Gillian C. Hopkinson

What happened was... Broadening the Agenda for Storied Research

This paper identifies three key understandings of the nature of story. Firstly, story is a factual report of events. Secondly, story is myth; a myth describes the storytellers readily construed version of events. Finally, story is narrative, and narrative is a means of coming to understand events and constructing their reality. The paper reviews extant work in marketing and management fields to show how the analysis of story differs across these three understandings and to illustrate the types of knowledge that can be generated within each understanding of story. The paper argues that, in marketing research, story has predominantly been seen as report and analysed through the critical incident technique and that an extension of marketings use of story can make a useful contribution to marketing knowledge.

Franchise relationship quality: micro‐economic explanations

Examines the behavioural implications of the three main micro‐economic explanations – resource constraint, agency theory and search cost theory – for franchising. Reviews these theories, along with the empirical evidence found to support them. Highlights the implications of each explanation upon relational quality using four relational characteristics drawn from Macneil. Uses the characteristics of power balance, anticipation of trouble, sense of unity and presentation of costs and benefits. Argues that since the motivation to franchise depends upon the specific strategy employed by the franchisor, then relational quality will legitimately differ according to franchisor strategy. Describes a model drawn by linking strategic direction, franchise motivation and relational quality. Some illustrative propositions are derived from the model. Discusses the implications of the theory for both researchers and managers.

I just tend to wear what I like: contemporary consumption and the paradoxical construction of individuality:

Recent theoretical arguments about the inter-locking of identity and consumption pose a challenge to individuality. We explore this initially through literatures relating to the paradox that arises from the role of the (fashion) code and the use of social groupings in the production of the self through consumption practices. Then we explore individuality through narrative data collected by multiple methods in two studies. Detailed analysis of consumption accounts shows the marking of one’s individuality to be an important, if often precarious, accomplishment. Rhetorical devices we associate with this accomplishment include the rejection of the dictates of mass fashion and branding, the development of a personal choice rationale and the definition of the self as somehow different from a mass other. We argue that the consumer paradox exists but is more or less successfully resolved through such devices. In resolution of the paradox we suggest that while the consumer collective is semiotically represented, representations of individuality are adequately and locally narrated.

Boundary work and identity construction in market exchanges

This paper was published as Marketing Theory, 2010, 10 (3), pp. 227-236. It is available from http://mtq.sagepub.com/. Doi: 10.1177/1470593110373430

The changing structure of distribution channels in Pakistan

Purpose – The purpose of this paper is to consider the impact of the entry of international wholesalers upon existing fast moving consumer goods (FMCG) channel structures and the relationships between channel members in Pakistan.Design/methodology/approach – The paper draws on primary and secondary data. Industrial and published sources are used to describe the retail industry and traditional channel structures in Pakistan. Semi‐structured interviews with industry experts and channel participants (manufacturers, distributors, local and organised wholesalers and retailers) over the period illustrate the perspectives of different channel members.Findings – Although currently holding small market share, the entry and growth of international, consolidated wholesale has opened alternative channel structures. This poses a threat to some channel members and creates relationships that alter the distribution of power in the channel. In this fluid situation, there is the possibility of substantial change in Pakista...

The use and abuse of French and Raven in the channels literature

Abstract This paper aims to stimulate reflection upon our understanding of power in marketing channels through a critical review of power-base research centred on the use of French and Raven (1959). Through a review of seminal articles that have shaped the field and consideration of enduring problems in power-base usage, the paper argues that the numerous studies of this topic have not produced a coherent body of either empirical or theoretical knowledge. In particular, the empirical studies have produced results, some of which are contrary to theoretical predictions, others which contradict previous findings, and an increasing number which indicate that results are significantly affected by the cultural context within which a study is conducted. A detailed reading of French and Raven’s (1959) paper shows it to be less rigorous than would be expected of such a frequently cited and influential paper, but also that its application to organisational studies of power is questionable. This paper provides the first critique of this well-established research field and argues that the extensive use of French and Raven has been detrimental in limiting the conceptualisation of power that informs our understanding of the phenomenon.

When people take action ...:mainstreaming malcontent and the role of the celebrity institutional entrepreneur

Abstract As the challenges of sustainability intensify at a global level, it is becoming increasingly more important to encourage, support and promote the mainstream adoption of mindful and ecologically viable consumption. Drawing on institutional theory and an interpretive investigation of a UK Channel 4 television documentary, namely Hugh Fearnley-Whittingstall’s Fish Fight, we explore a relatively widespread phenomenon, the celebrity campaign. We consider how such campaigns galvanise mainstream malcontent by creating mythic plots, personalising adversaries and framing issues to encourage articulation of malcontent. Although malcontent may be fleeting, we argue that this can set in motion institutional change towards sustainable production and consumption. Celebrity campaigns demonstrate the dynamic and interrelated character of consumer and industry groups in a way that might inform other change efforts.

Making a market for male dairy calves : alternative and mainstream relationality

ABSTRACT The article uses actor network theory and the field of market studies to take a processual and relational approach to the alternative/mainstream food duality. Questions about how food systems or products make claim to be of the alternative or mainstream, and to what consequence, underpin the study. Analysis traces the making and shaping of two market versions for male dairy calves, a by-product of the dairy industry, often treated as ‘waste’ in the UK. Analysis focuses on the assemblage of actors, the breaking of matters of fact and shaping and communication of concerns, and at actions. Contrary to many approaches to the alternative, focus is paid to overlap between systems, knowledge and actors and simultaneous development of two products. From this, the ethicality of the mainstream, the continued duality and its consequences are discussed. Beyond seeing mainstream/alternative as co-constituted constructs, the two are symbiotic, mutually supportive and implicated in the circuit of culinary capital.

Rejoinder to Hunt’s ‘The bases of power approach to channel relationships’

Abstract The critique of Blois and Hopkinson presented by Hunt is examined. Hunt argues that Blois and Hopkinson: make criticisms of the power-base approach in channels of distribution research; that these criticisms can be categorised under five headings; and, that each of these criticisms is suspect. This rejoinder examines each of Hunt’s claims and argues that they are not fully convincing.

Bodysnatching in the marketplace: Market-focused health activism and compelling narratives of dys-appearance

This article theorizes how market-focused health activism catalyses market change through revealing the ill-effects that consumers’ conformity with market-shaped expectations and ideals has on their bodies and embodied lives. An understanding of this activism is developed by analysing a vicarious form of ‘bodily dys-appearance’ which is used in Jamie Oliver’s televised documentary, Sugar Rush (2015), to narratively provoke corporeal anxieties among audiences. In our analysis, we borrow tropes from the science fiction film, Invasion of the Body Snatchers, to interpret themes centred on a threat, a victim and a hero. We argue that market-focused health activism problematizes the neo-liberal logic of personal responsibility and promotes market intervention as the only means to insulate and safeguard the body from harm. Where extant theorization of consumers’ antagonism towards the market hinges mostly on politically or intellectually motivated resistance, this article demonstrates how somatically oriented concerns operate alternatively to invoke activism.