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EDHEC Marketing Research Centre - InteraCT: Marketing strategies and cultural approaches to consumption
| Lisa Peñaloza is Director of the InteraCT Research Center, EDHEC Business School, Lille, France, and Coeditor of Consumption, Markets, and Culture. She teaches courses in cultural marketing strategy and policy, qualitative research methods, and consumer culture. |
Vision and Values
- Globalization entails new forms of competitions from emerging countries (the so called emerging giants) that used to compete fiercely on price, but that have now also gained the capability to research and develop innovative offerings and business models;
- Globalization also makes it imperative for companies to be able to deal with customers with other mindsets, habits and customs, i.e. other cultures, because the flat growth in developed countries has to be compensated for by sources of growth in emerging countries;
- Customers become more and more active in their relationships to firms, are more and more volatile, overwhelmed with competitive offerings that more often than not they don't value;
- The increasing speed of technological development, the need for sustainable strategies, the growing concern for social responsibility is also deeply altering the face of business in general and marketing in particular.
The particular assumption of InteraCT Research center is that some responses to these challenges lie within the ability of firms to be more nimble in the way they understand consumers' situation and in the way they propose valuable offerings to them.
The purpose of the research centre is then to provide a better understanding of the value and meaning creation process.
Mainstream academic research provides only partial guidelines to this aim, because of a narrow perspective on consumers (decision making perspective) and on marketing (influence perspective).
Then, our research perspective draw upon a recent and major shift in marketing and consumer research, namely the Cultural Customer Theory that integrates fully the socio-cultural and dynamic dimensions of consumer behaviour (Thompson and Arnould, 2005) and the Service Dominant Logic of Marketing, that consider consumer value production as a cocreation between consumers and the firm (Thompson and Arnould, 2005; Vargo and Lusch, 2004).
Figure 1. A framework of our research perspective
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