"Improved Countenance": Capitalist Relations in Mansfield Park

There is no neat division between the economic and the domestic. Not only are they connected, but their meaning, structure, and value are decidedly conditioned by one another. Yet, since it is capitalism’s nature to conceal exploitation, domesticity becomes outwardly coded as the domain of tradition, despite the productive forces of the market shaping domesticity through the process of social reproduction. Lise Vogel asks how the worker is produced in capitalism, analyzing the peculiar way women are exploited in this process. Using Vogel’s theory of labor and Marx’s analysis of commodity fetishism, this thesis analyzes Jane Austen’s Mansfield Park as a remarkable and salient example of capitalist relations invading and determining the realm of the domestic in the early 19th-century. At the beginning of the novel, Fanny Price, the protagonist of the novel, is intimately involved in social reproduction, but when she is displaced to the extravagant halls of Mansfield Park, her uncle’s estate, she enters the commodity sphere and becomes an ideological weapon, emptied out of her original and unique value to fervently justify the ruling class's power.

Market-shaping phases—a qualitative meta-analysis and conceptual framework

This study explores the potential existence of reoccurring patterns in market-shaping processes by employing a qualitative meta-analysis to analyze 79 case studies on market-shaping. Through the evidence-based synthesis of qualitative data, we extract 20 generalized market-shaping activities that inform and form the foundation of a three-phased market-shaping process. This conceptual framework divides the market-shaping process into the phases of infusion, formation and retention. By applying our conceptual framework to the qualitative dataset, we explore the presence of market-shaping phases and provide further insights into the interdependences and dynamics between multiple, simultaneously occurring, market-shaping processes. By providing a structured market-shaping process, we attempt to reduce the overall complexity of the market-shaping phenomenon and facilitate the operationalization of the phenomenon for further market-shaping research. Additionally, our conceptualization provides practitioners with a framework to analyze the market-shaping efforts of other market actors and support the design of their own market-shaping strategies.

Transformative Branding: A Dynamic Capability To Challenge The Dominant Social Paradigm

In response to calls by macromarketing scholars, this article introduces transformative branding to demonstrate how branding—a process traditionally conceptualised at the firm level to achieve marketing management outcomes—can contribute to both market and societal systems. We define transformative branding as a dynamic capability deployed by firms as a prosocial process to facilitate stakeholder co-created brand meanings that draw on hybrid market and social logics. We contend that transformative branding encompasses two market-shaping activities, which drive macro-level change according to hybrid logics: (1) leadership i.e., building a vision for transformation and (2) collaborative coupling i.e., implementing transformation with stakeholders. Shaping the market and society in this way creates opportunities for transforming economic, regulatory, socio-cultural, and political environments, whereby transformative branding works to challenge the dominant social paradigm from within the market system. We conclude with a cautionary note about the potential of branding as a force for good.

Air-travel services industry in the post-COVID-19: the GPS (Guard-Potentiate-Shape) model for crisis navigation

Purpose Extant crisis response literature focuses on the survival and adaptation efforts of organizations, leaving the opportunity of deploying more proactive market-shaping strategies unexplored. This paper aims to examine the early strategic responses deployed by air-travel services players for navigating through the COVID-19 pandemic. Design/methodology/approach Drawing on a qualitative case study and grounded theory methods, this research analyzes how DUBZ – a purposefully selected company operating in the air-travel services sector in the emirate of Dubai (UAE) – responded to the coronavirus disruption. Findings Using this unique case as a basis for grounded theorizing, a framework was developed for understanding how air-travel service providers can effectively navigate through the crisis – the guard-potentiate-shape model. The advanced model suggests that in times of disruption, industry players should adopt several strategies to: guard against failure; potentiate innovative change; and shape the future design of air-travel services. An outcome of forward-looking shaping strategies that may define the new post-pandemic normal in the air-travel services sector constitutes the idea of “scattered/diffused airports” with a modified design of airport services architecture. Originality/value The insights from the grounded theoretical framework contribute to both the empirical research on crisis management and the nascent literature on market-shaping strategies. Air-travel services organizations may learn how to increase their resilience and build new industry normalcy in the post-disruption period.

Overcoming the business model transformation dilemma: exploring market shaping and stabilizing strategies in incumbent firms

Purpose The purpose of this paper is to extend the knowledge on business model transformation (BMT) by developing an integrative framework for BMT dilemmas, including strategies for shaping and stabilizing market structures. Design/methodology/approach The study uses a case-based approach, with data from the Swedish electric utility industry. Findings The findings uncover practices related to both shaping and stabilizing market structure. The study contributes with insights for firms to overcome the BMT dilemma. Shaping strategies involve disruptive innovations while stabilizing strategies concerns incremental improvements in existing structures; by balancing these efforts, firms can find ways toward successful BMT. Originality/value With a focus on incumbent firms and the balancing act of BMT in a network, the study covers areas that have scarcely been addressed in the existing literature. Even though most business model literature has focused on shaping consumer markets, the need to consider BMT as a dual-directional process in an industrial context is emphasized in this study.