Special Issue: Exploring the performativity of marketing: theories, practices and devices
Journal of Marketing Management, Volume 31, 2015, Issue 1-2

Editorial: Exploring the performativity of marketing: theories, practices and devices
Katy Mason, Hans Kjellberg & Johan Hagberg

Epistemologies in the wild: local knowledge and the notion of performativity
Johan Nilsson & Claes-Fredrik Helgesson
“This article explores the indigenous epistemology of market research. Industry textbooks are here taken as examples of commonly held understandings about market research knowledge. They are made the object of an epistemographic investigation of how the production and transfer of market research knowledge is understood within the field itself …” Read more >

‘Is there a gap in the market, and is there a market in the gap?’ How advertising planning performs markets
Erik S. Jacobi, James Freund & Luis Araujo
“This paper explores the performative role of marketing knowledge in advertising planning. It is based on an ethnography within the account planning department of a London advertising agency as it worked closely with a client and a market research agency to develop a new energy/health drink for launch in the United Kingdom …” Read more >

Performing market segmentation: a performative perspective
Peet Venter, Alex Wright & Sally Dibb
“Conceptualising market segmentation as performative enhances our knowledge of how marketing frameworks shape marketing practice. Our study addresses the criticism that how marketing is accomplished in practice has yet to be fully articulated …” Read more >

Brand transformation: a performative approach to brand regeneration
Andrea Lucarelli & Anette Hallin
“Traditional brand management literature largely implies that the brand regeneration process is linear, atomistic and rather harmonic, thus reducing the complexity of the process to individual parts that can be managed rationally and logically in sequence. By ontologically as well as epistemologically adopting a performative approach where brands are seen as loose performative assemblages, the present article suggests instead that the brand regeneration process is truly processual, multiple and political …” Read more >

The dividualised consumer: sketching the new mask of the consumer
Robert Cluley & Stephen D Brown
“Recent online marketing innovations such as ad-servers, ad-networks and ad-exchanges allow marketers to extract value from consumer data in new ways. But these new market devices do not just exploit technological innovations. They are constructed around a revolutionary new mask of the consumer. They treat consumers not as fixed individuals but as dividualised consumers – that is to say, collections of data that can be exposed, dissected and segmented into new marketable groups …” Read more >

Myriam’s ‘adverteasing’: on the performative power of marketing promises
Franck Cochoy
“In most publications, ‘performativity’ has become synonymous with terms like ‘impact’, ‘effect’ and ‘transformation’. As a result, recent contributions tend to focus on what various marketing ideas and frameworks are supposed to do to real markets, without caring much for the linguistic properties of these concepts. This article aims at questioning this bias by studying the linguistic and practical circumstances under which marketing knowledge and discourse can become performative …” Read more >

Exploring the brand’s world-as-assemblage: the brand as a market shaping device
Winfred Ikiring Onyas & Annmarie Ryan
“Brands are integral to contemporary marketing practice. Notwithstanding their ubiquitous presence in marketing, the question of what brands do in the shaping markets remains understudied. We examine the brand as a market shaping device which acts within, and alongside, its world to actualise the reality envisioned …” Read more >

The performativity of sustainability: making a conduit a marketing device
John Finch, Conor Horan & Emma Reid
“This paper examines how a conduit, as a ‘working infrastructure’ with material and social qualities, shapes and connects the business and practices of sustainable waste management. Conduits have had a prominent but passive role in explanations of food leftovers within households. We show that a conduit, as an assemblage of investments and practices among interested actors, requires and allows for the further economisation and calculation of waste management …” Read more >

‘Elephants can’t gallop’: performativity, knowledge and power in the market for lay-investing
Philip Roscoe
“This paper examines lay-investment in financial markets (investment by members of the general public) as a practice performed by marketing knowledge. It follows the market studies programme to examine a problem that puzzles researchers in finance: Why do lay-investors remain in the market despite their poor returns? …” Read more >

Construction of silence on issues of sustainability through branding in the fashion market
Cecilia Solér, Julia Baeza & Camilla Svärd
“This article focuses on the performativity of fashion brand discourse, in particular the performativity of ‘muted sustainable’ brands and the subsequent construction of eco-fashion consumption …” Read more >

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