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| Author: | Tapp, A. Warren, S. |
| Title: | Field-capital theory and its implications for marketing |
| Journal: | European Journal of Marketing
2010 : VOL. 44:1/2, p. 200-222 |
| Index terms: | marketing competitive strategy |
| Freeterms: | behaviour |
| Language: | eng |
| Abstract: | The purpose of this study is to explore the applicability and implications of Bourdieu's field-capital theory for marketing using original research with a typical European society. The aim is to examine how Bourdieu's theory may explain competitive behavior in fields of interest to marketers. The results suggest that examining human behaviour from the viewpoint of field and capital theory highlights the importance of the competition motive in explaining consumers' behaviour. The research also identifies new fields that seem to have assumed primary importance in people's lives especially in the middle-class. |
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