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Ukukhothana: Conspicuous consumption and destruction in an emerging economy
KTH, Skolan för industriell teknik och management (ITM), Industriell ekonomi och organisation (Inst.). Gordon Institute of Business Science University of Pretoria, South Africa.ORCID-id: 0000-0001-6117-4408
GIBS, University of Pretoria.
2019 (engelsk)Inngår i: Journal of Business Research, ISSN 0148-2963, E-ISSN 1873-7978Artikkel i tidsskrift (Fagfellevurdert) Accepted
Abstract [en]

This study investigates “ukukhothana” as a form of conspicuous consumption and destruction among poor black youth in South Africa. In highly-stylized public displays, competing crews gather to flaunt and taunt: they parade their wealth—typically luxury brands, but also cash—while boasting of their superiority. The displays culminate with acts of conspicuous destruction during which the luxury products are ripped, smashed, or burned. Based on qualitative research conducted in several townships, including depth interviews and observation, this study yields insights into the main features of ukukhothana as well as the drivers for engaging in this behavior. We identify three drivers: costly signaling, sexual signaling, and elements of power and powerlessness. Ukukhothana diverges from other forms of conspicuous consumption as it is both a stylized art form and a subversive form of power and resistance to the conditions of structural poverty.

sted, utgiver, år, opplag, sider
London, 2019.
Emneord [en]
Ukukhothana, Conspicuous Consumption, Conspicuous Destruction, Emerging Markets.
HSV kategori
Forskningsprogram
Företagsekonomi
Identifikatorer
URN: urn:nbn:se:kth:diva-259987OAI: oai:DiVA.org:kth-259987DiVA, id: diva2:1354071
Merknad

QC 20191001

Tilgjengelig fra: 2019-09-24 Laget: 2019-09-24 Sist oppdatert: 2019-12-09bibliografisk kontrollert
Inngår i avhandling
1. Deconstructing value: The role of resource access in determining value processes and value outcomes at different stages of the consumption journey
Åpne denne publikasjonen i ny fane eller vindu >>Deconstructing value: The role of resource access in determining value processes and value outcomes at different stages of the consumption journey
2019 (engelsk)Doktoravhandling, med artikler (Annet vitenskapelig)
Abstract [en]

Defining value has been an ongoing task for marketing scholars. Some researchers assert that the difficulty of gaining consensus on value is because value is multidimensional while the discipline attempts to view it holistically. Value has been deconstructed into a three spheres and occasions, namely the provider sphere, the joint sphere and the customer sphere. The current research sought to build on their model. Here it is posited that different value outcomes occur at different stages of the consumption process. The central question is therefore: is value better understood as a series of outcomes across the consumption journey than one holistic evaluation?

Extant literature has increasingly sought to formalise how context shapes value. Value is created by integrating resources, and resources are not evenly distributed in any society. The current research has incorporated resource access and individual agency as the processes of value creation that shape value outcomes. The following research questions emerged:

 

RQ1: How does resource access affect consumer agency and power?

RQ2: How can resource networks be used to design a value proposition?

RQ3: How does differential access to resources impact value during the acquisition process?

RQ4: How can active resource destruction provide value outcomes?

 

The empirical part of this research covered four papers, one of which was a conceptual paper. Two followed the interpretivist paradigm and a qualitative approach. Such an approach is strongly advocated in the literature on value. A fourth utilised the objective paradigm and followed a quantitative approach. Each approach was deemed best to suit the research question.

The contribution to the body of knowledge is to establish how resources influence value creation processes and outcomes in three separate stages of the consumption lifecycle: value proposition development, value-in-acquisition and value-in-disposal. An additional sphere, termed the consumer sphere, was added to Grönroos and Voima’s existing three spheres (producer, joint and customer).

The document is organised as an overall introduction to the research narrative of four related published papers. The document opens with a chapter providing an overview, followed by a chapter on the literature review, a methods chapter and a chapter of findings. The four papers follow under Chapter 5 at the end. Three of these papers have been published; one is being revised to be resubmitted.

sted, utgiver, år, opplag, sider
Stockholm: KTH Royal Institute of Technology, 2019. s. 169
Serie
TRITA-ITM-AVL ; 31
Emneord
Consumer value journey, institutional arrangements, resource access, value creation outcomes, value creation processes, value deconstruction, value-in-acquisition, value-in-destruction.
HSV kategori
Forskningsprogram
Företagsekonomi; Industriell ekonomi och organisation
Identifikatorer
urn:nbn:se:kth:diva-261210 (URN)978-91-7873-327-9 (ISBN)
Disputas
2019-11-25, F3, Lindstedtsvägen 26, Stockholm, 08:30 (engelsk)
Opponent
Veileder
Tilgjengelig fra: 2019-10-30 Laget: 2019-10-03 Sist oppdatert: 2019-12-09bibliografisk kontrollert

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