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Enacting customers: Marketing discourse and organizational practice
Karlstad University, Faculty of Economic Sciences, Communication and IT, Service Research Center. Karlstad University, Faculty of Economic Sciences, Communication and IT, Department of Business Administration. Karlstad University, Faculty of Economic Sciences, Communication and IT, The Service and Market Oriented Transport Research Group.
2011 (English)In: Scandinavian Journal of Management, ISSN 0956-5221, E-ISSN 1873-3387, Vol. 27, no 2, 2331-242 p.Article in journal (Refereed) Published
Abstract [en]

This paper seeks to (A) contribute to a theoretical understanding of the organizational enactment of the customer and (B) illustrate how customers are enacted in two public industries: public housing and public transport. Empirically three instances of enactment are attended to within the two industries: customer rhetoric, operational procedures, and the physical customer environment. The study shows how the customer emerges as an open object of managerial knowledge, influenced by contingencies present in and around the organizations. The study explicates the customer's role in organizational practice by bringing forward the dual function of reduction (of complex contingencies) and projection (of established organizational conditions) exercised when the customer of discourse is translated and enacted. It also questions the hegemonic/universal assumptions about customer orientation found in critical and managerial text, respectively.

Place, publisher, year, edition, pages
2011. Vol. 27, no 2, 2331-242 p.
Keyword [en]
Customer orientation, Marketing discourse, Power/knowledge, Marketing practice, Public housing, Public transport
National Category
Business Administration
Research subject
Business Administration
Identifiers
URN: urn:nbn:se:kau:diva-10702DOI: 10.1016/j.scaman.2011.03.002ISI: 000292014900005OAI: oai:DiVA.org:kau-10702DiVA: diva2:494253
Available from: 2012-02-08 Created: 2012-02-08 Last updated: 2016-02-22Bibliographically approved

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Fellesson, Markus
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