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Marketing your country: Categorical imperative vs Captive Marketing?

Research output: Contribution to conference - Without ISBN/ISSN Abstractpeer-review

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Marketing your country : Categorical imperative vs Captive Marketing? / Tarim, Emre; Mouzas, Stefanos.

2017. Abstract from British Academy of Management 2017 conference, United Kingdom.

Research output: Contribution to conference - Without ISBN/ISSN Abstractpeer-review

Harvard

Tarim, E & Mouzas, S 2017, 'Marketing your country: Categorical imperative vs Captive Marketing?', British Academy of Management 2017 conference, United Kingdom, 4/09/17 - 7/09/17.

APA

Tarim, E., & Mouzas, S. (2017). Marketing your country: Categorical imperative vs Captive Marketing?. Abstract from British Academy of Management 2017 conference, United Kingdom.

Vancouver

Tarim E, Mouzas S. Marketing your country: Categorical imperative vs Captive Marketing?. 2017. Abstract from British Academy of Management 2017 conference, United Kingdom.

Author

Tarim, Emre ; Mouzas, Stefanos. / Marketing your country : Categorical imperative vs Captive Marketing?. Abstract from British Academy of Management 2017 conference, United Kingdom.

Bibtex

@conference{fccd0ad96d8d4281bc3595e3559ae647,
title = "Marketing your country: Categorical imperative vs Captive Marketing?",
abstract = "This developmental paper discusses the national intermediaries{\textquoteright} marketing and strategy work in international business networks. Intermediaries{\textquoteright} work has been conceptualized as product critiquing along categories such as product, service, company, and sector. The intermediaries are conceptualized as evaluators who, on behalf of their clients, asses the convergence of the evaluated entity with the category features and metrics, and engender a categorical imperative for the evaluated entity. The intermediaries as product critiques narrows down the intermediaries{\textquoteright} work to evaluation without much consideration given to intermediaries{\textquoteright} marketing and strategy work. Moreover, the theory does not explain what happens when the intermediaries become captive marketers- namely, being restricted to one market and its products and services, all of which might be evaluated unfavourably. The paper discusses the marketing and strategy work of such captive marketers in the case of financial analysts and salespeople in an emerging market who serve international investors that invest in multiple markets. ",
keywords = "Categories, Intermediaries, International Markets, Categorical imperative, Financial Analysts , Salespeople",
author = "Emre Tarim and Stefanos Mouzas",
year = "2017",
month = sep,
day = "5",
language = "English",
note = "British Academy of Management 2017 conference ; Conference date: 04-09-2017 Through 07-09-2017",

}

RIS

TY - CONF

T1 - Marketing your country

T2 - British Academy of Management 2017 conference

AU - Tarim, Emre

AU - Mouzas, Stefanos

PY - 2017/9/5

Y1 - 2017/9/5

N2 - This developmental paper discusses the national intermediaries’ marketing and strategy work in international business networks. Intermediaries’ work has been conceptualized as product critiquing along categories such as product, service, company, and sector. The intermediaries are conceptualized as evaluators who, on behalf of their clients, asses the convergence of the evaluated entity with the category features and metrics, and engender a categorical imperative for the evaluated entity. The intermediaries as product critiques narrows down the intermediaries’ work to evaluation without much consideration given to intermediaries’ marketing and strategy work. Moreover, the theory does not explain what happens when the intermediaries become captive marketers- namely, being restricted to one market and its products and services, all of which might be evaluated unfavourably. The paper discusses the marketing and strategy work of such captive marketers in the case of financial analysts and salespeople in an emerging market who serve international investors that invest in multiple markets.

AB - This developmental paper discusses the national intermediaries’ marketing and strategy work in international business networks. Intermediaries’ work has been conceptualized as product critiquing along categories such as product, service, company, and sector. The intermediaries are conceptualized as evaluators who, on behalf of their clients, asses the convergence of the evaluated entity with the category features and metrics, and engender a categorical imperative for the evaluated entity. The intermediaries as product critiques narrows down the intermediaries’ work to evaluation without much consideration given to intermediaries’ marketing and strategy work. Moreover, the theory does not explain what happens when the intermediaries become captive marketers- namely, being restricted to one market and its products and services, all of which might be evaluated unfavourably. The paper discusses the marketing and strategy work of such captive marketers in the case of financial analysts and salespeople in an emerging market who serve international investors that invest in multiple markets.

KW - Categories

KW - Intermediaries

KW - International Markets

KW - Categorical imperative

KW - Financial Analysts

KW - Salespeople

M3 - Abstract

Y2 - 4 September 2017 through 7 September 2017

ER -