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Cultural congruency and shocking buzz campaigns: contrasting the opinions of professionals and consumers

Author

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  • Amirreza Mehraramolan

    (University of Bradford, School of Management)

Abstract

There are many different explanations of customer centricity, and many people are in support of that concept whereas many others are against it. Different meanings can be found for customer centricity in literature. Which one could be the proper and most reliable one? Most of the views on customer centricity are based on foundational philosophical approaches and many different patterns are set as a guideline for the organizations which are willing to be customer-centric. In this paper, the aim is to look at the customer centricity phenomenon from the postmodernist point of view. The question of this study is linked to an anti-foundational philosophical approach (postmodernism) and it is shown how different the answers could be based on the philosophy approach that we choose. To collect the data, 10 in-depth interviews were done with senior business managers of customer-centric organizations in Iran. The results showed completely different answers from the postmodernist point of view.

Suggested Citation

  • Amirreza Mehraramolan, 2016. "Cultural congruency and shocking buzz campaigns: contrasting the opinions of professionals and consumers," Journal of Marketing and Consumer Behaviour in Emerging Markets, University of Warsaw, Faculty of Management, vol. 1(3), pages 34-41.
    • Handle: RePEc:sgm:jmcbem:v:1:i:3:y:2016:p:34-41
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    File URL: http://www.wz.uw.edu.pl/portaleFiles/5708-journal-of-m/no_3/JMCBEM_1%283%29-2016_3Mehraramolan.pdf
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    More about this item

    Keywords

    postmodernism; positivism; customer centricity; phenomenology.;
    All these keywords.

    JEL classification:

    • M10 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - General
    • L10 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - General

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