Year 2015,
Volume: 6 Issue: 2, 17 - 29, 01.10.2015
Abstract
Market structures and practices of market actors has been evolving considerably at the beginning of 12st century. Salient involvement of consumers in business processes has given rise to the recognition of the role of consumers as prosumers/co-producers. Still, co-production of consumers together with other market actors is not solely related to business processes. Through consumption, they, as cocreaters, also construct identities, images, meanings, value and experiences. The first part of this paper investigates the discursive view of modern marketing paradigm on producer, consumer and consumption. Then, co-production theories, that expand this discursive view, and co-creation theories, that criticize foundations of this discourse and reconsider consumers’ role as actors in the marketplace, are explained
References
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- Arnould, E.J. ve Price L. L. (2000), “Authenticating Acts and Authoritative Performances:
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- Bocock, R. (1997), Tüketim, (çev. İ. Kutluk), Ankara: Dost Kitabevi Yayınları.
- Chiapello, E. ve Fairclough N. (2002), “Understanding the New Management Ideology: A
- Transdisciplinary Contribution form Critical Discourse Analysis and New Sociology of Capitalism”, Discourse and Society, 13 (2),185-208. Comor E. (2010), “Contextualizing and Critiquing the Fantastic Prosumer: Power, Alienation and Hegemony”, Critical Sociology, 37(3), 309–327.
- Cova B. ve Dalli D. (2009), “Working Consumers: The Next Step in Marketing Theory?”,
- Marketing Theory, 9 (3), 315-339. Dedeoğlu, Özhan A. ve Kazançoğlu İ. (2010), “'The Feelings of Consumer Guilt: A
- Phenomenological Exploration”, Journal of Business, Economics and Management, 11 (3) 462–482. Etgar M. (2008), “A Descriptive Model of the Consumer Co-production Process” Journal of the Academy of Marketing Science, 36, 97-108.
- Fairclough, N. (2001), “The Dialectics of Discourse”, Textus 14(2) 231-242.
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- Consumption. London: Routledge. Fırat, A.F., Dholakia, N. ve Venkatesh, A. (1995), “Marketing in a Postmodern World”,
- European Journal of Marketing, 29(1), 40–56. Fırat, A. F. ve Venkatesh, A. (1995) „Liberatory Postmodernism and the Reenchantment of
- Consumption‟, Journal of Consumer Research 22(3): 239–67. Fırat, A.F. ve Dholakia, N. (2006), “Theoretical and Philosophical Implications of Postmodern
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- Giddens A. ve Pierson C. (1998), Conversations with Anthony Giddens, UK:Stanford University Press.
- Göle, N. (2008), Melez Desenler: İslam ve Modernlik Üzerine, İstanbul Metis Yayınları.
- Grinnell C. K. (2009), “From Consumer to Prosumer to Produser: Who Keeps Shifting My
- Paradigm? (We Do )”, Public Culture, 21 (3), 577-598
- Haberer A. (2007), “Intertextuality in Theory and Practice”, Lıteratûra, 49(5), 54-67.
- Harvey D. (1997), Postmodernliğin Durumu: Kültürel Değişimin Kökenleri, (çev. S. Savran),
- İstanbul: Metis Yayınları. Kristeva J. (1980), Desire in Language: A Semiotic Approach to Literature and Art, Columbia
- University Press: New York. Morgan, G. (2003), “Marketing and Critique: Prospects and Problems”, Studying Management
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- Penaloza, L., ve Venkatesh, A. (2006), “Further Evolving the New Dominant Logic of
- Marketing: From Services to the Construction of Markets”, Marketing Theory, 6(3), 299–316. Pongsakornrungsilp, S. ve Schroeder, J. E. (2011), “Understanding Value Co-Creation in a Co
- Consuming Brand Community”, Marketing Theory, 11 (3), 303-24. Prahalad, C.K. ve Ramaswamy, V. (2004), The Future of Competition: Co-creating Unique
- Value with Customers, Harvard Business School Press, Boston, MA. Rapaille C. (2009), Kültür Kodu (çev. D. Dölek), İstabul: Fgp Yayıncılık.
- Ritzer G. ve Jurgenson N. (2010), “Production, Consumption, Prosumption: The Nature of
- Capitalism in the Age of the Digital „Prosumer‟”, Journal of Consumer Culture, 10(1), 13–36. Ritzer G., Dean P. ve Jurgenson N. (2012), “The Coming of Age of the Prosumer”, American
- Behavioral Scientist, 56(4), 379–398. Sandıkçı Ö. ve Güliz G. (2005), “Aesthetics, Ethics and Politics of the Turkish Headscarf”,
- Clothing as Material Culture (ed. S. Küchler ve D. Miller), Oxford: Berg, 61-82. Sandler, S. (2013), “Language and Philosophical Anthropology in the Work of Mihail Bakhtin and the Bakhtin Circle”, RIFL, 7 (2), 152-165.
- Sözen, E. (1999), Söylem: Belirsizlik, Mübadele, Bilgi/Güç ve Refleksivite, İstanbul: Paradigma Yayınları.
- Toffler A. (1980), The Third Wave. ABD: William Morrow.
- Vargo, S. L. ve Lusch, R. F (2004), “Evolving to a New Dominant Logic for Marketing”,
- Journal of Marketing, 68 (1), 1-17. Vargo, S. L. ve Lusch, R. F (2006), “Service-Dominant Logic: What Is It, What Is It Not and What It Might Be”, The Service-Dominant Logic of Marketing: Dialog, Debate, and Directions
- (ed. R. F. Lusch ve S. L. Vargo), ABD: M. E. Sharpe, 43-56. Vargo, S. L. ve Lusch, R. F (2008), “Service-Dominant Logic: Continuing the Evolution”,
- Journal of the Academy of Marketing Science, 36 (1), 1-10.
DEĞİŞEN PAZARYERİNDE TÜKETİCİ VE TÜKETİMİN ROLÜNE İLİŞKİN YENİ YAKLAŞIMLAR: ORTAK-ÜRETİM (CO-PRODUCTION) VE ORTAK-YARATMA (CO-CREATION)
Abstract
21.yüzyıl başlarında pazar aktörlerinin pratikleri ve pazar yapıları önemli ölçüde değişmektedir. Tüketicinin çeşitli iş süreçlerine gözle görünür katılımı, tüketicinin üreten-tüketici (prosumer/co-producer) haline geldiği tespitleri ile sonuçlanmıştır. Bununla birlikte, tüketicinin diğer pazar aktörleri ile ortak-üretiminin sadece iş süreçlerinde olmadığı da açıktır. Ortak-yaratıcı (co-creator) olarak tüketici, aynı zamanda tüketim aracılığı ile pazaryerinde kimlik, imaj, anlam, değer ve deneyim üretmektedir. Bu çalışmada öncelikle modern pazarlama anlayışının üretici, tüketici ve tüketime söylemsel bakış açısı kısaca ele alınmaktadır. Arkasından bu söylemi genişleten ortak-üretim yaklaşımları ve bu söylemin temellerini sorgulayarak tüketicinin pazaryerindeki aktörlük rolünü yeniden tanımlayan ortak-yaratma (co-creation) yaklaşımları incelenmektedir.
References
- Alfaro, M. J. M. (1996), “Intertextuality: Origins and Development of the Concept”, Atlantis, 18 (1/2) 268-285.
- Arnould, E.J. ve Price L. L. (2000), “Authenticating Acts and Authoritative Performances:
- Questing for Self and Community,” in The Why of Consumption: Contemporary Perspectives on Consumers Motives, Goals, and Desires, (ed. S. Ratneshwar, D. G. Mick, C. Huffman), Londra: Routledge, 140-163. Arnould, E.J. ve Thompson C. J. (2005), “Consumer Culture Theory (CCT): Twenty Years of
- Research”, Journal of Consumer Research, 31 (Mart), 868-882. Bakhtin, M. M. (1981), Dialogic Imagination: Four Essays (çev: C. Emerson ve M. Holquist),
- ABD: University of Texas Press. Barthes, R. (2007), “Yazarın Ölümü”, Heves Dergisi (çev: E. Rızvanoglu), 14, 55-60.
- Baudrillard, J. (1997), Tüketim Toplumu,(çev. H. Deliceçaylı ve F. Keskin), İstanbul, Ayrıntı Yayınları.
- Bocock, R. (1997), Tüketim, (çev. İ. Kutluk), Ankara: Dost Kitabevi Yayınları.
- Chiapello, E. ve Fairclough N. (2002), “Understanding the New Management Ideology: A
- Transdisciplinary Contribution form Critical Discourse Analysis and New Sociology of Capitalism”, Discourse and Society, 13 (2),185-208. Comor E. (2010), “Contextualizing and Critiquing the Fantastic Prosumer: Power, Alienation and Hegemony”, Critical Sociology, 37(3), 309–327.
- Cova B. ve Dalli D. (2009), “Working Consumers: The Next Step in Marketing Theory?”,
- Marketing Theory, 9 (3), 315-339. Dedeoğlu, Özhan A. ve Kazançoğlu İ. (2010), “'The Feelings of Consumer Guilt: A
- Phenomenological Exploration”, Journal of Business, Economics and Management, 11 (3) 462–482. Etgar M. (2008), “A Descriptive Model of the Consumer Co-production Process” Journal of the Academy of Marketing Science, 36, 97-108.
- Fairclough, N. (2001), “The Dialectics of Discourse”, Textus 14(2) 231-242.
- Fırat, A. F. (2005), “Consumer Research for (the Benefit of) Consumers”, Journal of Research for Consumers, 1, http://jrconsumers.com/Consumer_Articles/issue_1/CA1Firat.pdf.
- Fırat, A.F. ve Dholakia, N (1998), Consuming People: From Political Economy to Theaters of
- Consumption. London: Routledge. Fırat, A.F., Dholakia, N. ve Venkatesh, A. (1995), “Marketing in a Postmodern World”,
- European Journal of Marketing, 29(1), 40–56. Fırat, A. F. ve Venkatesh, A. (1995) „Liberatory Postmodernism and the Reenchantment of
- Consumption‟, Journal of Consumer Research 22(3): 239–67. Fırat, A.F. ve Dholakia, N. (2006), “Theoretical and Philosophical Implications of Postmodern
- Debates: Some Challenges to Modern Marketing”, Marketing Theory, 6(2), 123-162. Giddens A. (1984), The Constitution of Society: Outline of the Theory of Structuration, UK: Polity Press.
- Giddens A. ve Pierson C. (1998), Conversations with Anthony Giddens, UK:Stanford University Press.
- Göle, N. (2008), Melez Desenler: İslam ve Modernlik Üzerine, İstanbul Metis Yayınları.
- Grinnell C. K. (2009), “From Consumer to Prosumer to Produser: Who Keeps Shifting My
- Paradigm? (We Do )”, Public Culture, 21 (3), 577-598
- Haberer A. (2007), “Intertextuality in Theory and Practice”, Lıteratûra, 49(5), 54-67.
- Harvey D. (1997), Postmodernliğin Durumu: Kültürel Değişimin Kökenleri, (çev. S. Savran),
- İstanbul: Metis Yayınları. Kristeva J. (1980), Desire in Language: A Semiotic Approach to Literature and Art, Columbia
- University Press: New York. Morgan, G. (2003), “Marketing and Critique: Prospects and Problems”, Studying Management
- Crticially, (ed. M. Alvesson) Londra: GBR: Sage, 111-131. Orr, M. (2003), Intertextuality: Debates and Contexts, UK : Polity Press.
- Penaloza, L., ve Venkatesh, A. (2006), “Further Evolving the New Dominant Logic of
- Marketing: From Services to the Construction of Markets”, Marketing Theory, 6(3), 299–316. Pongsakornrungsilp, S. ve Schroeder, J. E. (2011), “Understanding Value Co-Creation in a Co
- Consuming Brand Community”, Marketing Theory, 11 (3), 303-24. Prahalad, C.K. ve Ramaswamy, V. (2004), The Future of Competition: Co-creating Unique
- Value with Customers, Harvard Business School Press, Boston, MA. Rapaille C. (2009), Kültür Kodu (çev. D. Dölek), İstabul: Fgp Yayıncılık.
- Ritzer G. ve Jurgenson N. (2010), “Production, Consumption, Prosumption: The Nature of
- Capitalism in the Age of the Digital „Prosumer‟”, Journal of Consumer Culture, 10(1), 13–36. Ritzer G., Dean P. ve Jurgenson N. (2012), “The Coming of Age of the Prosumer”, American
- Behavioral Scientist, 56(4), 379–398. Sandıkçı Ö. ve Güliz G. (2005), “Aesthetics, Ethics and Politics of the Turkish Headscarf”,
- Clothing as Material Culture (ed. S. Küchler ve D. Miller), Oxford: Berg, 61-82. Sandler, S. (2013), “Language and Philosophical Anthropology in the Work of Mihail Bakhtin and the Bakhtin Circle”, RIFL, 7 (2), 152-165.
- Sözen, E. (1999), Söylem: Belirsizlik, Mübadele, Bilgi/Güç ve Refleksivite, İstanbul: Paradigma Yayınları.
- Toffler A. (1980), The Third Wave. ABD: William Morrow.
- Vargo, S. L. ve Lusch, R. F (2004), “Evolving to a New Dominant Logic for Marketing”,
- Journal of Marketing, 68 (1), 1-17. Vargo, S. L. ve Lusch, R. F (2006), “Service-Dominant Logic: What Is It, What Is It Not and What It Might Be”, The Service-Dominant Logic of Marketing: Dialog, Debate, and Directions
- (ed. R. F. Lusch ve S. L. Vargo), ABD: M. E. Sharpe, 43-56. Vargo, S. L. ve Lusch, R. F (2008), “Service-Dominant Logic: Continuing the Evolution”,
- Journal of the Academy of Marketing Science, 36 (1), 1-10.
There are 42 citations in total.
Details
| Primary Language | Tr |
|---|---|
| Journal Section | Articles |
| Authors | |
| Publication Date | October 1, 2015 |
| Published in Issue | Year 2015 Volume: 6 Issue: 2 |