Market Identification to Generation: A Practice Theory Market Orientation

Matthew Hawkins (1)

1 ESADE Barcelona - Sant Cugat

This article puts forth a market perspective based on social practice theory that addresses how marketers and brand managers can view the market, design their marketing mix and market scripting activities, and encourage the integration of their offerings into individuals’ practices. The main features of this perspective are: only when the brand is resourced is the actual market constituted, a brand is resourced across numerous practices of each user, and firms have the ability to create new practices. The analysis conceptually develops four market orientations: resource identifier, resource activator, resource configurer, and resource generator. These orientations allow for firms to insert their offering into existing practices, reconfigure the way the practice is enacted, or create new practices for their branded resource. It is suggested that brands utilized across multiple practices will have higher repurchasing rates and levels of brand loyalty compared to brands that are not enrolled across multiple practices.

Keywords: branding; marketing; practice theory; market orientation; narrative

Domains: Business administration

Matthew Hawkins. Market Identification to Generation: A Practice Theory Market Orientation. Journal of Strategic Marketing, 2015, 23 (2), pp.112-121. ⟨10.1080/0965254X.2014.914070⟩. ⟨hal-01507884⟩