Marketing mobile futures: assembling constituencies and creating compelling stories for an emerging technology
Marketing mobile futures: assembling constituencies and creating compelling stories for an emerging technology
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营销移动未来：聚集支持者并为新兴技术创造引人入胜的故事
DOI：
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发表时间：
2008
期刊：
影响因子：
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通讯作者：
D. Neyland
中科院分区：
文献类型：
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作者：
E. Simakova;D. Neyland
本文涉及一项新兴技术的市场营销：射频识别（RFID）。它是基于与一家高科技公司的营销团队进行的长期人种学实地研究。我们认为，为这种新兴技术建立市场关系涉及三个紧密交织在一起的活动：识别相关的人和事，这些人和事可以形成一个可以推出产品的选区；叙事：对一个可讲的故事的叙述，它清晰地表达并呈现出人与事物之间可解释的关系；并发展一个令人信服的故事版本，为持续参与假定的选区提供基础。确定潜在的客户群体成员，让他们相信基于流动性的故事的令人信服的本质，管理对客户群体的访问，维护营销团队和公司组织其他部分之间的内部关系，这些都是市场建设活动的持续方面。这篇论文对市场营销理论做出了贡献，从科学和技术研究中带来了选民的想法，可讲的和引人注目的故事，以及对市场营销文献的见解。
This paper engages with the marketing of an emerging technology: Radio Frequency IDentification (RFID). It is based on a lengthy ethnographic field study with a marketing team in a hi-tech corporation. We argue that building market relations for this emerging technology involves three closely intertwined activities: the identification of relevant people and things which can form a constituency into which the product can be launched; the narration of a tellable story which articulates and renders accountable relations of people and things; and the development of a compelling version of this story to provide a basis for ongoing engagement of the putative constituency. Identifying potential members for the constituency, convincing them of the compelling nature of the mobility based story, managing access to the constituency and maintaining internal relations between the marketing team and the rest of the corporate organization are all ongoing aspects of this market building activity. The paper forms a contribution to marketing theory by bringing ideas of constituencies, tellable and compelling stories from science and technology studies research together with insights from the literature on marketing.