IDEAS home Printed from https://ideas.repec.org/a/rnd/arjebs/v6y2014i4p279-290.html
   My bibliography  Save this article

Marketing Communications and Environmental Turbulence: A Complexity Theory View

Author

Listed:
  • Roger B Mason

Abstract

This paper investigates how the choice of different marketing communications activities is influenced by the nature of the company’s external environment, when viewing the environment through a complexity theory lens. A qualitative, case method, using depth interviews, investigated the marketing communications activities in four companies in order to identify the promotional activities adopted in more successful firms in turbulent and stable environments. The results showed that the more successful company, in a turbulent market, subtly uses some destabilizing promotional activities but also makes use of some stabilizing promotional activities. This paper is of benefit by emphasizing a new way to consider promotional activities in companies.

Suggested Citation

  • Roger B Mason, 2014. "Marketing Communications and Environmental Turbulence: A Complexity Theory View," Journal of Economics and Behavioral Studies, AMH International, vol. 6(4), pages 279-290.
    • Handle: RePEc:rnd:arjebs:v:6:y:2014:i:4:p:279-290
    DOI: 10.22610/jebs.v6i4.491
    as

    Download full text from publisher

    File URL: https://ojs.amhinternational.com/index.php/jebs/article/view/491/491
    Download Restriction: no
    File URL: https://ojs.amhinternational.com/index.php/jebs/article/view/491
    Download Restriction: no
    File URL: https://libkey.io/10.22610/jebs.v6i4.491?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Prendergast, Gerard & Berthon, Pierre, 2000. "Insights from ecology: an ecotone perspective of marketing," European Management Journal, Elsevier, vol. 18(2), pages 223-232, April.
    2. Glass, Neil, 1996. "Chaos, non-linear systems and day-to-day management," European Management Journal, Elsevier, vol. 14(1), pages 98-106, February.
    3. Ralph D. Stacey, 1995. "The science of complexity: An alternative perspective for strategic change processes," Strategic Management Journal, Wiley Blackwell, vol. 16(6), pages 477-495.
    4. Jager, Wander, 2007. "The four P's in social simulation, a perspective on how marketing could benefit from the use of social simulation," Journal of Business Research, Elsevier, vol. 60(8), pages 868-875, August.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Roger B Mason & Thomas Dobbelstein, 2016. "The Influence of the Level of Environmental Complexity and Turbulence on the Choice of Marketing Tactics," Journal of Economics and Behavioral Studies, AMH International, vol. 8(2), pages 40-55.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Davide Consoli & Pier Paolo Patrucco, 2011. "Complexity and the Coordination of Technological Knowledge: The Case of Innovation Platforms," Chapters, in: Handbook on the Economic Complexity of Technological Change, chapter 8 Edward Elgar Publishing.
    2. Jarratt, Denise & Ceric, Arnela, 2015. "The complexity of trust in business collaborations," Australasian marketing journal, Elsevier, vol. 23(1), pages 2-12.
    3. Ghazinoory, Sepehr & Phillips, Fred & Afshari-Mofrad, Masoud & Bigdelou, Nasrin, 2021. "Innovation lives in ecotones, not ecosystems," Journal of Business Research, Elsevier, vol. 135(C), pages 572-580.
    4. Monika Winn & Manfred Kirchgeorg & Andrew Griffiths & Martina K. Linnenluecke & Elmar Günther, 2011. "Impacts from climate change on organizations: a conceptual foundation," Business Strategy and the Environment, Wiley Blackwell, vol. 20(3), pages 157-173, March.
    5. Ewing, Michael T. & Jevons, Colin P. & Khalil, Elias L., 2009. "Brand death: A developmental model of senescence," Journal of Business Research, Elsevier, vol. 62(3), pages 332-338, March.
    6. Marta Cecilia Jaramillo-Mejía & Dov Chernichovsky, 2015. "Información para la calidad del sistema de salud en Colombia: una propuesta de revisión basada en el modelo israelí," Estudios Gerenciales, Universidad Icesi, January.
    7. Goldsmith, Peter D. & Salvador, Antonio & Knipe, Dar & Kendall, Elaine, 2002. "Structural Change Or Logical Incrementalism? Turbulence In The Global Meat System," 2002 Annual meeting, July 28-31, Long Beach, CA 19704, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
    8. Faggini, Marisa & Parziale, Anna, 2011. "Fitness landscape and tax planning: NK model for fiscal federalism," MPRA Paper 33770, University Library of Munich, Germany.
    9. Noor-ul- Ain & Hafiz Muhammad Waqas Akhtar & Jamil Ahmad, 2018. "Intended-Implemented HRM-GAP effect on Organizational Performance: Moderation of HR-Uncertainty and Employee Participation," Business & Economic Review, Institute of Management Sciences, Peshawar, Pakistan, vol. 10(3), pages 85-108, September.
    10. Mary Uhl‐Bien, 2021. "Complexity and COVID‐19: Leadership and Followership in a Complex World," Journal of Management Studies, Wiley Blackwell, vol. 58(5), pages 1400-1404, July.
    11. Tan, Justin, 2007. "Phase transitions and emergence of entrepreneurship: The transformation of Chinese SOEs over time," Journal of Business Venturing, Elsevier, vol. 22(1), pages 77-96, January.
    12. Deborah Dougherty & Danielle D. Dunne, 2011. "Organizing Ecologies of Complex Innovation," Organization Science, INFORMS, vol. 22(5), pages 1214-1223, October.
    13. Paul Brous & Marijn Janssen & Paulien Herder, 2019. "Next Generation Data Infrastructures: Towards an Extendable Model of the Asset Management Data Infrastructure as Complex Adaptive System," Complexity, Hindawi, vol. 2019, pages 1-17, February.
    14. Shuai Shao & Zhigao Hu & Jianhua Cao & Lili Yang & Dabo Guan, 2020. "Environmental Regulation and Enterprise Innovation: A Review," Business Strategy and the Environment, Wiley Blackwell, vol. 29(3), pages 1465-1478, March.
    15. repec:dau:papers:123456789/3188 is not listed on IDEAS
    16. Nicolai j. Foss & Lars Frederiksen & Francesco Rullani, 2016. "Problem‐formulation and problem‐solving in self‐organized communities: How modes of communication shape project behaviors in the free open‐source software community," Strategic Management Journal, Wiley Blackwell, vol. 37(13), pages 2589-2610, December.
    17. Hu, Shan & Yu, Yongze & Fei, Qingyu, 2023. "Social credit and patent quality: Evidence from China," Journal of Asian Economics, Elsevier, vol. 84(C).
    18. Haina Zhang, 2017. "Complexity absorption: a processual strategic approach to corporate entrepreneurship strategy," Frontiers of Business Research in China, Springer, vol. 11(1), pages 1-20, December.
    19. Ashkan Negahban & Jeffrey S. Smith, 2018. "A joint analysis of production and seeding strategies for new products: an agent-based simulation approach," Annals of Operations Research, Springer, vol. 268(1), pages 41-62, September.
    20. M Günther & C Stummer & L M Wakolbinger & M Wildpaner, 2011. "An agent-based simulation approach for the new product diffusion of a novel biomass fuel," Journal of the Operational Research Society, Palgrave Macmillan;The OR Society, vol. 62(1), pages 12-20, January.
    21. Accard, Philippe, 2015. "Complex hierarchy: The strategic advantages of a trade-off between hierarchical supervision and self-organizing," European Management Journal, Elsevier, vol. 33(2), pages 89-103.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:rnd:arjebs:v:6:y:2014:i:4:p:279-290. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Muhammad Tayyab (email available below). General contact details of provider: https://ojs.amhinternational.com/index.php/jebs .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.