The Marketing Firm

The Marketing Firm

Economic Psychology of Corporate Behaviour

Kevin J. Vella and Gordon Foxall

This book provides an expert analysis of the theory of the marketing firm by drawing upon operant psychology, economic theory and marketing to argue that all firms exist in order to market. The authors explore the nature of bilateral interdependence and suggest a framework to analyse the collaborative and competitive mutually reinforcing relationships within which the firm acts.

Appendix 2: The Case Study Protocol

Kevin J. Vella and Gordon Foxall

Subjects: business and management, marketing, research methods in business and management, economics and finance, economic psychology, industrial organisation, institutional economics, research methods, research methods in business and management

Extract

Research objective: Research question: 126 Case focus: Main unit of analysis: Embedded units (manufacturers): Embedded units (distributors): To generate an empirically based evaluation and resultant insights into the theory of the marketing firm through the construction of adequate operational measures and the application of such measures to qualitative data. How adequately does the theory of the marketing firm explain the marketing behaviour of premium brand manufacturers in their bilateral contingency relationships with rivals, distributors and retailers vis-à-vis the supply of wrapped impulse ice-cream in the United Kingdom? A study of the marketing behaviour of major premium ice-cream manufacturers in their bilateral contingency relationships with rivals, distributors and retailers in the supply of wrapped impulse ice-cream in the UK as described by the report published by the Competition Commission in 2000. Bilateral contingencies: Manufacturer↔Distributor Manufacturer↔Retailer Manufacturer↔Rivals BEW and Wall’s Direct BEW ex-dedicated distributors RP1: Specific antecedent events including regulator intervention have, historically, come to control firm behaviour, with some of these stimuli maintaining stimulus control. In direct response to the regulator’s intervention in 1998, firms immediately affected by the sanctions imposed upon them will attempt to close the behaviour setting. Research proposition 1: the antecedents proposition 31/08/2011 14:01 M2706 - VELLA PRINT.indd 127 Research questions: RQ1a RQ1b RQ1c What contingencies (SD: R→Sr/p relationships) were in operation in the behaviour setting prior to the start of the December 1998 investigation? Why do these contingencies acquire stimulus function, i.e. what are the utilitarian and informational positive and...

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