Autopoietic Turns of Value Co-Creation in Marketing Systems: Meaning(s) of Fuel-Efficiency For Hybrid Car Users

The authors investigate hybrid-car-user experiences to understand and conceptualise dynamics of autopoietically co-constructed marketing systems. The method is a fusion of grounded theory analysis, systems analysis, and the interpretive-constructionist tradition. The study finds that communications within the marketing system are directed toward creating only those conditions which would enable similar communications. The empathic understanding of the nature of autopoietic turns may shed some light to the process, which we call the value drift. The core value, that is sustainable mobility, which has rhetorically been offered by car manufacturers to be passively adopted in the marketing system, appears to be significantly altered (co-constructed) in a self-referential way.



Citation:

Djavlonbek Kadirov and Richard Varey (2006) ,"Autopoietic Turns of Value Co-Creation in Marketing Systems: Meaning(s) of Fuel-Efficiency For Hybrid Car Users", in AP - Asia-Pacific Advances in Consumer Research Volume 7, eds. Margaret Craig Lees, Teresa Davis, and Gary Gregory, Sydney, Australia : Association for Consumer Research, Pages: 195-201.

Authors

Djavlonbek Kadirov, the University of Waikato, New Zealand
Richard Varey, the University of Waikato, New Zealand



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 7 | 2006



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