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Paper info: The missing link? Bringing in consumers and cultural behavioural aspects to enhance our understanding of network change: Experiences from a study of the music industry

Title


The missing link? Bringing in consumers and cultural behavioural aspects to enhance our understanding of network change: Experiences from a study of the music industry

Authors


JimmieG Röndell

Place of Publication


The paper was published at the 25th IMP-conference in Marseille, France in 2009.

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Abstract


 Abstract:Recent decades has comparatively visibly demonstrated that "the key" to successful market orientation or marketing behaviour orientation requires knowledge and understanding of how to deal with both structural and behavioural change. With globalisation and the increasing common use of IT; dealing with change seems to have come include not only "the way things are done" but, more fundamentally, "who is actually doing it". So both the study and managing of change within an industry first requires answering the somewhat fundamental question of how to be able to identify the contextual boundaries of the industry and market(ing) context. This paper discusses the issue of contextual boundaries and research delimitations when trying to study and understand change within consumer product industries (in the paper illustrated by a study of the music industry). Focus is on how to delimit the studied area in terms of which actors, resources and activities actually do (or should) belong to the studied context. The paper will empirically explore and illustrate if and how a re-conceptualisation of culture (see e.g. Ellis & Purchase 2007) can assist the contextual delimitation and at the same time enhance our understanding when studying change in contemporary social, technological and economically embedded 'market-as-networks. Purpose and aim:(1) To highlight challenges met when trying to study change within a consumer product industry heavily affected by the increasing common use of IT.(2) To explore and suggest a theoretical/methodological direction which can assist vital delimitations when studying industrial and market(ing) change, enhancing our understanding of "the new roles" of producers and consumers.keywords,Markets-as-networks, change, complexity, consumers, network boundaries, methodology