. 164(C), pages 65-82.
    2. Fuentes, Christian, 2015. "How green marketing works: Practices, materialities, and images," Scandinavian Journal of Management, Elsevier, vol. 31(2), pages 192-205.
    3. Aimé, Isabelle & Berger-Remy, Fabienne & Laporte, Marie-Eve, 2022. "The brand, the persona and the algorithm: How datafication is reconfiguring marketing work☆," Journal of Business Research, Elsevier, vol. 145(C), pages 814-827.
    4. Jukka Ojasalo & Katri Ojasalo, 2018. "Lean Service Innovation," Service Science, INFORMS, vol. 10(1), pages 25-39, March.
    5. Nordin, Fredrik & Ravald, Annika, 2016. "Managing relationship gaps: A practitioner perspective," Journal of Business Research, Elsevier, vol. 69(7), pages 2490-2497.
    6. Johnson, Abbie-Gayle & Buhalis, Dimitrios, 2022. "Solidarity during times of crisis through co-creation," Annals of Tourism Research, Elsevier, vol. 97(C).
    7. Jebarajakirthy, Charles & Lobo, Antonio C., 2014. "War affected youth as consumers of microcredit: An application and extension of the Theory of Planned Behaviour," Journal of Retailing and Consumer Services, Elsevier, vol. 21(3), pages 239-248.
    8. Morandin, Gabriele & Bagozzi, Richard P. & Bergami, Massimo, 2013. "Brand community membership and the construction of meaning," Scandinavian Journal of Management, Elsevier, vol. 29(2), pages 173-183.

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