Michaela Haase

Property Rights Design and Market Process: Implications for Market Theory, Marketing Theory, and S-D Logic

This article highlights the relevance of property rights theory for the development of market and marketing theory from the perspective of service-dominant (S-D) logic. The outcome that market actors promise to cocreate depends on the property rights arrangement characterizing a transaction. Within the institutional framework of an economy, and based on an analysis of contract types and transaction arrangements, the authors explain how property rights both enable and constrain the achievement of the actors’ objectives. In addition, the authors discuss the consequences of property rights designs for the domain of marketing theory and elucidate the implications for S-D logic that can be derived from a property rights perspective.

The common ground of relationships and exchange: towards a contractual foundation of marketing

Purpose – The aim of this paper is to argue for an explicit foundation of market exchange on person‐to‐person relationships as an alternative to the foundation on person‐to‐goods relationship underlying the exchange model inherited from neoclassical economics and classical contract law and used in a large significant share of marketing studies.Design/methodology/approach – The paper provides a unifying theoretical framework to the analysis of transactions and relationships that links institutional approaches from economics, sociology, and law.Findings – Relational contract theory provides a common ground for phenomena studied by both traditional exchange‐based and relationship marketing approaches. Relational contract theory conceives all types of market exchange as based on person‐to‐person relationships and provides an anchor for institutional, social and economic approaches in marketing.Research limitations/implications – The concept of transaction provides a common foundation for the analysis of marke...

From the Old Economy towards the New Economy: Managing the Transformation from the Marketing Point of View

The customer and his needs are the origin of all value creation. From people no longer producing and consuming in one act arises the division of labor and, thereafter, the requirement of combination of those many single activities undertaken by many different people or organizations. The economy’s stage of development, the creation and distribution of knowledge within the economy, as well as cultural and other historical factors influence the processes of value creation, capture and protection. The transformation from the assumed old economy towards the assumed new economy is a typical example of that.

Male Breadwinner Ideology and the Inclination to Establish Market Relationships Model Development Using Data from Germany and a Mixed-Methods Research Strategy

A pattern found in many marketing systems, “male breadwinning,” is contingent upon overlapping and shared ideologies, which influence the economic organization and thus the type and number of relationships in those systems. Implementing a mixed-methods research methodology, this article continues and extends previous work in macromarketing on the interplay of markets, ideology, socio-economic organization, and family. A qualitative study illuminated the main ideologies behind male breadwinning and a model was developed to advance the theoretical analysis of the phenomenon of male breadwinning. An experiment in the form of a vignette study was subsequently designed and administered. The qualitative study and the vignette study both show ideologies interact in the way individuals make sense of them or allow them to influence their decisions. The results have implications for the way families and markets are organized, such as the supply of labor of men and women and the offerings of care-related public and private services in a broader marketing system.

Pragmatic idealization and structuralist reconstructions of theories

SummaryThe concept of Galilean Idealization is based on a pragmatically grounded relation between universes of so-called real and idealized entities. The concept was developed in the course of a critical discussion of different explications of the concept of idealization (e.g. by W. F. Barr, C. G. Hempel and L. Nowak), these being attempts to specify sufficient syntactic and semantic criterions for idealization. But this line of argument shall not be followed here. Instead, first the concept of Pragmatic Idealization, and as its special case the Galilean one, is presented (1.) and certain aspects of the application of an idealized theory are discussed (2.). Then, working within the Strucuralist View of theories, definitions of the idealized variants of the diachronic theory-element and theory-net are presented (3.).

Economic Responsibility Revisited

This article addresses economic responsibility at the intersection of economics, business ethics, and corporate social responsibility (CSR) studies. We argue that Caroll’s influential CSR models draw on a concept of economic responsibility that is only loosely or indirectly connected to economics. These CSR models are compared with Milton Friedman’s economic approach to social responsibility that does not add much to the business ethics or CSR agendas. We show that John Maurice Clark’s approach to economic responsibility is different from that. His article The Changing Basis of Economic Responsibility (J Polit Econ 24(3):209–229, 1916) is indicative of the early discussion of the social responsibilities of individuals and businesses in the U.S. Clark’s approach to economic responsibility is based on two pillars: the economics of responsibility and the responsibility of economic actors. Drawing on institutional-economic knowledge about what he called significant and responsible causes, Clark aimed at the development of an economics able to address economic change and to inform the working business ethics of economic actors. Clark delineated a vision about a future economy based on responsible economic action and moderate, well-informed public control. Clark’s economics of responsibility can adjust the CSR models in two respects: First, it is an economic approach to economic responsibility more suitable than Friedman’s approach. Second, it criticizes charity as a form of Band-Aid measures and the idea that social responsibility can be conducted voluntarily or as an add-on to economic responsibility. The article concludes that the ideas underlying Clark’s approach are still of importance for understanding economic and social responsibility.

CSR - ein integraler Bestandteil der Management- und Managerausbildung

Ziel des Beitrags ist es, ein Konzept einer integrativen CSR-Managementausbildung vorzustellen, das sich an eine breit definierte Zielgruppe von Managementstudierenden an den Hochschulen richtet. Bei diesen Studierenden kann es sich um Personen mit und ohne Berufspraxis handeln und, soweit Berufspraxis vorhanden ist, kann sie auch auserhalb des Managements erworben worden sein. Wir gehen davon aus, dass die CSR-Managementausbildung an Wirtschaftsfakultaten stattfindet. Es ist jedoch zu beachten, dass auch Absolventen anderer Fakultaten fur Unternehmen oder in Organisationen tatig sind und dort auch Fuhrungsaufgaben ubernehmen. Diese Gruppen bleiben in diesem Beitrag ausen vor. Grundsatzlich ware es jedoch sinnvoll, Studierende auch jenseits der Wirtschaftswissenschaften mit CSR vertraut zu machen.

Verhaltenswissenschaftliche und institutionenökonomische Grundlagen des Marketing: Unterschiede und Gemeinsamkeiten

Institutionenokonomik und Verhaltenswissenschaft haben sich beide als Reaktion auf die bzw. aus der Kritik an der Neoklassik entwickelt. Die Kritik richtete sich dabei auf die Annahmen der Neoklassik und die daraus resultierende beschrankte Anwendbarkeit neoklassicher Modelle auf als relevant wahrgenommene Phanomene oder Probleme der Objektbereiche (Haase 2004). Die verschiedenen Anstrengungen zur Uberwindung der neoklassischen Defizite fuhrten - zunachst stark aus volkswirtschaftlicher Perspektive gepragt - zur Einfuhrung von Transaktionskosten und Property Rights sowie dazu, dass die Entstehung und der Wandel von Organisationen sowie die Aufteilung von Aktivitaten der Koordination auf Markt oder/und Organisation und die in diesem Zusammenhang auftretenden Kooperationsprobleme intensiv untersucht wurden. Die Institutionenokonomik stellt dabei lediglich einen Teil einer weiter angelegten Institutionentheorie dar, die eine gemeinsame Basis verschiedener institutionell gepragter Wissenschaften - Okonomik, Politikwissenschaft, Soziologie - bildet. Diese sind insofern nicht nur durch Uberschneidungen in den Objektbereichen, sondern auch durch Gemeinsamkeiten in der analytischen Vorgehensweise gekennzeichnet. In diesem Grundlagenbereich ist auch die dynamische Institutionentheorie mit ihren Arbeiten zum institutioneilen Wandel und mentalen Modellen angesiedelt. Durch diese Arbeiten werden Problembereiche beruhrt, die uber genuin okonomische Fragen weit hinausgehen und somit Bereiche interdisziplinarer Zusammenarbeit betreffen.

Alternative Economies as Marketing Systems? The Role of Value Creation and the Criticism of Economic Growth:

Actors engaged in alternative economies organize resource transfers, exchange resources (with and without the use of money), and create value. As value creation is a definitional attribute of marketing systems, we examine whether alternative economies fall under the concept of marketing systems. That is, the conceptual framework of the marketingsystems approach applicable to alternative economies must help answer this question, and the approach’s empirical claims must hold true in alternative economies. We refer to the distinction between the conceptual framework of a theory and its empirical claims to substantiate our notion that alternative economies are marketing systems. Informed by the theoretical analysis and insights gleaned from interviews, we suggest modifications of the conceptual framework of the marketing-systems approach to improve or extend its applicability to alternative economies.

From the Economics of Responsibility to Economic Responsibility: Introduction

This introduction provides an overview on the content of John Maurice Clark’s article The Changing Basis of Economic Responsibility and the contributions to the book Economic Responsibility – John Maurice Clark: A Classic on Economic Responsibility. At the beginning, the introduction provides reasons for the specification of a concept of economic responsibility that stems from economic theory. Taking Clark’s perspective, it analyzes the social and economic changes in the US at the turn of the last century and their consequences for economic theory and practice. Clark was striving for the development of an economics of responsibility and a change in the working business ethics. The social and economic changes Clark faced in the US are described with respect to metaphysics, loci of responsibility, and social responsibility. Differences in the understanding of individual, collective, and social responsibility are addressed as well. This introduction further devotes attention to the close relationship of Clark’s works on economic responsibility and social value; economic value and social value; and individual control and public control. The final section introduces the reader to the articles in the collected volume.