oru.sePublikationer
Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
Renewing the mix of marketing channels: an evolutionary oriented approach
Örebro University, Department of Business, Economics, Statistics and Informatics. (Dahméncentrum)ORCID iD: 0000-0001-9964-7717
2008 (English)Conference paper, (Refereed)
Abstract [en]

This paper addresses how mixes of marketing channels are renewed by combining a resource-based view and an evolutionary oriented approach. Mainstream research on marketing channels is mostly normative. However, in this paper businesses’ mixes of marketing channels is seen as unique combinations of resources. It is here questioned whether there in order to re-combine these resources in new ways is just one proper end, as suggested in traditional literature. The emphasis on marketing channels as path-dependent entities that, based on knowledge and experience, use the available resources to take action can be traced back to key themes in Thorstein Veblen’s and Edith Penrose’s writings.

Place, publisher, year, edition, pages
2008.
Keyword [en]
Evolution, Resources, Path Dependency, Marketing Channels
National Category
Business Administration
Research subject
Business Studies
Identifiers
URN: urn:nbn:se:oru:diva-6117OAI: oai:DiVA.org:oru-6117DiVA: diva2:209633
Conference
UIC International Research Symposium on Marketing and Entrepreneurship, June 14-16, 2008
Available from: 2009-03-26 Created: 2009-03-26 Last updated: 2016-02-02Bibliographically approved

Open Access in DiVA

No full text

Search in DiVA

By author/editor
Ericsson [Kask], Johan
By organisation
Department of Business, Economics, Statistics and Informatics
Business Administration

Search outside of DiVA

GoogleGoogle Scholar

Total: 222 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf