Past events

Research Seminar by Ignazio Ziano - April 26th 10.30 - 12.00

The Department of Marketing at the Faculty of Business and Economics kindly invites you for a research seminar by Ignazio Ziano (Department of Marketing, Grenoble Ecole de Management) on the topic “Choosing More Food for Others” (see abstract below). If you are interested in joining us please fill in the registration form before 19/04/2022

WHEN 26/04/2021 from 10.30 – 12.00 in room C.001 (City campus).  

ABSTRACT Consumers’ portion size choices are important, both because portion sizes are a major contributor to obesity and because such choices can contribute to food waste. Yet existing research has largely focused on consumers’ portion size choices for themselves—even though consumers often choose for others. Fifteen studies (with French, British, and U.S. American participants) examine portion size choices for others across multiple contexts, asking: Do consumers choose larger or smaller portion sizes for others, compared to various benchmarks—(1) how much they choose for themselves, (2) how much others want to receive, and (3) predictions about how much others actually want to eat? The authors find that consumers choose larger portion sizes of food for others in three main choosing-for-others contexts—everyday favors, gift-giving, and joint consumption. Consumers’ desire to be polite in the face of uncertainty about others’ consumption is one driver of this phenomenon. In the fourth main choosing-for-others context—the care-giving context (which is characterized by responsibility, rather than politeness, considerations), consumers only choose larger portions of healthy food, not unhealthy food, for others. This research thus offers both theoretical and practical contributions to understanding choices for others and portion size choices, identifying one potential cause of consumer over-eating, consumer food waste, or both.

More information about Ignazio’s research:

Looking forward to seeing you there!

Yana Avramova

PhD Defenses - 2020

  • PhD defense Bram Roosens - "Aligning expectations and marketing communications for multi-stakeholder innovation networks." - 24 January 2020 - Abstract

PhD Defenses - 2019

  • PhD defense Freya De Keyzer - "Brand Communication on Social Networking Sites." - 8 October 2019 - Abstract

PhD Defenses - 2018

  • PhD defense Kristien Daems - "Online advertising to children & teenagers: Perspectives of youngsters, advertisers and parents." - 31 August 2018 - Abstract

PhD Defenses - 2017

  • PhD defense Tine Lewi - “Early diagnosis messages for secondary prevention: drivers for awareness, engagement and participation application to breast cancer screening and Alzheimer's disease.” - March 13, 2017 - Abstract
  • PhD defense Yana R. Avramova - “Brands in books: the effects of brand placement in written narratives.” - March 9, 2017 - Abstract

PhD Defenses - 2016

  • Phd defense Charlotte Reypens - “Better together? The pathways and roadblocks to value creation in multi-stakeholder innovation networks.” - November 24, 2016 - Abstract
  • PhD defense Sarah De Meulenaer – “Cross-cultural differences in consumer responses to marketing communications and branding.”- April 27, 2016  - Abstract
  • PhD defense Sarah Van Oerle – “Value co-creation in online health communities: the role of participants' posts, network position and behavioral patterns.” - March 9, 2016 - Abstract
  • PhD defense Leonids Aleksandrovs - “Design and validation of models for media mix investment optimization.” - February 17, 2016 - Abstract

PhD Defenses - 2015

  • PhD defense Yann Verhellen - "Consumer's Responses to Brand Placement in Online and Offline Media" - March 3, 2015 - Abstract

PhD Defenses - 2014

  • PhD defense Ivana Busljeta Banks - "A cross-cultural investigation of probability markers in advertising claims" - October 28, 2014 - Abstract
  • PhD defense Kande Kazadi - "Stakeholder cocreation during the innovation process: the role and impact of capabilities from a firm and customer perspective" - September 30, 2014 - Abstract
  • PhD defense Ingrid Moons - "The role of emotions and symbolic brand associations in the adoption process of the electric car" -  September 3, 2014 - Abstract
  • PhD defense Mahdi Rajabi - "Cross-cultural experiments on the effectiveness of advertising adaptation" - April 24, 2014 - Abstract

PhD Defenses - 2013

  • PhD defense Nathalia A. Purnawirawan - "Consumer responses to Positve and Negative Online Reviews" - December 12, 2013 - Abstract

SIG "Innovation & Stakeholders": Shaping Markets in Multi-Stakeholder Contexts

Emac 48th Annual Conference, Hamburg, 29-31 May, 2019

Organizers: EMAC SIG Innovation and Stakeholders
Paul H. Driessen, Radboud University
Bas Hillebrand, Radboud University and Nyenrode Business Universiteit
Annouk Lievens, University of Antwerp

In cooperation with ANZMAC SIG MASHIN
Julia Fehrer, University of Auckland Business School
Roderick Brodie, University of Auckland Business School
Suvi Nenonen, University of Auckland Business School
Kaj Storbacka, University of Auckland Business School
Carolin Plewa, University of Adelaide

Recent studies in the innovation literature suggest that innovating firms actively engage in securing the supportive behavior of not only customers, but also a wide variety of other (non-)market stakeholders (such as the media, co-suppliers, government, and technical institutes) to cocreate a market for their innovation (e.g., Aarikka-Stenroos et al. 2014; Giesler 2012). For a broad array of innovations – radical innovations in particular – these markets do not exist and need to be adapted or have to be shaped together with a variety of different stakeholder networks.

The topic of market shaping first emerged in work on market-driving strategies that distinguishes proactive market-driving from reactive market-orientation (Jaworski, Kohli and Sahay 2000; Kumar, Scheer and Kotler 2000; Narver, Slater and MacLachlan 2004). However, conceptualizations of markets have advanced a good deal since the early 2000's. Markets are increasingly portrayed as socially constructed (Araujo 2007; Aspers 2009; Geiger, Kjellberg and Spencer 2012; Kjellberg et al. 2012; Layton 2014, Rosa et al. 1999) and, therefore, as plastic and malleable (Nenonen et al. 2014). Markets are viewed as systems that emerge and continuously shape and being shaped by institutions and institutional arrangements (Vargo and Lusch, 2016; Vargo et al. 2017). These developments in the conceptualization of markets and market-shaping open up completely new opportunities for firms to engage in activities aimed at influencing the market to improve value cocreation.

This (third) session of the Emac Special Interest Group (SIG) “Innovation and stakeholders” aims to discuss and encourage research on shaping markets in multi-stakeholder contexts. This session is organized by the Emac SIG “Innovation and Stakeholders” in cooperation with the ANZMAC SIG “MASHIN: Market Shaping and Innovation”. The Emac SIG “Innovation and stakeholders” focuses on how the marketing discipline can contribute to an enhanced understanding of innovation. It aims for establishing a broad group of scholars interested in innovation, stakeholder marketing, market system dynamics, and cocreation.
This SIG session brings together researchers interested in innovation from a multi-stakeholder perspective and a market shaping perspective. While these two perspectives have their own history, theoretical foundation and lexicon, we believe that discussing these views offers new possibilities for each perspective to enrich and refine their conceptualizations and thereby developing a strong theoretical foundation for future research in the field of systemic innovation and market shaping. The session will start with three short (15 min) presentations as an introduction to a panel discussion (30 min) where renowned researchers reflect on each other’s ideas and take answers from the audience.

  1. Market creation for innovations; a literature review (15 mins) - Niels Sprong, Radboud University, The Netherlands
    • While the marketing literature traditionally views the market as a given, it is increasingly moving toward viewing markets as being actively performed and created. As this view on markets seems to be picking up steam, the question arises what can be learned from the extant literature for studying the marketing of products that need new market creation or extensive
      market change. This article therefore maps the marketing literature on “market creation”, and provides a comprehensive overview and systematic review of this literature.
  2. Market-shaping: firm-level capabilities and strategy patterns (15 mins) - Suvi Nenonen & Kaj Storbacka, University of Auckland Business School, New Zealand
    • Based on in-depth analysis of 21 market-shaping firms, we provide a comprehensive categorization of capabilities needed for market-shaping and synthesize a conceptual model that describes the process and outcomes. Additionally, our analysis identified four recurring patterns of activities that appear form the basis for most market-shaping strategies.
  3. Radical innovation and market creation (15 mins) - Leena Aarikka-Stenroos, Tampere University (TUNI), Finland
    • Based on qualitative multiple case studies we analyze how stakeholders are involved and engaged in market creation for radical innovations in the health care and sustainability/Circular Economy settings. We identify the diverse stakeholders, their institutional logics and roles, and contributions to market creation and discuss implications at micro and system levels.

Panel discussion (30 mins)

Ajay Kohli, Georgia Institute of Technology, USA
Shikhar Sarin, University of Waikato, New Zealand
Suvi Nenonen, University of Auckland Business School, New Zealand
Leena Aarikka-Stenroos, Tampere University of Technology, Finland
Bas Hillebrand, Radboud University, Netherlands & Nyenrode Business Universiteit The Netherlands
Paul Driessen, Radboud University, The Netherlands

Moderated by: Julia Fehrer, University of Auckland Business School, New Zealand

LTAS 2017

    <li><strong>Workshop &quot;Let&#39;s Talk About Service&quot; - LTAS 2017 - Antwerp - December 7-8, 2017</strong></li>

<p>Theme &quot;Young service researchers got talent: bridging academia and business&quot;<br />
Business and academic mentors guide you to develop academically rigorous service research to answer business problems.<br />
Website:&nbsp;<a href=""></a></p>