Modern Marketing in Disguise: Creating Value Connections Between Companies and Consumers
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UvA-DARE (Digital Academic Repository) Modern marketing in disguise: creating value connections between companies and consumers Mossinkoff, M.R.H. Publication date 2012 Document Version Final published version Link to publication Citation for published version (APA): Mossinkoff, M. R. H. (2012). Modern marketing in disguise: creating value connections between companies and consumers. General rights It is not permitted to download or to forward/distribute the text or part of it without the consent of the author(s) and/or copyright holder(s), other than for strictly personal, individual use, unless the work is under an open content license (like Creative Commons). Disclaimer/Complaints regulations If you believe that digital publication of certain material infringes any of your rights or (privacy) interests, please let the Library know, stating your reasons. In case of a legitimate complaint, the Library will make the material inaccessible and/or remove it from the website. Please Ask the Library: https://uba.uva.nl/en/contact, or a letter to: Library of the University of Amsterdam, Secretariat, Singel 425, 1012 WP Amsterdam, The Netherlands. You will be contacted as soon as possible. UvA-DARE is a service provided by the library of the University of Amsterdam (https://dare.uva.nl) Download date:06 Oct 2021 Modern marketing in disguise: creating value connections between companies and consumers Marco Mossinkoff 2 3 Modern marketing in disguise: creating value connections between companies and consumers ACADEMISCH PROEFSCHRIFT ter verkrijging van de graad van doctor aan de Universiteit van Amsterdam op gezag van de Rector Magnificus prof. dr. D.C. van den Boom ten overstaan van een door het college voor promoties ingestelde commissie, in het openbaar te verdedigen in de Aula der Universiteit op vrijdag 16 november 2012, te 11:00 uur door Marco Robertus Hendricus Mossinkoff geboren te Prato, Italië 4 Promotiecommissie Promotor: Prof. dr D. Jacobs Overige leden: Prof. dr. N. Wijnberg Prof. dr. J. W. Duyvendak Prof. dr. M. de Jong Prof. dr. J. Raessens Prof. dr. ir. M. A.A.M. Leenders Faculteit: Economie en Bedrijfskunde Dit proefschrift is mede tot stand gekomen dankzij de bijdrage van de Hogeschool van Amsterdam. In het bijzonder van het Amsterdam Fashion Institute en van Create-IT, het kenniscentrum van het domein media, creatie en informatie. Copyright © Marco Mossinkoff 5 “There is no such thing as a wrong note” Art Tatum “Jazz ties in well with various aspects of thinking chaos theory” Brian Eno 6 Preface ................................................................................................................................................... 10 Chapter 1 Introduction .................................................................................................................. 14 1-1 Introducing the introduction ...................................................................................................... 14 1-2 The marketing crisis and some solutions ................................................................................... 16 1-3 Marketing as cultural signification ............................................................................................ 20 1-4 Fashion as an economic system of cultural innovation ............................................................. 23 1-5 The emancipated consumer ....................................................................................................... 25 1-6 Research question ...................................................................................................................... 27 1-7 Research object(s) ..................................................................................................................... 28 1-8 Empirical approach .................................................................................................................... 29 1-9 Set-Up, and down ...................................................................................................................... 31 Chapter 2 The Glue Value of Brands ............................................................................................. 34 2-1 Introduction ............................................................................................................................... 34 2-2 Modernism, Postmodernism and Hypermodernism .................................................................. 36 2-3 The HyPo dimension ................................................................................................................. 38 2-4 Why Values? ............................................................................................................................. 47 2-5 The origin of value .................................................................................................................... 50 2-6 Individualism is not individualisation ....................................................................................... 56 2-7 Inter-ago ergo sum ..................................................................................................................... 59 2-8 How brands and microcultures intertwine ................................................................................. 64 2-9 Glue Value: The strength of small signs ................................................................................... 67 2-10 Conclusion ............................................................................................................................. 71 Chapter 3 Methodology and Frameworks ...................................................................................... 74 3-1 Introduction ............................................................................................................................... 74 3-2 Methodological diatribes ........................................................................................................... 75 3-3 The research process: inferring meaning from data .................................................................. 79 7 3-4 An integrated research framework ............................................................................................ 81 3-5 The cases ................................................................................................................................... 88 3-6 A fuzzy-interpretive approach to measurement ......................................................................... 91 3-7 Conclusion ................................................................................................................................. 93 Chapter 4 Diesel: Not that stupid ................................................................................................... 96 4-1 Introduction ............................................................................................................................... 96 4-2 From Diesel Planet to Diesel Island .......................................................................................... 98 4-3 A Diesel mindset ..................................................................................................................... 100 4-4 Timing is of the essence .......................................................................................................... 103 4-5 The branding pyramid ............................................................................................................. 109 4-6 Wanna play? ............................................................................................................................ 120 4-7 Un-stuck in the middle ............................................................................................................ 123 4-8 Conclusion ............................................................................................................................... 127 Chapter 5 Innocence Lost ........................................................................................................... 130 5-1 Introduction ............................................................................................................................. 130 5-2 A marriage of convenience ...................................................................................................... 130 5-3 Rebels with a cause ................................................................................................................. 134 5-4 An Innocent Smoothie face ..................................................................................................... 141 5-5 Co-opting ideas ........................................................................................................................ 145 5-6 Border line dis order s? .............................................................................................................. 149 5-7 All too human… ...................................................................................................................... 152 5-8 Conclusions ............................................................................................................................. 157 Chapter 6 Mini: a small friend or a big brother? ......................................................................... 160 6-1 Introduction ............................................................................................................................. 160 6-2 From BMC to BMW ..............................................................................................................