In this paper, we highlight some of the challenges and opportunities that social media presents t... more In this paper, we highlight some of the challenges and opportunities that social media presents to researchers, and offer relevant theoretical avenues to be explored. To do this, we present a model that unpacks social media by using a honeycomb of seven functional building blocks. We then examine each of the seven building blocks and, through appropriate social and socio-technical theories, raise questions that warrant further in-depth research to advance the conceptualization of social media in public affairs research. Finally, we combine the individual research questions for each building block back into the honeycomb model to illustrate how the theories in combination provide a powerful macro-lens for research on social media dynamics.
For ‘viral marketing’, it is critical to understand what motivates consumers to share their consu... more For ‘viral marketing’, it is critical to understand what motivates consumers to share their consumption experiences through ‘electronic word of mouth’ (eWoM) across various social media platforms. This conceptual paper discusses eWoM as a coping response dependent on positive, neutral, or negative experiences made by potential, actual, or former consumers of products, services, and brands. We combine existing lenses and propose an integrative model for unpacking eWoM to examine how different consumption experiences motivate consumers to share eWoM online. The paper further presents an eWoM Attentionscape as an appropriate tool for examining the amount of attention the resulting different types of eWoM receive from brand managers. We discuss how eWoM priorities can differ between public affairs professionals and consumers, and what the implications are for the management of eWoM in the context of public affairs and viral marketing.
Innovations in mobile technology shape how mobile workers share knowledge and collaborate on the ... more Innovations in mobile technology shape how mobile workers share knowledge and collaborate on the go. We introduce mobile communities of practice (MCOPs) as a lens for understanding how these workers self-organize, and present three MCOP case studies. Working from contextual ambidexterity, we develop a typology of bureaucratic, anarchic, idiosyncratic and adhocratic MCOPs. We discuss how variations in the degree of organizational alignment and individual discretion shape the extent to which these types explore and exploit mobile work practices and approach organizational ambidexterity. This article concludes with important strategic implications for managing mobile work and practical considerations for identifying, creating, and supporting MCOPs.
Organizations use a variety of labels to refer to their customers — the individuals who use their... more Organizations use a variety of labels to refer to their customers — the individuals who use their products and services. These labels (e.g., guests, students, clients, members, patients, users, etc.) suggest different meanings and connota- tions than being a simple customer. In this paper, we explore traditional labeling theory, and its roots in categorization and semiotic theories, to aid in the understanding of the customer- firm relationship. We then extend and formalize this to a customer labeling theory, in which we posit that a firm’s labels for its customers may shape consumer and organizational attitudes. Therefore, if customers become what marketers call them, then these labels shape the dialog between organizations and their customers. Thus, customer labels indirectly impact the success of firms’ customer relationship management ef- forts. We discuss customer labeling implications for firms and make suggestions for future academic research.
Outsourcing is a strategic activity that has long been central to operations management research ... more Outsourcing is a strategic activity that has long been central to operations management research and practice. Yet, there are still many outsourcing management challenges that remain. In this article, we explore two of the outsourcing challenges that motivated this special issue and are central to the 10 articles included. To do this, we develop a theoretical model that examines how variations in capability fit and information asymmetry combine to present firms with four different outsourcing contexts. We then explain how each of the articles included in this special issue relate to our theoretical model and explore several avenues for future research.
Generation-C is a generational movement consisting of creative consumers, those who increasingly ... more Generation-C is a generational movement consisting of creative consumers, those who increasingly modify proprietary offerings, and of members of society who in turn use the developments of these creative consumers. It is argued that their respective activities, creating and using modified products, are carried out by an increasing number of people, everyday, without any moral and legal considerations. The resulting controversies associated with existing intellectual property rights are discussed, and suggestions put forward that the future can only bring conflict if such legislation is not changed so that derivative innovations are allowed to flourish. The article concludes with important messages to organisations, intellectual property rights lawyers, owners of property rights, governments and politicians, suggesting they reconsider their respective stances for the good of society.
The public perception of shared goods has changed substantially in the past few years. While co-o... more The public perception of shared goods has changed substantially in the past few years. While co-owning properties has been widely accepted for a while (e.g., timeshares), the notion of sharing bikes, cars, or even rides on an on-demand basis is just now starting to gain widespread popularity. The emerging “sharing economy” is particularly interesting in the context of cities that struggle with population growth and increasing density. While sharing vehicles promises to reduce inner-city traffic, congestion, and pollution problems, the associated business models are not without problems themselves. Using agency theory, in this article we discuss existing shared mobility business models in an effort to unveil the optimal relationship between service providers (agents) and the local governments (principals) to achieve the common objective of sustainable mobility. Our findings show private or public models are fraught with conflicts, and point to a merit model as the most promising alignment of the strengths of agents and principals.
Until recently, most manufacturing processes have been ‘subtractive’ in that matter is removed (e... more Until recently, most manufacturing processes have been ‘subtractive’ in that matter is removed (e.g., scraped, dissolved, turned, machined) from a substance in order to produce the desired product. 3-D printing turns traditional manufacturing on its head in that it uses an ‘additive’ process. Similar to laser and inkjet printers, 3-D (three-dimensional) printers produce pieces by depositing, or adding, layers of material–—plastic, polymer filaments, metals, and even foodstuffs–—until the desired product is realized. This means that the creation and production of ‘one-offs’ is not only easy, it is also economically viable. 3-D printers are becoming ever more affordable, and it is not hard to envision them being as common in most homes in the near future as their two-dimensional counterparts are today. This article presents a 3-D printing primer for non-technical managers. It then considers the profound impact that 3-D printing will have on firms of all kinds as well as on individual consumers. In addition, it raises the substantial questions that 3-D printing will pose to policy makers from both intellectual property and ethical standpoints.
There is growing interest in how gamification–—defined as the application of game design principl... more There is growing interest in how gamification–—defined as the application of game design principles in non-gaming contexts–—can be used in business. However, academic research and management practice have paid little attention to the challenges of how best to design, implement, manage, and optimize gamification strategies. To advance understanding of gamification, this article defines what it is and explains how it prompts managers to think about business practice in new and innovative ways. Drawing upon the game design literature, we present a framework of three gamification principles–—mechanics, dynamics, and emotions (MDE)–—to explain how gamified experiences can be created. We then provide an extended illustration of gamification and conclude with ideas for future research and application opportu- nities.
Managers are frequently tasked with increasing the engagement levels of key stakeholders, such as... more Managers are frequently tasked with increasing the engagement levels of key stakeholders, such as customers and employees. Gamification–—defined as the applicationofgamedesignprinciplestochangebehaviorinnon-gamingcontexts–—isa tool that, if crafted and implemented properly, can increase engagement. In this article we discuss how gamification can aid customer and employee engagement, and delineate between four different types of customers and employees who act as ‘players’ in gamified experiences. We include illustrative examples of gamification and conclude by presenting five lessons for managers who wish to utilize gamification.
Ads are no longer unidirectional or one-dimensional but a blend of offline and online techniques ... more Ads are no longer unidirectional or one-dimensional but a blend of offline and online techniques designed to directly interact with the community. For many companies, advertising via online platforms such as YouTube and Vimeo has replaced commercials on television altogether. Recently, branded flash mobs have emerged as a popular form of viral advertising. While many branded flash mobs have experienced millions of YouTube views a metric such as view count does not fully indicate the effectiveness of the ad. This netnographic study evaluates viewers’ attitude toward the ad to better understand the effects of branded flash mobs. After examining 2,882 YouTube comments from three virally successful branded flash mob ads, a typology is developed, referred to as the archetype of consumer attitude matrix, to enable academics to formulate research questions regarding branded flash mobs. These archetypes of consumer attitudes to the online ad, in this case branded flash mobs, aid in the assessment of consumer response based on processing (cognitive versus emotive) and stance (supportive versus antagonistic). This typology also serves as a guide to marketing managers in the use of branded flash mobs in their viral campaigns. The article concludes with recommendations for future research.
Two related trends characterize the recent past: value propositions are migrating from the physic... more Two related trends characterize the recent past: value propositions are migrating from the physical to the informational, and value creation is shifting from firms to consumers. These two trends meet in the phenomenon of “consumer-generated intellectual property” (CGIP). This article addresses the question: “How should firms manage the intellectual property that their customers create?” It explores how CGIP presents important dilem- mas for managers and argues that consumers’ “intellectual property” should not be leveraged at the expense of their “emotional property.” It integrates these perspectives into a diagnostic framework and discusses eight strat- egies for firms to manage CGIP.
This article revisits and uses the so-called U-Commerce framework to challenge financial services... more This article revisits and uses the so-called U-Commerce framework to challenge financial services marketing decision makers to consider reformulating market- ing objectives in an age of ubiquitous technological networks. It outlines the 4 U’s of U-Commerce – ubiquity, universality, unison and uniqueness, and revisits the original fra- mework used to conceptualize U-Commerce. Then it identifies and describes four broad marketing objectives that financial services marketers can strive for, including amplifica- tion, attenuation, contextualization and transcension. Four broad marketing strategies can be used to achieve these objectives, namely nexus marketing, sync marketing, immersion marketing and transcension marketing. Examples specific to financial services marketing are used to illustrate and discuss these strategies.
Traditionally, the term ‘crowd’ was used almost exclusively in the context of people who self-org... more Traditionally, the term ‘crowd’ was used almost exclusively in the context of people who self-organized around a common purpose, emotion, or experience. Today, however, firms often refer to crowds in discussions of how collections of individuals can be engaged for organizational purposes. Crowdsourcing–—defined here as the use of information technologies to outsource business responsibilities to crowds–—can now significantly influence a firm’s ability to leverage previously unat- tainable resources to build competitive advantage. Nonetheless, many managers are hesitant to consider crowdsourcing because they do not understand how its various types can add value to the firm. In response, we explain what crowdsourcing is, the advantages it offers, and how firms can pursue crowdsourcing. We begin by formu- lating a crowdsourcing typology and show how its four categories–—crowd voting, micro-task, idea, and solution crowdsourcing–—can help firms develop ‘crowd capital,’ an organizational-level resource harnessed from the crowd. We then present a three-step process model for generating crowd capital. Step one includes important considerations that shape how a crowd is to be constructed. Step two outlines the capabilities firms need to develop to acquire and assimilate resources (e.g., knowl- edge, labor, funds) from the crowd. Step three outlines key decision areas that executives need to address to effectively engage crowds.
Although the protection of secrets is often vital to the survival of orga- nizations, at other ti... more Although the protection of secrets is often vital to the survival of orga- nizations, at other times organizations can benefit by deliberately leaking secrets to outsiders. We explore how and why this is the case. We identify two dimensions of leaks: (1) whether the information in the leak is factual or concocted and (2) whether leaks are conducted overtly or covertly. Using these two dimensions, we identify four types of leaks: informing, dissembling, misdirecting, and provoking. We also provide a framework to help managers decide whether or not they should leak secrets.
Page 2 (RFID) technology, on the other hand, is a good example of a pervasive technology where mi... more Page 2 (RFID) technology, on the other hand, is a good example of a pervasive technology where miniscule tags embedded in the environment support automatic sensoring. The aim of this paper is to explore the organisational consequences of combining mobile-and pervasive computing into a ubiquitous ecosystem. Specifically, we consider mobile RFID, or the convergence of a mobile phone with an RFID transceiver (reader), in combination with passive transponders (tags) embedded in the work environment, and a system that introduces real-time interactivity between the physical work environment and the data collected from it.
In this paper, we highlight some of the challenges and opportunities that social media presents t... more In this paper, we highlight some of the challenges and opportunities that social media presents to researchers, and offer relevant theoretical avenues to be explored. To do this, we present a model that unpacks social media by using a honeycomb of seven functional building blocks. We then examine each of the seven building blocks and, through appropriate social and socio-technical theories, raise questions that warrant further in-depth research to advance the conceptualization of social media in public affairs research. Finally, we combine the individual research questions for each building block back into the honeycomb model to illustrate how the theories in combination provide a powerful macro-lens for research on social media dynamics.
Studies about mobility and mobile interaction help researchers and practitioners in the social sc... more Studies about mobility and mobile interaction help researchers and practitioners in the social sciences to make sense of emergent working and living practices in an increasingly mobilised world. This paper aims to present a reflective analysis of the recommended methodological approaches for mobile studies based on three case studies. Following mobile workers across the different dimensions of time and space is a major challenge researchers have to face. The paper discusses these challenges, and highlights areas of interest for researchers interested in the study of mobility and mobile interaction.
In this paper, we highlight some of the challenges and opportunities that social media presents t... more In this paper, we highlight some of the challenges and opportunities that social media presents to researchers, and offer relevant theoretical avenues to be explored. To do this, we present a model that unpacks social media by using a honeycomb of seven functional building blocks. We then examine each of the seven building blocks and, through appropriate social and socio-technical theories, raise questions that warrant further in-depth research to advance the conceptualization of social media in public affairs research. Finally, we combine the individual research questions for each building block back into the honeycomb model to illustrate how the theories in combination provide a powerful macro-lens for research on social media dynamics.
For ‘viral marketing’, it is critical to understand what motivates consumers to share their consu... more For ‘viral marketing’, it is critical to understand what motivates consumers to share their consumption experiences through ‘electronic word of mouth’ (eWoM) across various social media platforms. This conceptual paper discusses eWoM as a coping response dependent on positive, neutral, or negative experiences made by potential, actual, or former consumers of products, services, and brands. We combine existing lenses and propose an integrative model for unpacking eWoM to examine how different consumption experiences motivate consumers to share eWoM online. The paper further presents an eWoM Attentionscape as an appropriate tool for examining the amount of attention the resulting different types of eWoM receive from brand managers. We discuss how eWoM priorities can differ between public affairs professionals and consumers, and what the implications are for the management of eWoM in the context of public affairs and viral marketing.
Innovations in mobile technology shape how mobile workers share knowledge and collaborate on the ... more Innovations in mobile technology shape how mobile workers share knowledge and collaborate on the go. We introduce mobile communities of practice (MCOPs) as a lens for understanding how these workers self-organize, and present three MCOP case studies. Working from contextual ambidexterity, we develop a typology of bureaucratic, anarchic, idiosyncratic and adhocratic MCOPs. We discuss how variations in the degree of organizational alignment and individual discretion shape the extent to which these types explore and exploit mobile work practices and approach organizational ambidexterity. This article concludes with important strategic implications for managing mobile work and practical considerations for identifying, creating, and supporting MCOPs.
Organizations use a variety of labels to refer to their customers — the individuals who use their... more Organizations use a variety of labels to refer to their customers — the individuals who use their products and services. These labels (e.g., guests, students, clients, members, patients, users, etc.) suggest different meanings and connota- tions than being a simple customer. In this paper, we explore traditional labeling theory, and its roots in categorization and semiotic theories, to aid in the understanding of the customer- firm relationship. We then extend and formalize this to a customer labeling theory, in which we posit that a firm’s labels for its customers may shape consumer and organizational attitudes. Therefore, if customers become what marketers call them, then these labels shape the dialog between organizations and their customers. Thus, customer labels indirectly impact the success of firms’ customer relationship management ef- forts. We discuss customer labeling implications for firms and make suggestions for future academic research.
Outsourcing is a strategic activity that has long been central to operations management research ... more Outsourcing is a strategic activity that has long been central to operations management research and practice. Yet, there are still many outsourcing management challenges that remain. In this article, we explore two of the outsourcing challenges that motivated this special issue and are central to the 10 articles included. To do this, we develop a theoretical model that examines how variations in capability fit and information asymmetry combine to present firms with four different outsourcing contexts. We then explain how each of the articles included in this special issue relate to our theoretical model and explore several avenues for future research.
Generation-C is a generational movement consisting of creative consumers, those who increasingly ... more Generation-C is a generational movement consisting of creative consumers, those who increasingly modify proprietary offerings, and of members of society who in turn use the developments of these creative consumers. It is argued that their respective activities, creating and using modified products, are carried out by an increasing number of people, everyday, without any moral and legal considerations. The resulting controversies associated with existing intellectual property rights are discussed, and suggestions put forward that the future can only bring conflict if such legislation is not changed so that derivative innovations are allowed to flourish. The article concludes with important messages to organisations, intellectual property rights lawyers, owners of property rights, governments and politicians, suggesting they reconsider their respective stances for the good of society.
The public perception of shared goods has changed substantially in the past few years. While co-o... more The public perception of shared goods has changed substantially in the past few years. While co-owning properties has been widely accepted for a while (e.g., timeshares), the notion of sharing bikes, cars, or even rides on an on-demand basis is just now starting to gain widespread popularity. The emerging “sharing economy” is particularly interesting in the context of cities that struggle with population growth and increasing density. While sharing vehicles promises to reduce inner-city traffic, congestion, and pollution problems, the associated business models are not without problems themselves. Using agency theory, in this article we discuss existing shared mobility business models in an effort to unveil the optimal relationship between service providers (agents) and the local governments (principals) to achieve the common objective of sustainable mobility. Our findings show private or public models are fraught with conflicts, and point to a merit model as the most promising alignment of the strengths of agents and principals.
Until recently, most manufacturing processes have been ‘subtractive’ in that matter is removed (e... more Until recently, most manufacturing processes have been ‘subtractive’ in that matter is removed (e.g., scraped, dissolved, turned, machined) from a substance in order to produce the desired product. 3-D printing turns traditional manufacturing on its head in that it uses an ‘additive’ process. Similar to laser and inkjet printers, 3-D (three-dimensional) printers produce pieces by depositing, or adding, layers of material–—plastic, polymer filaments, metals, and even foodstuffs–—until the desired product is realized. This means that the creation and production of ‘one-offs’ is not only easy, it is also economically viable. 3-D printers are becoming ever more affordable, and it is not hard to envision them being as common in most homes in the near future as their two-dimensional counterparts are today. This article presents a 3-D printing primer for non-technical managers. It then considers the profound impact that 3-D printing will have on firms of all kinds as well as on individual consumers. In addition, it raises the substantial questions that 3-D printing will pose to policy makers from both intellectual property and ethical standpoints.
There is growing interest in how gamification–—defined as the application of game design principl... more There is growing interest in how gamification–—defined as the application of game design principles in non-gaming contexts–—can be used in business. However, academic research and management practice have paid little attention to the challenges of how best to design, implement, manage, and optimize gamification strategies. To advance understanding of gamification, this article defines what it is and explains how it prompts managers to think about business practice in new and innovative ways. Drawing upon the game design literature, we present a framework of three gamification principles–—mechanics, dynamics, and emotions (MDE)–—to explain how gamified experiences can be created. We then provide an extended illustration of gamification and conclude with ideas for future research and application opportu- nities.
Managers are frequently tasked with increasing the engagement levels of key stakeholders, such as... more Managers are frequently tasked with increasing the engagement levels of key stakeholders, such as customers and employees. Gamification–—defined as the applicationofgamedesignprinciplestochangebehaviorinnon-gamingcontexts–—isa tool that, if crafted and implemented properly, can increase engagement. In this article we discuss how gamification can aid customer and employee engagement, and delineate between four different types of customers and employees who act as ‘players’ in gamified experiences. We include illustrative examples of gamification and conclude by presenting five lessons for managers who wish to utilize gamification.
Ads are no longer unidirectional or one-dimensional but a blend of offline and online techniques ... more Ads are no longer unidirectional or one-dimensional but a blend of offline and online techniques designed to directly interact with the community. For many companies, advertising via online platforms such as YouTube and Vimeo has replaced commercials on television altogether. Recently, branded flash mobs have emerged as a popular form of viral advertising. While many branded flash mobs have experienced millions of YouTube views a metric such as view count does not fully indicate the effectiveness of the ad. This netnographic study evaluates viewers’ attitude toward the ad to better understand the effects of branded flash mobs. After examining 2,882 YouTube comments from three virally successful branded flash mob ads, a typology is developed, referred to as the archetype of consumer attitude matrix, to enable academics to formulate research questions regarding branded flash mobs. These archetypes of consumer attitudes to the online ad, in this case branded flash mobs, aid in the assessment of consumer response based on processing (cognitive versus emotive) and stance (supportive versus antagonistic). This typology also serves as a guide to marketing managers in the use of branded flash mobs in their viral campaigns. The article concludes with recommendations for future research.
Two related trends characterize the recent past: value propositions are migrating from the physic... more Two related trends characterize the recent past: value propositions are migrating from the physical to the informational, and value creation is shifting from firms to consumers. These two trends meet in the phenomenon of “consumer-generated intellectual property” (CGIP). This article addresses the question: “How should firms manage the intellectual property that their customers create?” It explores how CGIP presents important dilem- mas for managers and argues that consumers’ “intellectual property” should not be leveraged at the expense of their “emotional property.” It integrates these perspectives into a diagnostic framework and discusses eight strat- egies for firms to manage CGIP.
This article revisits and uses the so-called U-Commerce framework to challenge financial services... more This article revisits and uses the so-called U-Commerce framework to challenge financial services marketing decision makers to consider reformulating market- ing objectives in an age of ubiquitous technological networks. It outlines the 4 U’s of U-Commerce – ubiquity, universality, unison and uniqueness, and revisits the original fra- mework used to conceptualize U-Commerce. Then it identifies and describes four broad marketing objectives that financial services marketers can strive for, including amplifica- tion, attenuation, contextualization and transcension. Four broad marketing strategies can be used to achieve these objectives, namely nexus marketing, sync marketing, immersion marketing and transcension marketing. Examples specific to financial services marketing are used to illustrate and discuss these strategies.
Traditionally, the term ‘crowd’ was used almost exclusively in the context of people who self-org... more Traditionally, the term ‘crowd’ was used almost exclusively in the context of people who self-organized around a common purpose, emotion, or experience. Today, however, firms often refer to crowds in discussions of how collections of individuals can be engaged for organizational purposes. Crowdsourcing–—defined here as the use of information technologies to outsource business responsibilities to crowds–—can now significantly influence a firm’s ability to leverage previously unat- tainable resources to build competitive advantage. Nonetheless, many managers are hesitant to consider crowdsourcing because they do not understand how its various types can add value to the firm. In response, we explain what crowdsourcing is, the advantages it offers, and how firms can pursue crowdsourcing. We begin by formu- lating a crowdsourcing typology and show how its four categories–—crowd voting, micro-task, idea, and solution crowdsourcing–—can help firms develop ‘crowd capital,’ an organizational-level resource harnessed from the crowd. We then present a three-step process model for generating crowd capital. Step one includes important considerations that shape how a crowd is to be constructed. Step two outlines the capabilities firms need to develop to acquire and assimilate resources (e.g., knowl- edge, labor, funds) from the crowd. Step three outlines key decision areas that executives need to address to effectively engage crowds.
Although the protection of secrets is often vital to the survival of orga- nizations, at other ti... more Although the protection of secrets is often vital to the survival of orga- nizations, at other times organizations can benefit by deliberately leaking secrets to outsiders. We explore how and why this is the case. We identify two dimensions of leaks: (1) whether the information in the leak is factual or concocted and (2) whether leaks are conducted overtly or covertly. Using these two dimensions, we identify four types of leaks: informing, dissembling, misdirecting, and provoking. We also provide a framework to help managers decide whether or not they should leak secrets.
Page 2 (RFID) technology, on the other hand, is a good example of a pervasive technology where mi... more Page 2 (RFID) technology, on the other hand, is a good example of a pervasive technology where miniscule tags embedded in the environment support automatic sensoring. The aim of this paper is to explore the organisational consequences of combining mobile-and pervasive computing into a ubiquitous ecosystem. Specifically, we consider mobile RFID, or the convergence of a mobile phone with an RFID transceiver (reader), in combination with passive transponders (tags) embedded in the work environment, and a system that introduces real-time interactivity between the physical work environment and the data collected from it.
In this paper, we highlight some of the challenges and opportunities that social media presents t... more In this paper, we highlight some of the challenges and opportunities that social media presents to researchers, and offer relevant theoretical avenues to be explored. To do this, we present a model that unpacks social media by using a honeycomb of seven functional building blocks. We then examine each of the seven building blocks and, through appropriate social and socio-technical theories, raise questions that warrant further in-depth research to advance the conceptualization of social media in public affairs research. Finally, we combine the individual research questions for each building block back into the honeycomb model to illustrate how the theories in combination provide a powerful macro-lens for research on social media dynamics.
Studies about mobility and mobile interaction help researchers and practitioners in the social sc... more Studies about mobility and mobile interaction help researchers and practitioners in the social sciences to make sense of emergent working and living practices in an increasingly mobilised world. This paper aims to present a reflective analysis of the recommended methodological approaches for mobile studies based on three case studies. Following mobile workers across the different dimensions of time and space is a major challenge researchers have to face. The paper discusses these challenges, and highlights areas of interest for researchers interested in the study of mobility and mobile interaction.
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Papers by Jan Kietzmann