haku: @author Hakkio, S. / yhteensä: 1
viite: 1 / 1
« edellinen | seuraava »
| Tekijä: | Hakkio, S. Laaksonen, P. |
| Otsikko: | Relationships in marketing channels: Examining communication abilities through cognitive structures. |
| Lehti: | Psychology & Marketing
1998 : MAY, VOL. 15:3, p. 215-240 |
| Asiasana: | MARKETING CHANNELS COGNITIVE PROCESSES PRODUCTION DESIGN |
| Kieli: | eng |
| Tiivistelmä: | The purpose of this article is to examine how product meanings overlap among the subsystems of design, manufacturing and retailing in the marketing channel. This means analyzing how designers, manufacturers, and retailers perceive the same product, and to what extent product perception is shared among them. In order to understand how a product is percieved in each role and in what way product meanings are shared among these roles, the researchers begin with a theoretical description. This concerns how the sharing of product meanings can have an effect on communication in marketing channels, and what kinds of product meanings have been found to be essential in the roles of design, manufacturing, and retailing. The description is further elaborated by an empirical analysis carried out in the Finnish furniture industry, where in-depth interviews with six designers, five manufacturers, and five retailers were carried out. The interviews aimed at revealing the product knowledge structures of the respondents. These knowledge structures were analyzed and compared within and between the groups of designers, manufacturers, and retailers. This was done in order to find out what kinds of meanings may be highly role related on the one hand and what kinds of meanings may be shared between the roles on the other hand. |
« edellinen | seuraava »
SCIMA