The Mediating Role of Consent in Business Marketing

Mouzas, Stefanos and Ford, David (2018) The Mediating Role of Consent in Business Marketing. Industrial Marketing Management, 74. pp. 195-204. ISSN 0019-8501

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Abstract

The study deepens our understanding of business marketing by looking beyond the individual choices of business actors to the role of consent between interacting actors. Based on an empirical investigation of manufacturers and retailers in Germany and drawing from previous research on business relationships, the paper develops a theoretical structure for the analysis of consent in business marketing. The paper argues for a shift from a view of individual choice as the basis of business marketing towards the idea of choice being part of an evolutionary discursive practice of consent. The study detects the mediating role of consent at four levels: 1) as a stratifying process, 2) as recursive practice, 3) as energizing interaction, and 4) as economizing activities, resources and actors; it elaborates significant theoretical implications and highlights managerial lessons.

Item Type:
Journal Article
Journal or Publication Title:
Industrial Marketing Management
Additional Information:
This is the author’s version of a work that was accepted for publication in Industrial Marketing Management. Changes resulting from the publishing process, such as peer review, editing, corrections, structural formatting, and other quality control mechanisms may not be reflected in this document. Changes may have been made to this work since it was submitted for publication. A definitive version was subsequently published in Industrial Marketing Management, 74, 2018 DOI: 10.1016/j.indmarman.2018.03.011
Uncontrolled Keywords:
/dk/atira/pure/subjectarea/asjc/1400/1406
Subjects:
ID Code:
124751
Deposited By:
Deposited On:
03 May 2018 10:00
Refereed?:
Yes
Published?:
Published
Last Modified:
29 Sep 2020 04:11