کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
895987 1472299 2011 12 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
Enacting customers—Marketing discourse and organizational practice
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری استراتژی و مدیریت استراتژیک
پیش نمایش صفحه اول مقاله
Enacting customers—Marketing discourse and organizational practice
چکیده انگلیسی

SummaryThis paper seeks to (A) contribute to a theoretical understanding of the organizational enactment of the customer and (B) illustrate how customers are enacted in two public industries: public housing and public transport. Empirically three instances of enactment are attended to within the two industries: customer rhetoric, operational procedures, and the physical customer environment.The study shows how the customer emerges as an open object of managerial knowledge, influenced by contingencies present in and around the organizations. The study explicates the customer's role in organizational practice by bringing forward the dual function of reduction (of complex contingencies) and projection (of established organizational conditions) exercised when the customer of discourse is translated and enacted. It also questions the hegemonic/universal assumptions about customer orientation found in critical and managerial text, respectively.

ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Scandinavian Journal of Management - Volume 27, Issue 2, June 2011, Pages 231–242
نویسندگان
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