Actionable Marketing Knowledge: A Close Reading of Representation, Knowledge and Action in Market Research

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Diaz Ruiz , C & Holmlund , M 2017 , ' Actionable Marketing Knowledge: A Close Reading of Representation, Knowledge and Action in Market Research ' , Industrial Marketing Management , vol. 66 , no. October , pp. 172-180 . https://doi.org/10.1016/j.indmarman.2017.08.005

Title: Actionable Marketing Knowledge: A Close Reading of Representation, Knowledge and Action in Market Research
Author: Diaz Ruiz, Carlos; Holmlund, Maria
Contributor: Hanken School of Economics, Marketing, Vaasa
Hanken School of Economics, Marketing, Helsinki
Belongs to series: Industrial Marketing Management
ISSN: 0019-8501
Abstract: This paper conceptualizes the notion of actionable marketing knowledge by investigating how market researchers produce and justify actionable recommendations for their clients. We build upon the market practices approach, as well as a close reading of market research reports, to conceptualize the rhetorical strategies used to guide firms into action. The findings show three rhetorical strategies: First, framing managerial anomalies draws managerial attention to perplexing situations. Second, loading instruments with meaning develops a narrative in which charts and tables “speak for themselves.” Third, signposting prescriptions reduces interpretive flexibility by encoding guidelines within the text intended to lead readers to an intended interpretation. The relevance for business marketing is that by studying the ways representations are encoded in business reports, business scholars can better understand knowledge calibration in the theory-praxis gap.
Date: 2017-09-21
Subject: 512 Business and Management
Business, Markets and Societal Dynamics
Marketing Logics and Strategizing
KOTA2017
PREM2017_12
0 - Not open access
1 - Self archived
https://helda.helsinki.fi/dhanken/handle/10227/406691
1- Minst en av författarna har en utländsk affiliation
1- Publicerad utomlands
0- Ingen affiliation med ett företag
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