体验营销文献综述及外文文献资料.docx

体验营销文献综述及外文文献资料.docx

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体验营销文献综述及外文文献资料

本份文档包含：

关于该选题的外文文献、文献综述

一、外文文献

文献信息

标题:

Interdependencebetweenexperiencemarketingandbusinessstrategy

作者:

Gupta,Seemas

期刊名称:

JournalofIndianBusinessResearch

2015年；第4卷；第3期；页码：

170-193

Interdependencebetweenexperiencemarketingandbusinessstrategy

Introduction

Scholarsemphasizetheimportanceofovercomingnarrowfunctionalapproachininvestigatingbusinessproblemsandadvocatecrosslevelresearch（[19]Deshpande,1999;[67]Varadarajan etal. ,2001）.Businessoperatesatmultiplelevels-businessstrategyandfunctional.Whilebusinessstrategyspecifieshowbusinesswillcompeteinthemarketplace（[67]Varadarajan etal. ,2001）,marketingreferstothemarketingactivitiesanddecisionsrelatedtogeneratingandsustainingcompetitiveadvantageforthebusiness（[17]Dayetal. ,1990）.Theinterdependenciesamongthevariouslevelsoffunctioninginanorganizationremainrelativelyunexplored（[67]Varadarajan etal. ,2001）.YetastheStarbucksexamplediscussednextsuggestsmarketingstrategypursuedbybusinessisinfluencedbyitsbusinessstrategy.Starbucksbusinesspropositionwasbasedontheneedmostpeoplehaveforaphysicalplacesetapartfromhomeandwork,athirdplacewhereapersoncaninteractwithothers.Thisinfluenceditsmarketingsuchthatitencouragedconsumerstospendmoretimeinthecaféinsteadoffocusingonturningthetables.

Therehasbeenaprogressionofeconomicvaluefromproductthroughservicetoexperience.Thestrategydimensionsrelevantforexperiencemarketingarelikelytobedifferentfromthoserelevantforproductorservicemarketing.Whileforproductmarketingtherootsofstrategyareintechnologyupgradation,manufacturingcapabilities,newproductdevelopmentandeconomiesofscale,theserviceorganizationsarecharacterizedbyvisionandpurpose,customersatisfactionandemployeeengagement.Thedimensionsofstrategyrelevantforexperiencemarketingremainunexploreddespitenumerousexamplesoforganizationsmovingupthevaluechainfromproductthroughservicetoexperience.Theextantliteratureonexperiencetakesafunctionalapproachengagingwithissueslikedefininganexperiencebrandandrecommendingstrategiesforcreatingauniquecustomerexperience.Theextantliteraturedealswiththepsychologicalprocessinvolvedinconsuminganexperience.However,itdoesnotengageadequatelywiththebusinessstrategyvariableslikecompetitiveadvantage,visionandcustomerorientation.Thereisnoliteraturethatidentifiesthestrategiccapabilitiescompaniesneedtobeimbuedwithtosuccessfullymarketexperiences.Forinstance,whichofthethreevariablesismoreimportantforexperiencemarketing-customerintimacy,productleadershiporoperationalefficiency?

Thispaperbridgesthisgapinliteraturebyexamininginterrelatednessbetweenbusinessstrategyandexperiencemarketing.Iengagewithhumanisticinquiryofanindepthcasestudy.Inhumanisticinquirytheresearcherunderstandingarisesfromdirectpersonalexperienceandimmersion（[29]Hirschman,1986）."Theaimofhumanisticinquiryshouldbethedevelopmentofanidiographicbodyofknowledgeconsistingoftentativestatementsaboutaparticularphenomenon"（[29]Hirschman,1986）.Theintendedcontributionofthisarticleisalsothefocusitbringsonresearchoncross-leveldependenciesbetweenbusinessstrategyandexperiencemarketingbyoutliningadetailedagendaforfutureresearch.Ifindthesixdimensionsofbusinessstrategy-uniquecompanycapabilities,barrierstoimitation,customerorientation,employeeempowerment,visionaryleadershipandinternalmarketingtobeinterrelatedwithexperiencemarketing.InthefollowingsectionsIdiscussrelatedliterature,researchmethodology,thecasenarrative,thestrategicpropositionsderivedfromthecase,theagendaforfutureresearch,implicationsandlimitations.

Reviewofliterature

Experiencemarketinghasattractedattentionfrombothpractitionersandacademicians.Iamtracingsomekeydefinitionsandconceptualizationofthetermasevincedintheliteraturetosetthestageforthepaper.[31]HolbrookandHirschman（1982）postulatedexperientialperspectiveasanalternativetothehegemonicinformationprocessingviewtounderstandingconsumerbehavior.Theyconceptualizedconsumptionexperienceasaphenomenondirectedtowardsthepursuitoffantasy,feelingsandfunrepresentingthecognitive,affectandbehavioraldimensions,respectively.[51]PineandGilmore（1998,p.98）suggestedthatexperienceoccurs"whenacompanyintentionallyusesservicesasthestage,andgoodsasprops,toengageindividualcustomersinawaythatcreatesamemorableevent".[57],[58]Schmitt（1999,2003）and[7]Brakus etal. （2009）conceptualizedexperienceasconsistingoffivedimensionsofsense（sensory）,feel（affective）,think（intellectual）,act（behavioral）andrelate（relational）.Sensoryexperiencesenablecustomerstosatisfytheirneedforestheticism;feelexperiencesrefertocustomers'perceptionsoffunandpleasure;thinkexperiencesrefertoconsumers'attemptsatbroadeningknowledge;actexperiencesreflectcustomers'personaltieswiththebrandandthecompany;andrelateexperiencesinvolveinterrelationshipsamongcustomers.Thecruxofexperientialmarketingparadigmliesinextendingtheconcernofmarketersbeyondtherealmofcustomersatisfactiontoattachingthecustomersexperientiallytoproductorservice（[7]Brakus etal. ,2009）.[30]Hoch（2002）describedexperienceasengaging,nonpartisan,pseudodiagnostic,endogenous,andambiguousandhenceseductive.Abatteryofresearchersconceptualizedexperienceasaservicedominantlogic,aparadigmshiftfromproductcentricviewofcreatingvalue（[68]VargoandLusch,2004;[54]PrahaladandRamaswamy,2004）.Forthepurposesofthispaperexperienceisdefinedas:

[...]phenomenologicalinthatitdealsdirectlywitheventsorphenomenaastheconsumerexperiencesthemratherthanfocusingonanatomicalstructures,theneurochemicalprocessesortheunconsciousmotivesthatendowexperienceswithsalience（[52]PoulssonandKale,2004,p.271）.

Phenomenologyassumesthatamentaleventcanbebestunderstoodifwelookatitdirectlyasitwasexperiencedratherthanthroughthespecializedopticsofaparticulardiscipline（[15]Csikszentmihalyi,1990,p.26）.

Experiencemarketingliteraturehasmanycrosscurrentsbutfewbroadthemesneverthelessemerge.Onestreamisrootedinconsumerbehaviorandperceivescognitive,sensoryandnovelstimulationasmotivesbehindexperience（[31]HolbrookandHirschman,1982;[28]Hirschman,1984）.Itfurtherbelievesthatemotionsplayafundamentalroleinconsumptionexperience（[56]Richins,1997）andclassifiesexperiencesintofourtypes-sensory,social,emotionalandintellectual.Thisstreamconsidersconsumerinteractionattheheartofexperienceandexaminesthewholeconsumptionexperiencefromprepurchasethroughtodisposal（[31]HolbrookandHirschman,1982）.Ithighlightsthatconsumptionexperiencesaresharedratherthanindividualinnature（[64]TynanandMcKechnie,2009）;provideutilitarianvalueapartfromhedonisticvalueandinvolvebothnostalgiaaswellasimagination（[32]HolbrookandSchindler,2003）.Itexploredexperientialthemesofselfrenewalandharmonywithnatureascentraltoevaluationofextraordinaryhedonicexperiences.Onesegmentofthisstreampertainstoapplicationofexperiencemarketinginspecificcontextsandindustrieslikeretailing（[69]Verhoef etal. ,2009）;arts（[37]JoyandSherryJr,2003）;tourism（[42]Leighton,2007）;leisure（[2]ArnouldandPrice,1993）;fashion（[62]ThompsonandHaytko,1997）;andhospitality（[24]GilmoreandPine,2002）.Itexploredtheculturalmeanings,motives,themes,andconceptualrealmsinspecificexperiencecontextsandbroadlyfoundthemtobevalid.Thisliteratureappropriatesculturalmeaningsindifferentcontextslikefashion,retailandartsandfindsthatcombinationofentertainment,therapeuticandspiritualgrowthareatthefrontierofretailexperience.

Secondstreamconsistsofstepbystepguidestocreatingandmarketingexperiences.Ithasitsoriginsinthechallengesthatpractitionersfaceindifferentiatinggoodsandservices（[8]CarboneandHaeckel,1994）andtherecognitionofimportanceofexperiencesindevelopingcustomeradvocacy（[1]Allen etal. ,2005）.Thisstreamdrivenbypractitionerandconsultinggurusisrichinexamplesandoffersguidelinesforcustomerexperiencemanagementlikeidentifythemestocreateconsistentimpressions;tangibiliseexperiencewithmemorabilia;engageallfivesenses;createamemorableevent（[51]PineandGilmore,1998;[58]Schmitt,2003）bepersonallyrelevant,offeranelementofsurprise,engenderlearning,engagethecustomer（[52]PoulssonandKale,2004）;andorchestrateallthecluesthatpeopledetectinthebuyingprocess（[5]Berry etal. ,2002）.Fourconceptualrealmsofexperiencemarketing-entertain,educate,escapeandestheticismwereproposedandemphasiswaslaidoncreatingmemorableencountersnotbyimprovingfunctionalitybutbylayeringanenjoyableexperienceatoptheexistingservice.

Thethirdstreamisrootedinbrandingandcommunicationliteratureandadvocatesnarrativeadvertisingforcommunicatingexperiencesasnarrativethoughtisapredominantcognitivemodeofcomprehensionusedbyconsumerstointerpretexperiences（[47]PadgettandAllen,1997;[14]CrosbyandLunde,2008）.Itpostulatesthatexperiencebrandssendmoreemotionalandcomplexmessagesasconsumersdonotprocessexperienceatrationalandconsciouslevel.[57]Schmitt（1999）conceptualizedexperienceasconsistingoffivedimensions-senses,feel,think,ac