Love in Translation: The Co-Creation of Valentine's Day as a Market-Mediating Ritual
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2015-05
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University of Hawaii at Manoa
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The purpose of this dissertation is to understand how market rituals spread within and between distinct cultural contexts, and how this process occurs in value co-creating service ecosystems. By integrating service-dominant (S-D) logic and the markets-as-practice framework, this study traces key micro, meso, as well as macro-level market practices to explore the systemic and collaborative aspects of market creation. The research project contributes to marketing scholarship by proposing a fractal model of market co-creation, which offers an alternative way of understanding markets that shifts away from a diffusion of goods perspective to a translation of practice approach. This study contributes to early efforts to conduct empirical work inspired by the S-D logic perspective. Specifically, the study explores the contested practice of Valentine’s Day in the emerging market of Indonesia as a means to investigate the dynamic multi-level processes of practice translation and institutionalization.
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Valentine's Day, Marketing
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Indonesia
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Theses for the degree of Doctor of Philosophy (University of Hawaii at Manoa). Business
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