Shifting theoretical lens: Examining the mediating role of product within relationship marketing and network theories
Date
2008
Authors
Medlin, C.
Plewa, C.
Editors
Advisors
Journal Title
Journal ISSN
Volume Title
Type:
Conference paper
Citation
Proceedings of the Australian & New Zealand Marketing Academy Conference (ANZMAC), Marketing: Shifting the focus from mainstream to offbeat, held in Sydney Australia, 1-3 December 2008 / D. Spanjaard, S. Denize and N. Sharma (eds.): pp.1-8
Statement of Responsibility
Christopher J. Medlin and Carolin Plewa
Conference Name
Australia and New Zealand Marketing Academy Conference (2008 : Sydney, N.S.W)
Abstract
The “product” concept has been integral to marketing management theory. However, each theoretical lens brings a shift in definition simply by the change in context and so change in associated constructs. Examining the product construct in relationship marketing and network theories opens a number of new research questions concerning the limits of applying these theories. Researchers must decide which aspect of change is important and work out how to examine that dynamic within some relatively stable context.