体验营销文献综述及外文文献资料.docx

1、体验营销文献综述及外文文献资料本份文档包含：关于该选题的外文文献 、文献综述一、外文文献文献信息标题: Interdependence between experience marketing and business strategy作者: Gupta, Seemas期刊名称: Journal of Indian Business Research2015年；第4卷；第3期；页码：170-193Interdependence between experience marketing and business strategyIntroductionScholars emphasize the

2、 importance of overcoming narrow functional approach in investigating business problems and advocate cross level research (19 Deshpande, 1999; 67 Varadarajanet al., 2001). Business operates at multiple levels-business strategy and functional. While business strategy specifies how business will compe

3、te in the marketplace (67 Varadarajanet al., 2001), marketing refers to the marketing activities and decisions related to generating and sustaining competitive advantage for the business (17 Dayet al., 1990). The interdependencies among the various levels of functioning in an organization remain rel

4、atively unexplored (67 Varadarajanet al., 2001). Yet as the Starbucks example discussed next suggests marketing strategy pursued by business is influenced by its business strategy. Starbucks business proposition was based on the need most people have for a physical place set apart from home and work

5、, a third place where a person can interact with others. This influenced its marketing such that it encouraged consumers to spend more time in the caf instead of focusing on turning the tables.There has been a progression of economic value from product through service to experience. The strategy dim

6、ensions relevant for experience marketing are likely to be different from those relevant for product or service marketing. While for product marketing the roots of strategy are in technology up gradation, manufacturing capabilities, new product development and economies of scale, the service organiz

7、ations are characterized by vision and purpose, customer satisfaction and employee engagement. The dimensions of strategy relevant for experience marketing remain unexplored despite numerous examples of organizations moving up the value chain from product through service to experience. The extant li

8、terature on experience takes a functional approach engaging with issues like defining an experience brand and recommending strategies for creating a unique customer experience. The extant literature deals with the psychological process involved in consuming an experience. However, it does not engage

9、 adequately with the business strategy variables like competitive advantage, vision and customer orientation. There is no literature that identifies the strategic capabilities companies need to be imbued with to successfully market experiences. For instance, which of the three variables is more impo

10、rtant for experience marketing-customer intimacy, product leadership or operational efficiency? This paper bridges this gap in literature by examining interrelatedness between business strategy and experience marketing. I engage with humanistic inquiry of an in depth case study. In humanistic inquir

11、y the researcher understanding arises from direct personal experience and immersion (29 Hirschman, 1986). The aim of humanistic inquiry should be the development of an idiographic body of knowledge consisting of tentative statements about a particular phenomenon (29 Hirschman, 1986). The intended co

12、ntribution of this article is also the focus it brings on research on cross-level dependencies between business strategy and experience marketing by outlining a detailed agenda for future research. I find the six dimensions of business strategy - unique company capabilities, barriers to imitation, c

13、ustomer orientation, employee empowerment, visionary leadership and internal marketing to be interrelated with experience marketing. In the following sections I discuss related literature, research methodology, the case narrative, the strategic propositions derived from the case, the agenda for futu

14、re research, implications and limitations.Review of literatureExperience marketing has attracted attention from both practitioners and academicians. I am tracing some key definitions and conceptualization of the term as evinced in the literature to set the stage for the paper. 31 Holbrook and Hirsch

15、man (1982) postulated experiential perspective as an alternative to the hegemonic information processing view to understanding consumer behavior. They conceptualized consumption experience as a phenomenon directed towards the pursuit of fantasy, feelings and fun representing the cognitive, affect an

16、d behavioral dimensions, respectively. 51 Pine and Gilmore (1998, p. 98) suggested that experience occurs when a company intentionally uses services as the stage, and goods as props, to engage individual customers in a way that creates a memorable event. 57, 58 Schmitt (1999, 2003) and 7 Brakuset al

17、.(2009) conceptualized experience as consisting of five dimensions of sense (sensory), feel (affective), think (intellectual), act (behavioral) and relate (relational). Sensory experiences enable customers to satisfy their need for estheticism; feel experiences refer to customers perceptions of fun

18、and pleasure; think experiences refer to consumers attempts at broadening knowledge; act experiences reflect customers personal ties with the brand and the company; and relate experiences involve interrelationships among customers. The crux of experiential marketing paradigm lies in extending the co

19、ncern of marketers beyond the realm of customer satisfaction to attaching the customers experientially to product or service (7 Brakuset al., 2009). 30 Hoch (2002) described experience as engaging, non partisan, pseudo diagnostic, endogenous, and ambiguous and hence seductive. A battery of researche

20、rs conceptualized experience as a service dominant logic, a paradigm shift from product centric view of creating value (68 Vargo and Lusch, 2004; 54 Prahalad and Ramaswamy, 2004). For the purposes of this paper experience is defined as:. phenomenological in that it deals directly with events or phen

21、omena as the consumer experiences them rather than focusing on anatomical structures, the neuro chemical processes or the unconscious motives that endow experiences with salience (52 Poulsson and Kale, 2004, p. 271).Phenomenology assumes that a mental event can be best understood if we look at it di

22、rectly as it was experienced rather than through the specialized optics of a particular discipline (15 Csikszentmihalyi, 1990, p. 26).Experience marketing literature has many cross currents but few broad themes nevertheless emerge. One stream is rooted in consumer behavior and perceives cognitive, s

23、ensory and novel stimulation as motives behind experience (31 Holbrook and Hirschman, 1982; 28 Hirschman, 1984). It further believes that emotions play a fundamental role in consumption experience (56 Richins, 1997) and classifies experiences into four types - sensory, social, emotional and intellec

24、tual. This stream considers consumer interaction at the heart of experience and examines the whole consumption experience from pre purchase through to disposal (31 Holbrook and Hirschman, 1982). It highlights that consumption experiences are shared rather than individual in nature (64 Tynan and McKe

25、chnie, 2009); provide utilitarian value apart from hedonistic value and involve both nostalgia as well as imagination (32 Holbrook and Schindler, 2003). It explored experiential themes of self renewal and harmony with nature as central to evaluation of extraordinary hedonic experiences. One segment

26、of this stream pertains to application of experience marketing in specific contexts and industries like retailing (69 Verhoefet al., 2009); arts (37 Joy and Sherry Jr, 2003); tourism (42 Leighton, 2007); leisure (2 Arnould and Price, 1993); fashion (62 Thompson and Haytko, 1997); and hospitality (24

27、 Gilmore and Pine, 2002). It explored the cultural meanings, motives, themes, and conceptual realms in specific experience contexts and broadly found them to be valid. This literature appropriates cultural meanings in different contexts like fashion, retail and arts and finds that combination of ent

28、ertainment, therapeutic and spiritual growth are at the frontier of retail experience.Second stream consists of step by step guides to creating and marketing experiences. It has its origins in the challenges that practitioners face in differentiating goods and services (8 Carbone and Haeckel, 1994)

29、and the recognition of importance of experiences in developing customer advocacy (1 Allenet al., 2005). This stream driven by practitioner and consulting gurus is rich in examples and offers guidelines for customer experience management like identify themes to create consistent impressions; tangibil

30、ise experience with memorabilia; engage all five senses; create a memorable event (51 Pine and Gilmore, 1998; 58 Schmitt, 2003) be personally relevant, offer an element of surprise, engender learning, engage the customer (52 Poulsson and Kale, 2004); and orchestrate all the clues that people detect

31、in the buying process (5 Berryet al., 2002). Four conceptual realms of experience marketing-entertain, educate, escape and estheticism were proposed and emphasis was laid on creating memorable encounters not by improving functionality but by layering an enjoyable experience atop the existing service

32、.The third stream is rooted in branding and communication literature and advocates narrative advertising for communicating experiences as narrative thought is a predominant cognitive mode of comprehension used by consumers to interpret experiences (47 Padgett and Allen, 1997; 14 Crosby and Lunde, 2008). It postulates that experience brands send more emotional and complex messages as consumers do not process experience at rational and conscious level. 57 Schmitt (1999) conceptualized experience as consisting of five dimensions - senses, feel, think, ac