Flavia Cardoso: ponente en la conferencia de la American Marketing Association en San Francisco
Entre el 31 de julio y el 4 de agosto, Flavia Cardoso presentó dos papers en la Conferencia de laAmerican Marketing Association (AMA). Se trata de una e las conferencias más prestigiosas en el ámbito de marketing y reúne a los principales académicos especializados en está área del mundo. La American Marketing Association es responsable de la publicación de los siguientes Journals: Journal of Marketing, Journal of Marketing Research, Journal of International Marketing and Journal of Public Policy and Marketing.
A continuación los abstracts de los dos papers:
Heterogeneous community collaboration and the co-construction of shopping experiences: The case of Abasto Shopping
Although the concentration of diverse minority groups in urban areas is becoming rather frequent (i.e. Orthodox Jews and Gays at the Parisian Marais; Immigrants from different origins at certain New York City hoods), the phenomenon of heterogeneous community has been given relatively little attention as research on community has privileged the homogeneity of groups (Thomas et al, 2013). However, recent research has found that heterogeneous communities question the validity of this prevailing framework (Arnould et al., 2006; Beverland et al. 2010; DeLanda, 2006; Latour, 2005; Schouten et al. 2010). Thompson et al. (2013) and demonstrate how resource co-dependency favors collaboration in heterogeneous communities in spite of tensions. Nevertheless, previous work is based on inter-group heterogeneity in a mainstream consumption community. This research innovates by attempting to understand how diverse minority communities - orthodox Jews, teenager groups, middle class catholic families to name a few – resolve tensions and preserve identities while interacting a common commercial space (Aubert-Gamet and Cova, 1997) and how these interactions shape individual and communal the shopping experiences. It will analyze consumer culture and the construction of a communal identity project (Arnould and Thompson, 2005) within Abasto Shopping, while acknowledging the “cultural, historic and societal conditions that make this identity and the means of attaining it attractive and legitimate” (Askegaard and Linnet, 2011) by drawing on current literature on servicescapes, shopping and consumption experiences and on actor-network theory and attempting to reconcile sometimes conflicting aspects of this body of work.
Building an Iconic brand in the New World Wine Industry: The case of Catena Zapata Winery.
The Catena Zapata winery was founded in Argentina more than 100 years ago by Italian immigrants to produce table wines and remains in the hands of the Catena family. It has now been converted into a wine conglomerate producing high quality wines and competing in the ¨big leagues¨. Holt (2005) argues that iconic brands are parasitic in nature, borrowing and adding to existing myths circulated by other cultural products. According to him, rather than maintaining consistency over time, iconic brands address evolving collective social desires. In the wine industry brands are filled with multiple layers of cultural content: country of origin, variety, region and/or appellation, domaine/ bodega/ estate / producer (frequently distributor as well) labels, retailer labels, and recently also the availability of tourism and hospitality alternatives, all intervene in the construction of wine branding. This work attempts to understand the role of authenticity in this evolving global context, where “New World” wines capitalize on myths to claim an authentic standing in a competitive market.