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It’s a secret: Marketing value and the denial of availability
KTH, School of Industrial Engineering and Management (ITM), Industrial Economics and Management (Dept.), Industrial marketing.
2014 (English)In: Business Horizons, ISSN 0007-6813, E-ISSN 1873-6068, Vol. 57, no 1, 49-59 p.Article in journal (Refereed) Published
Abstract [en]

Marketing thrives on secrets, yet surprisingly little formal attention has been paid to how the marketing of secrecy and the secrecy of marketing can play a significant role in contemporary organizations. We draw upon the fields of organizational studies, psychology, and marketing to develop a typology of secrets that reflects their marketing value and their knowledge value. Marketing secrets can have value to the firm (strategic value), to the customer (marketing value), or to both parties. Based on these two dimensions, we identify four different types of marketing secrets: (1) appealing secrets have high strategic value, as well as high marketing value; (2) mythical secrets mean little to the firm but a tot to the customer; (3) plain secrets are critical to the firm but are irrelevant to customers; and (4) weak secrets have neither strategic value nor marketing value. Our typology enables academics to formulate research questions regarding secrecy in marketing, and serves as a guide for practitioners in the construction of strategies that can exploit the strategic value of secrets by 'romancing' them, and increase their knowledge value by 'educating' the secrets.

Place, publisher, year, edition, pages
2014. Vol. 57, no 1, 49-59 p.
Keyword [en]
Denial of availability, Marketing, Marketing secrets, Marketing value, Secrecy
National Category
Economics and Business
URN: urn:nbn:se:kth:diva-138283DOI: 10.1016/j.bushor.2013.09.001ISI: 000330156200007ScopusID: 2-s2.0-84890861086OAI: diva2:680698

QC 20140129

Available from: 2013-12-18 Created: 2013-12-18 Last updated: 2014-02-21Bibliographically approved

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