Accéder directement au contenu Accéder directement à la navigation
Chapitre d'ouvrage

Product Tastes, Consumer Tastes. The plurality of qualification in product development and marketing activities

Abstract : This chapter focuses on the role of product development and marketing activities in shaping market relationships. The development of mass consumer products involves various qualification processes which are recurrent and concern different actors of the firm as well as outside partners. This coordination process implies temporary agreements between the actors about what is exchanged. In this ‘economy of judgements’, many definitions of product quality are produced throughout the product development and marketing processes. This suggests that there may be no need for a consensual agreement on a product's quality for exchange to take place. The chapter assumes an ethnographic perspective and details how these different activities produce a proliferation of qualifications of both products and consumers, which are essential to develop and market products.
Type de document :
Chapitre d'ouvrage
Liste complète des métadonnées

https://hal-sciencespo.archives-ouvertes.fr/hal-02427217
Contributeur : Spire Sciences Po Institutional Repository <>
Soumis le : vendredi 3 janvier 2020 - 13:01:22
Dernière modification le : vendredi 2 juillet 2021 - 13:59:53

Identifiants

Collections

Citation

Sophie Dubuisson-Quellier. Product Tastes, Consumer Tastes. The plurality of qualification in product development and marketing activities. Luis Araujo; John Finch; Hans Kjellberg. Reconnecting marketing to markets: practice-based approaches, Oxford University Press, pp.74 - 93, 2010, 9780199578061. ⟨hal-02427217⟩

Partager

Métriques

Consultations de la notice

51