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Golpayegani, K. & Schmudde, U. (2024). Re-understanding consumer behavior through post-mechanist economic theory. In: : . Paper presented at MOS24 - Technology & Consumer Behavior (Turku, Finland), [DIGITAL], May 27, 2024.
Open this publication in new window or tab >>Re-understanding consumer behavior through post-mechanist economic theory
2024 (English)Conference paper, Oral presentation only (Refereed)
Abstract [en]

The exponential growth of brands and products has led to a saturation point where consumers are drowned with choices across all sectors (Osenton, 2004, p. 65). Inspired by the notion of value propositions of Michael Porter (1997), the market offers an array of options from clothing to smartphones, often with minimal differentiation in value propositions as highlighted by Matthyssens and Vandenbempt (2008) and in a later work of Porter et al. (2001). This phenomenon raises crucial questions, as highlighted by Payne and Frow (2014) regarding the efficacy of marketing strategies, the significance of brand communication, and the impact of so called ‘competitive advantage’ on consumer decision-making processes, also supported by Rintamäki and Saarijärvi (2021). These questions have led to confusion and overload of advertising messages that contribute to consumer fatigue, leading to a desire for authenticity in value appropriation. However, as Kool et al. (2010) and Pangannavar (2014) highlighted  the sheer volume of products produced daily reflects the magnitude of consumer demand, or so-called ‘pulled’ demand and the extensive presence of brands in the market. As Porter (1986) Gereffi (2005), and Koren (2010, p. 13) emphasized on global economy, globalization facilitated the expansion of businesses worldwide and the number of brands has surpassed the variety of products available, exemplified by the plethora of options even for mundane items like bottled water (Valcheva & Sofonova, 2012). This increase also extends to technological products as highlighted by Osterwalder et al. (2015), such as smartphones, where numerous brands offer similar functionalities but differentiate through value propositions like price, design, and service quality.

Therefore, as emphasized by Powell (2014), this overwhelming abundance of choices across various product categories in the contemporary marketplace is fueled by globalization, deregulation, and commoditization. All of which is circulating around the wrong foundational assumption of the economy that leads to bad management practice, namely transaction cost economics, where shareholder value and money is the center of economy (Ghoshal, 2005). The bad management practice also includes the notion of ‘competitive advantage’ which is intricately woven with the pursuit of superior performance (Powell, 2001). This notion, rooted in a deterministic-structuralist paradigm, unveils a fundamental inadequacy in grasping the nuanced interplay of economic and business relations which is underlined by Ghoshal (2005). Powell (2001) further suggests that competitive advantage by one entity inherently implies a corresponding disadvantage for another. Such a perspective paints a picture of 'winner-takes-all' scenarios, where dominance becomes the norm. Consequently, this paradigm not only shapes the evaluation of companies but also leads to such perceptions of profitability, management efficacy, and productivity, often to the detriment of holistic understanding (Ghoshal, 2005). 

However, the economic ‘science’ operates within a dynamic framework that is far from being value-free or precisely empirical, a crucial point highlighted by Brodbeck (2014). Unlike the predictable motions of classical physics' mechanical objects based on a deterministic paradigm (Fuchs, 2023; Ghoshal, 2005), human behavior in economic contexts is characterized by its complexity, subjectivity, and unpredictability (Beckert, 1996; Hogg, 2000). In response to these limitations, referring to Brodbeck’s (2001) post-mechanist economic theory challenges the reductionist and deterministic assumptions of economics (Ghoshal, 2005). This theory, according to Brodbeck (2001), recognizes the pivotal role of human creativity in shaping economic phenomena and redefines 'The Economy' as more than just a mechanistic system of production and consumption. Instead, it conceptualizes the economy as a socio-communicative network, wherein individuals engage in constant interactions to create and exchange meaning (ibid, 2001). Also supported by Joullié (2020), central to this post-mechanist perspective is the acknowledgment of human agency and the recognition of the subjective nature of economic value. Therefore, unlike in the classical mainstream economics, where value is often reduced to quantifiable metrics such as price or utility (Ghoshal, 2005), post-mechanist theory emphasizes the importance of context, culture, and social relations in shaping individuals' perceptions of value, further supported by Peters and Fuchs (2023).

Thus, in contrast to the deterministic worldview of classical economics (Ghoshal, 2005), post-mechanist theory embraces uncertainty and complexity as inherent features of economic systems as underlined by Brodbeck (2001). Rather than seeking to predict and control economic outcomes through rigid mathematical models, it emphasizes the need for adaptive, context-sensitive approaches that account for the dynamic interplay of diverse factors (Fuchs, 2023). Therefore as Joullié (2020) highlights, traditional economic models often fall short in capturing the intricacies of human decision-making and the multifaceted nature of economic systems. By recognizing the fundamental role of human creativity and social interaction in economic processes, it goes to criticize the contemporary economic paradigm of transaction cost economics (Brodbeck, 2001; Joullié, 2020) with prioritizing sustainability, equity, and value- as well as relational appropriation. Herein, it is expected that the post-mechanist economic theory paves the way for a more inclusive and pluralistic approach to economic inquiry and policymaking.

This research, as a conceptual paper, seeks to explore the implications of this excess of brands and products on consumer behavior, marketing strategies, and post-mechanist economic paradigm. By examining the dynamics of differentiation, the so-called ‘competitive advantage’, and communication in marketing, the study aims to shed light on the challenges faced by companies in capturing consumer attention and fostering value appropriation amidst a competitive landscape. Thus, as a conceptual paper this study does not involve traditional research methods or data collection processes commonly found in empirical studies. Instead, the study delves into theoretical discussions, synthesizes existing literature, and proposes new perspectives or frameworks as inspired by Davies et al. (2006) and Dreher (2018, pp. 109-124).

For practitioners, particularly marketers, brand managers and policy makers, this study offers practical insights into refining communication strategies and fostering meaningful consumer engagement through an understanding of the economic paradigm where human creativity is in the center. By prioritizing sustainability, equity, value- and relational appropriation in brand messaging as well as consumer behavior, companies can mitigate consumer confusion and enhance brand salience amidst the competitive market. This study also highlights the need for adaptive marketing approaches that prioritize efficiency and effectiveness in resource allocation. Therefore, the objective of this extended abstract is to re-understand consumer behavior through post-mechanist economic theory by exploring the ramifications of the excess of brands and products on consumer behavior, marketing strategies, and the post-mechanist economic paradigm.

Drawing upon marketing theory, this research aims to contribute to a deeper understanding of consumer behavior within a post-mechanist economic theory thus challenging the contemporary consumer behavior theory along with the notion of the so-called ‘competitive advantage’. By highlighting the role of human behavior in economic contexts, the study offers theoretical insights into the intricacies of contemporary consumer behavior and brand management practices.

The implications and expected findings of this study, driven by technological advancements, and shifting consumer preferences, underscore the ongoing innovation and adaptation in marketing practices. By embracing novel communication channels, leveraging data-driven insights, and prioritizing customer-centricity, companies can better go about the complexities of the contemporary marketplace and focus relationships with consumers. Additionally, the emergence of new communication paradigms, such as influencer marketing and experiential branding, presents opportunities for companies to differentiate themselves and capture consumer attention in an increasingly crowded landscape.

National Category
Business Administration
Identifiers
urn:nbn:se:miun:diva-51312 (URN)
Conference
MOS24 - Technology & Consumer Behavior (Turku, Finland), [DIGITAL], May 27, 2024
Available from: 2024-05-10 Created: 2024-05-10 Last updated: 2024-05-28Bibliographically approved
Sörensson, A., Cawthorn, A. & Schmudde, U. (2024). Sustainable Tourism Development: The Challenges of Small Businesses in a Shadow Destination. In: Marianna Sigala, Marcela Fang, Anastasia Yeark, Julia N. Albrecht, Oscar Vorobjovas-Pinta (Ed.), Case Based Research in Tourism, Travel, and Hospitality: Rethinking Theory and Practice (pp. 231-241). Springer
Open this publication in new window or tab >>Sustainable Tourism Development: The Challenges of Small Businesses in a Shadow Destination
2024 (English)In: Case Based Research in Tourism, Travel, and Hospitality: Rethinking Theory and Practice / [ed] Marianna Sigala, Marcela Fang, Anastasia Yeark, Julia N. Albrecht, Oscar Vorobjovas-Pinta, Springer, 2024, p. 231-241Chapter in book (Refereed)
Abstract [en]

Outdoor Hub is a store in a tourist destination located in the suburbs of the well-known and popular tourist destination of Åre, Sweden. This study discusses how the store is affected by its status as a shadow destination of Duved (outside the hotspot of Åre). Shadow destination was first mentioned in 2003 by Hudman and Jackson and is a destination located in the ‘shadow’ of another. The other destination is often a famous one that many tourists prefer, which makes it difficult for nearby places to attract tourists. Outdoor Hub’s greatest challenge is attracting customers, as they are located outside the hotspot of the well-known tourist destination; however, it can also benefit from its location in the shadow of a prominent tourist spot. This case gives students a better understanding of how a company located on the outskirts of the main tourist destination can direct its business proposition towards existing and new customers. The study shows the students the company’s strengths and problems. It also discusses how the company can create long-term relationships with other tourist actors at the destination. Furthermore, the issues of segmentation, marketing and the role of tourist information in the store are raised.

Place, publisher, year, edition, pages
Springer, 2024
National Category
Business Administration
Identifiers
urn:nbn:se:miun:diva-51307 (URN)10.1007/978-981-97-1891-7_13 (DOI)2-s2.0-85205580174 (Scopus ID)
Available from: 2024-05-08 Created: 2024-05-08 Last updated: 2024-10-15Bibliographically approved
Sörensson, A. & Schmudde, U. (2024). Sustainable Tourism Development Through Shadow Destinations: Case studies from Central Sweden. In: Niccolini et al. (Ed.), Nature-based Tourism and Wellbeing: Impacts and Future Outlook. CABI Publishing
Open this publication in new window or tab >>Sustainable Tourism Development Through Shadow Destinations: Case studies from Central Sweden
2024 (English)In: Nature-based Tourism and Wellbeing: Impacts and Future Outlook / [ed] Niccolini et al., CABI Publishing, 2024Chapter in book (Refereed)
Abstract [en]

This chapter aims to provide in-depth knowledge of how nature-based tourism destinations could expand and develop sustainability through shadow destinations. The analysis uses two case studies from central Sweden to show how shadow destinations could contribute to a more sustainable tourism development. Interviews were conducted with different stakeholders, such as destination marketing organizations, tourism companies and public actors. The results show that a shadow destination can be developed along with the main destination by networking with the destination marketing organization. This study’s practical implications indicate that a shadow destination should work with the main tourist attractions or destinations to expand the tourists’ perception of the ‘destination’.

Place, publisher, year, edition, pages
CABI Publishing, 2024
National Category
Social Sciences Business Administration
Identifiers
urn:nbn:se:miun:diva-51248 (URN)10.1079/9781800621411.0011 (DOI)978-1-80062-139-8 (ISBN)
Available from: 2024-04-29 Created: 2024-04-29 Last updated: 2024-05-02Bibliographically approved
Golpayegani, K. & Schmudde, U. (2024). Unleashing the Power of Social Entrepreneurs for Regional Development: Insights from Jämtland Härjedalen. In: Sörensson, A., Bogren, M.,Grigore, G., Stancu, A., Lundström, A (Ed.), Creating New Roles for a Sustainable Economy: Digitalization, Green Enterprises and Organizational Challenges (pp. 101-120). Palgrave Macmillan
Open this publication in new window or tab >>Unleashing the Power of Social Entrepreneurs for Regional Development: Insights from Jämtland Härjedalen
2024 (English)In: Creating New Roles for a Sustainable Economy: Digitalization, Green Enterprises and Organizational Challenges / [ed] Sörensson, A., Bogren, M.,Grigore, G., Stancu, A., Lundström, A, Palgrave Macmillan, 2024, p. 101-120Chapter in book (Refereed)
Abstract [en]

Due to the increasing urbanization and industrialization, the region of Jämtland Härjedalen has experienced depopulation and migration. On the other hand, the vibrant cultural life invites positive and long-lasting social and economic community development with the support of social entrepreneurs. Using Jämtland Härjedalen as a study area, our research aims to identify research gaps regarding the contributions of social entrepreneurs to regional development in rural areas. The current literature on regional development is prominent on the discourse of tourism and entrepreneurship. Knowing that the contributions of entrepreneurs are vital, it is considerably important to study the role and contributions of social entrepreneurs which is understudied. This also leads to uncovering the contrast between the concept of entrepreneurship and social entrepreneurship. In our study we conducted 20 semi-structured interviews which showed that social entrepreneurship alone is not sufficient to generate regional development but with the support of a Quadruple Helix collaboration. The article, contributes to regional development in rural areas through the lens of social entrepreneurship, also has implications for the various stakeholders who are involved in the effort to achieve development within the region of Jämtland Härjedalen.

Place, publisher, year, edition, pages
Palgrave Macmillan, 2024
Series
Palgrave Studies in Governance, Leadership and Responsibility, ISSN 2662-1304, E-ISSN 2662-1312
National Category
Business Administration
Identifiers
urn:nbn:se:miun:diva-52292 (URN)10.1007/978-3-031-61551-1_5 (DOI)2-s2.0-85202037282 (Scopus ID)978-3-031-61550-4 (ISBN)
Available from: 2024-08-29 Created: 2024-08-29 Last updated: 2024-09-03Bibliographically approved
Sörensson, A. & Schmudde, U. (2021). Co-creating Value Net for Shadow Destinations in Sweden. In: Naples Forum on Service: . Paper presented at The 7th Naples Forum on Service, Italy, September 6-9, 2021.
Open this publication in new window or tab >>Co-creating Value Net for Shadow Destinations in Sweden
2021 (English)In: Naples Forum on Service, 2021Conference paper, Oral presentation with published abstract (Refereed)
Abstract [en]

Purpose - The purpose of the paper is to discuss the new value creation logic of value nets in the context of tourism destinations. Previous research have addressed the issue of value creation on tourism destinations. This study is focused on a particular type of tourism destinations, namely shadow destinations. Shadow destinations are destinations that exist in the shadow of a well established tourism destination and is a new concept in tourism research. Study design/methodology/approach - The study was designed as a case study where five shadow destinations in Sweden was selected. Data was collected through interviews with tourism companies, destination management organizations (DMO) and public actors from municipality and county administrative board. Data was also collected from secondary sources like home pages, social media and written materials. Findings - The study have shown that value nets are applicable to shadow destinations. A value net is the relationships between its actors (like for example customers, buyers and suppliers as well as the competitors). Tourism destination are special since they co-create the value. Also, in many cases the tourists see the “destination” or “place” as one unit. By creating value net between the well established destination and the shadow destination, this could benefit them both. Originality/value - Studies on value net have not been applied to shadow destinations so this study should be seen as first attempt to address these issues. Practical implications - The study could be useful for shadow destinations that would like to create value net. Value is co-created by the net of actors at the shadow destination.

Keywords
value net, value creation, tourism destination, shadow destination, case study
National Category
Economics and Business
Identifiers
urn:nbn:se:miun:diva-42986 (URN)
Conference
The 7th Naples Forum on Service, Italy, September 6-9, 2021
Available from: 2021-09-09 Created: 2021-09-09 Last updated: 2021-09-10Bibliographically approved
Sörensson, A., Bogren, M. & Schmudde, U. (2021). Effects of the Coronavirus Pandemic on Swedish Tourism Firms and their Sustainability Values. In: Corporate Responsibility and Sustainability during the Coronavirus Crisis: International Case Studies (pp. 77-101). Palgrave Macmillan
Open this publication in new window or tab >>Effects of the Coronavirus Pandemic on Swedish Tourism Firms and their Sustainability Values
2021 (English)In: Corporate Responsibility and Sustainability during the Coronavirus Crisis: International Case Studies, Palgrave Macmillan, 2021, p. 77-101Chapter in book (Refereed)
Abstract [en]

The coronavirus (COVID-19) pandemic has influenced the majority of firms around the world. Among them, Swedish tourism firms are struggling to stay in business and have been affected in different ways. This chapter aims to discuss how Swedish tourism firms have been affected by the coronavirus pandemic, with a special focus on sustainability values. The results show that different types of tourism firms have acted creatively in order to stay in business by offering higher sustainability value to their customers. This paper contributes by deepening knowledge on how tourism firms have been influenced by the coronavirus pandemic. The results may help tourism firms gain ideas of how to stay in business during a global pandemic.

Place, publisher, year, edition, pages
Palgrave Macmillan, 2021
National Category
Economics and Business
Identifiers
urn:nbn:se:miun:diva-42395 (URN)10.1007/978-3-030-73847-1_5 (DOI)2-s2.0-85109550306 (Scopus ID)978-3-030-73847-1 (ISBN)
Available from: 2021-06-28 Created: 2021-06-28 Last updated: 2021-08-10Bibliographically approved
Sörensson, A. & Schmudde, U. (2021). Value creation for shadow destination – sustainable tourism development in the region. In: BUP2021: . Paper presented at The BUP Symposium 2021, [DIGITAL], 19-20 October 2021.
Open this publication in new window or tab >>Value creation for shadow destination – sustainable tourism development in the region
2021 (English)In: BUP2021, 2021Conference paper, Oral presentation with published abstract (Refereed)
National Category
Social Sciences
Identifiers
urn:nbn:se:miun:diva-43506 (URN)
Conference
The BUP Symposium 2021, [DIGITAL], 19-20 October 2021
Available from: 2021-10-19 Created: 2021-10-19 Last updated: 2021-10-20Bibliographically approved
Sörensson, A. & Schmudde, U. (2020). Sustainable Tourism Development in the Shadow of a World Heritage National Park in Sweden – A Case Study in the Baltic Sea Region. In: BUP symposium 2020: . Paper presented at BUP Symposium 2020, [DIGITAL], 23-27 August, 2020.
Open this publication in new window or tab >>Sustainable Tourism Development in the Shadow of a World Heritage National Park in Sweden – A Case Study in the Baltic Sea Region
2020 (English)In: BUP symposium 2020, 2020Conference paper, Oral presentation with published abstract (Refereed)
National Category
Social Sciences
Identifiers
urn:nbn:se:miun:diva-40894 (URN)
Conference
BUP Symposium 2020, [DIGITAL], 23-27 August, 2020
Available from: 2021-01-20 Created: 2021-01-20 Last updated: 2021-01-20Bibliographically approved
Schmudde, U. & Sörensson, A. (2020). Tourism Development in Rural Areas in Sweden – In the Shadow of a Well-Established Destination. Athens Journal of Tourism, 7(1), 55-74
Open this publication in new window or tab >>Tourism Development in Rural Areas in Sweden – In the Shadow of a Well-Established Destination
2020 (English)In: Athens Journal of Tourism, E-ISSN 2241-8148, Vol. 7, no 1, p. 55-74Article in journal (Refereed) Published
Abstract [en]

Tourism development has been studied by researchers for decades, yet the issue of destinations that are situated in the shadow of well-established destinations has not yet been addressed in any depth. This article defines these as destinations that exist in the shadow of a well-established place to visit with a strong identity and well-known brand. Well-established destinations with high profile branding attract many tourists. Destinations in their shadow, on the other hand, struggle with tourism and destination development. The aim of this paper is to better understand these types of destinations. The study is a multiple case study examining two shadow destinations located in rural settings in Sweden. Data were collected from semi-structured interviews with representatives from the destinations’ municipality, local destination development organisations, tourism companies, and infrastructure companies. Data were also collected from observations and written materials. The results show that shadow destinations could add value to tourists visiting well-established places to visit by offering attractions that benefit tourists. They also show the importance of destinations networking with each other and the usefulness of well-known brands in their communication with tourists. In addition, shadow destinations can help well-known places become more sustainable by reducing the pressure of unsustainable high numbers of tourists visiting them. Finally, shadow destinations could give tourists the option of choosing other tourist routes in a region, allowing them to experience attractions such as gastronomy routes, for example, in shadow destinations.

Keywords
Brand, Nature Based Tourism, Rural Destination, Shadow Destination, Tourism Development, Tourist Route, Travel Reason
National Category
Social Sciences
Identifiers
urn:nbn:se:miun:diva-37806 (URN)10.30958/ajt.7-1-4 (DOI)
Available from: 2019-11-27 Created: 2019-11-27 Last updated: 2020-06-03Bibliographically approved
Sörensson, A. & Schmudde, U. (2019). Developing a Tourism Destination in the Shadow of a World Heritage National Park. In: : . Paper presented at Tourism Naturally Conference, 4th-6th June, 2019, Buxton, UK.
Open this publication in new window or tab >>Developing a Tourism Destination in the Shadow of a World Heritage National Park
2019 (English)Conference paper, Oral presentation with published abstract (Refereed)
National Category
Social Sciences
Identifiers
urn:nbn:se:miun:diva-36254 (URN)
Conference
Tourism Naturally Conference, 4th-6th June, 2019, Buxton, UK
Available from: 2019-06-06 Created: 2019-06-06 Last updated: 2020-06-03Bibliographically approved
Organisations
Identifiers
ORCID iD: ORCID iD iconorcid.org/0000-0002-8704-8052

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