Mine Ucok Hughes | California State University, Los Angeles (original) (raw)
Papers by Mine Ucok Hughes
ACR North American Advances, 2017
Markets, globalization & development review, 2018
Journal of International Marketing, Nov 10, 2020
Qualitative Market Research: An International Journal, Sep 14, 2015
On the horizon, Oct 1, 2018
Purpose This paper aims to argue for a need for a paradigm shift in business education that would... more Purpose This paper aims to argue for a need for a paradigm shift in business education that would move the focus of curriculum away from profit maximization at all costs to incorporation of principles of sustainability. Design/methodology/approach This is a conceptual paper that argues for a major shift in business education, one that not only incorporates diversity and interdisciplinarity and integrative learning at its core, but also does not superficially conflate sustainability with corporate social responsibility and/or business ethics. Findings This paper discusses the broader concepts of diversity, integrative learning and interdisciplinarity related to curriculum design and several approaches for integrating a broadened definition of sustainability through business school curricula and pedagogy. Research limitations/implications The paper only discusses a few of the many factors that are needed for the argued need for change in business school curriculum. Social implications It is important to educate future managers with consciousness of sustainability not only for the sake of the communities of today and future generations but also for corporations to stay sustainable in the future when some of the natural resources they use today will be much scarcer. Originality/value A typical business school in the twenty-first century is not educating future managers and entrepreneurs for the realities of a business life today, let alone getting them ready for the world of tomorrow in which obtaining resources and addressing supply chain and waste management issues will be remarkably different. Therefore, it has become imperative for business schools to start a paradigm shift that moves the focus of business school education away from the historical one of profit-maximization toward one that has sustainability at its core.
Global fashion management conference proceeding, Jun 30, 2015
Developments in Marketing Science: Proceedings of the Academy of Marketing Science, 2019
Hispanics, a highly diverse population in terms of geographical origin, education level, and lang... more Hispanics, a highly diverse population in terms of geographical origin, education level, and language usage, are the fastest-growing ethnic minority in the United States. As a result, their buying power is increasing. US Hispanics over-index in digital media usage, yet are largely underserved and ineffectively targeted. Utilizing both secondary data and interviews with Hispanic advertising/marketing industry experts, in this paper, we present an application of a strategic marketing process that takes into account the multiplicity of cultural factors that impact the success of a targeted marketing campaign.
Journal of Macromarketing, 2021
How can brands adopt institutional work towards establishing themselves in a highly contested mar... more How can brands adopt institutional work towards establishing themselves in a highly contested market? Defining contested markets as fields in which the plural logics of the market are in tension with each other and/or with societal level logics, our research explores the institutional work of one pioneer brand – MedMen – in the legal cannabis market in the United States. Analysis of MedMen's marketing communication campaigns and corporate press releases between 2018 and 2020 reveal vesting, mimicry, and constructing consumer identities as the main types of institutional work the brand has adopted. Our findings inform extant research on market dynamics by documenting the types of institutional work brands can strategically adopt to establish themselves in contested markets.
Journal of Product & Brand Management, 2016
Purpose This paper aims to introduce the concept of storygiving as a co-creation tool and provide... more Purpose This paper aims to introduce the concept of storygiving as a co-creation tool and provides a guideline for its successful use by luxury brand managers. Design/methodology/approach A study of Tiffany and Co.’s social media-based site and its use of stories as co-created marketing content provides us with managerial strategies applicable to luxury brands in general. The authors emphasize how luxury brands deal with co-created brand images compared to mainstream brands. Findings Storygiving enables consumers to share their personal experiences through narratives and provides contextualized connections among community members through shared experiences. One successful example of storygiving is Tiffany & Co.’s ‘What Makes Love True’ campaign. Research limitations/implications Only one luxury brand was used in this case study of online co-creation and storygiving. Further research, especially comparative case studies, would expand understanding of brand image management in the age...
Developments in Marketing Science: Proceedings of the Academy of Marketing Science, 2016
In this paper, we discuss the effectiveness of community-based social marketing by using a succes... more In this paper, we discuss the effectiveness of community-based social marketing by using a successful youth littering abatement program called “Be the Street” as an example. A precampaign online survey was conducted to assess motivators for and barriers to littering behavior and perceived social norms of target audience, Gen Y youth in California Bay Area. The collected data was established as a baseline against a follow-up survey, which mirrored the precampaign survey to ensure data compatibility and to determine the overall impact of the program.
Ideas in Marketing: Finding the New and Polishing the Old, 2014
Traditional possession rituals occur when a product moves from market place to home (McCracken 19... more Traditional possession rituals occur when a product moves from market place to home (McCracken 1986), where consumers demonstrate their symbolic ownership through rituals, such as removing tags, packaging, placing, customizing, and use. But what if the physical product does not move from the market place to home as in the case of digital consumption? Using online image-sharing sites such as Pinterest, consumers feel a symbolic ownership of their items even though they do not possess the physical product, only the visual representation. In this way, the website members consume the images rather than the physical goods.
ACR European Advances, 2013
This study examines how consumers collect, organize, and categorize images they find using Pinter... more This study examines how consumers collect, organize, and categorize images they find using Pinterest, a bookmarking and image sharing website. We re-visit McCracken’s (1986) theory of cultural meaning of consumer goods in the age of digital consumption to determine how virtual possessions have become an integral part of the user’s extended self (Belk 1988). Based on interviews, netnography, and participant-observation, our findings shed light on the possession rituals of digital consumers. We found that consumers’ image collection activities include claiming, personalizing, storing and hoarding, and sharing. Our research demonstrates how consumers engage in digital possession rituals and how they develop a symbolic sense of ownership even though they only possess a visual representation of that item and not the physical product.
Springer Texts in Business and Economics, 2019
The “Be the Street You Want to See” (BTS) is a regional litter abatement program developed by the... more The “Be the Street You Want to See” (BTS) is a regional litter abatement program developed by the Bay Area Stormwater Management Agencies Association (BASMAA) in California. The program primarily targeted 14–24-year-old San Francisco Bay Area youth who had been identified as a key polluting demographic. The program, launched in 2012, applied community-based social marketing techniques to a well-defined audience to reduce pollution. BTS focused heavily on social media with the end goal of promoting peer-to-peer interactions regarding littering and raising awareness of its environmental impacts. Whenever possible, the program involved the members of the target audience themselves and invited them to recast environmental messaging in their own words. In this way, the content of the campaign remained fresh and relatable, and the target audience felt the program was talking “with them,” not “at them.”
Marketing Management, 2020
Overview Market segmentation is foundational to marketing: as scholars and managers contend, its ... more Overview Market segmentation is foundational to marketing: as scholars and managers contend, its concept "is built into the fabric of marketing" (Gibson 2001, 21). Segmentation is the process through which a company's actual and prospect customers are split into subgroups (i.e. segments), each of them showing similar consumption behaviors that differ across subgroups (Peter and Donnelly 2008). Differentiation (i.e. the process leading to variations of a company's offer) and targeting (i.e. the decision of which segments to serve by means of differentiated offers; Pride and Ferrell 2004) are meaningful only when customers have heterogeneous preferences, that is, only when a market is segmentable. Subdividing and profiling market segments help identify the customers to serve, the most effective way to satisfy their specific needs/desires, the competitors to face, the resources requested to compete in each segment, and the main stakeholders to involve in order to reinforce a company's market legitimacy (Cucurean-Zapan 2014; Lambin 1998). In simpler terms, market segmentation helps perform a company's market-orientation. While segmentation is still central to today's marketing, the profound transformations as much as the rising opportunities of contemporary markets and societies ask for a profound revision of segmentation theory and practice (Arnould and Cayla 2015; Gibson 2001; Kannisto 2016). Answering to this call, the chapter's aims are twofold. First, we approach segmentation historically, in order to unveil which were, and somehow still are, its often-implicit grounding premises. We show that most of these premises sway when confronted to extant cultural, economic, and technological environments, and invite for revision. The first part of the chapter (§ 18.2) thus provides readers with a longitudinal understanding of market segmentation and with evidences motivating the requested revision. Second, by focusing on contemporary trajectories of revision, we approach segmentation epistemologically, that is, we contrast two opposite perspectives on the needed revisions of market segmentation (§ 18.1). On the one hand, the marketing science perspective combines big data-driven consumer knowledge (cf. chapter 26 by Zwick and Dholakia) and the power of new technologies (especially, of artificial intelligence) to reinvigorate and transform segmentation (Mandelli 2018). Within this perspective, segmentation-as-science goes micro-basically, at a one-to-one level-and (hyper)targeting (Hoffmann, Inderst, and Ottaviani 2013) results into personalization, interpretable as the radicalization of mass-customization (Flavin and Heller 2019). On the other hand, hailing from the cultural marketing perspective (Peñaloza, Toulouse, and Visconti 2012), segmentation evolves into a set of decisions that marketers co-construct with customers. In line with this dialogical posture, targeting then requires conversational abilities (Jarratt and Fayed 2012) not only to reach, but also to engage target customers.
Business Education and Accreditation, 2014
Most university students today use social media daily, are knowledgeable about a myriad of applic... more Most university students today use social media daily, are knowledgeable about a myriad of applications, and can navigate numerous platforms, such as Facebook and Twitter. Despite their affinity for social media, however, it is not clear whether or not they understand how social media can be used to create effective marketing strategies. This paper describes a social media assignment that was incorporated into a marketing field experience course for undergraduate students. The aim of the paper is to inspire other instructors who may wish to use social media campaigns in their marketing courses. The objective of the assignment was to teach the effective use of social media in marketing by allowing the students to engage in a real-time social media campaign with a major fashion marketer. Student testimonials indicate that this active learning approach successfully assisted our students in understanding the marketing potential of social media.
Handbook of Engaged Sustainability
ACR North American Advances, 2017
Markets, globalization & development review, 2018
Journal of International Marketing, Nov 10, 2020
Qualitative Market Research: An International Journal, Sep 14, 2015
On the horizon, Oct 1, 2018
Purpose This paper aims to argue for a need for a paradigm shift in business education that would... more Purpose This paper aims to argue for a need for a paradigm shift in business education that would move the focus of curriculum away from profit maximization at all costs to incorporation of principles of sustainability. Design/methodology/approach This is a conceptual paper that argues for a major shift in business education, one that not only incorporates diversity and interdisciplinarity and integrative learning at its core, but also does not superficially conflate sustainability with corporate social responsibility and/or business ethics. Findings This paper discusses the broader concepts of diversity, integrative learning and interdisciplinarity related to curriculum design and several approaches for integrating a broadened definition of sustainability through business school curricula and pedagogy. Research limitations/implications The paper only discusses a few of the many factors that are needed for the argued need for change in business school curriculum. Social implications It is important to educate future managers with consciousness of sustainability not only for the sake of the communities of today and future generations but also for corporations to stay sustainable in the future when some of the natural resources they use today will be much scarcer. Originality/value A typical business school in the twenty-first century is not educating future managers and entrepreneurs for the realities of a business life today, let alone getting them ready for the world of tomorrow in which obtaining resources and addressing supply chain and waste management issues will be remarkably different. Therefore, it has become imperative for business schools to start a paradigm shift that moves the focus of business school education away from the historical one of profit-maximization toward one that has sustainability at its core.
Global fashion management conference proceeding, Jun 30, 2015
Developments in Marketing Science: Proceedings of the Academy of Marketing Science, 2019
Hispanics, a highly diverse population in terms of geographical origin, education level, and lang... more Hispanics, a highly diverse population in terms of geographical origin, education level, and language usage, are the fastest-growing ethnic minority in the United States. As a result, their buying power is increasing. US Hispanics over-index in digital media usage, yet are largely underserved and ineffectively targeted. Utilizing both secondary data and interviews with Hispanic advertising/marketing industry experts, in this paper, we present an application of a strategic marketing process that takes into account the multiplicity of cultural factors that impact the success of a targeted marketing campaign.
Journal of Macromarketing, 2021
How can brands adopt institutional work towards establishing themselves in a highly contested mar... more How can brands adopt institutional work towards establishing themselves in a highly contested market? Defining contested markets as fields in which the plural logics of the market are in tension with each other and/or with societal level logics, our research explores the institutional work of one pioneer brand – MedMen – in the legal cannabis market in the United States. Analysis of MedMen's marketing communication campaigns and corporate press releases between 2018 and 2020 reveal vesting, mimicry, and constructing consumer identities as the main types of institutional work the brand has adopted. Our findings inform extant research on market dynamics by documenting the types of institutional work brands can strategically adopt to establish themselves in contested markets.
Journal of Product & Brand Management, 2016
Purpose This paper aims to introduce the concept of storygiving as a co-creation tool and provide... more Purpose This paper aims to introduce the concept of storygiving as a co-creation tool and provides a guideline for its successful use by luxury brand managers. Design/methodology/approach A study of Tiffany and Co.’s social media-based site and its use of stories as co-created marketing content provides us with managerial strategies applicable to luxury brands in general. The authors emphasize how luxury brands deal with co-created brand images compared to mainstream brands. Findings Storygiving enables consumers to share their personal experiences through narratives and provides contextualized connections among community members through shared experiences. One successful example of storygiving is Tiffany & Co.’s ‘What Makes Love True’ campaign. Research limitations/implications Only one luxury brand was used in this case study of online co-creation and storygiving. Further research, especially comparative case studies, would expand understanding of brand image management in the age...
Developments in Marketing Science: Proceedings of the Academy of Marketing Science, 2016
In this paper, we discuss the effectiveness of community-based social marketing by using a succes... more In this paper, we discuss the effectiveness of community-based social marketing by using a successful youth littering abatement program called “Be the Street” as an example. A precampaign online survey was conducted to assess motivators for and barriers to littering behavior and perceived social norms of target audience, Gen Y youth in California Bay Area. The collected data was established as a baseline against a follow-up survey, which mirrored the precampaign survey to ensure data compatibility and to determine the overall impact of the program.
Ideas in Marketing: Finding the New and Polishing the Old, 2014
Traditional possession rituals occur when a product moves from market place to home (McCracken 19... more Traditional possession rituals occur when a product moves from market place to home (McCracken 1986), where consumers demonstrate their symbolic ownership through rituals, such as removing tags, packaging, placing, customizing, and use. But what if the physical product does not move from the market place to home as in the case of digital consumption? Using online image-sharing sites such as Pinterest, consumers feel a symbolic ownership of their items even though they do not possess the physical product, only the visual representation. In this way, the website members consume the images rather than the physical goods.
ACR European Advances, 2013
This study examines how consumers collect, organize, and categorize images they find using Pinter... more This study examines how consumers collect, organize, and categorize images they find using Pinterest, a bookmarking and image sharing website. We re-visit McCracken’s (1986) theory of cultural meaning of consumer goods in the age of digital consumption to determine how virtual possessions have become an integral part of the user’s extended self (Belk 1988). Based on interviews, netnography, and participant-observation, our findings shed light on the possession rituals of digital consumers. We found that consumers’ image collection activities include claiming, personalizing, storing and hoarding, and sharing. Our research demonstrates how consumers engage in digital possession rituals and how they develop a symbolic sense of ownership even though they only possess a visual representation of that item and not the physical product.
Springer Texts in Business and Economics, 2019
The “Be the Street You Want to See” (BTS) is a regional litter abatement program developed by the... more The “Be the Street You Want to See” (BTS) is a regional litter abatement program developed by the Bay Area Stormwater Management Agencies Association (BASMAA) in California. The program primarily targeted 14–24-year-old San Francisco Bay Area youth who had been identified as a key polluting demographic. The program, launched in 2012, applied community-based social marketing techniques to a well-defined audience to reduce pollution. BTS focused heavily on social media with the end goal of promoting peer-to-peer interactions regarding littering and raising awareness of its environmental impacts. Whenever possible, the program involved the members of the target audience themselves and invited them to recast environmental messaging in their own words. In this way, the content of the campaign remained fresh and relatable, and the target audience felt the program was talking “with them,” not “at them.”
Marketing Management, 2020
Overview Market segmentation is foundational to marketing: as scholars and managers contend, its ... more Overview Market segmentation is foundational to marketing: as scholars and managers contend, its concept "is built into the fabric of marketing" (Gibson 2001, 21). Segmentation is the process through which a company's actual and prospect customers are split into subgroups (i.e. segments), each of them showing similar consumption behaviors that differ across subgroups (Peter and Donnelly 2008). Differentiation (i.e. the process leading to variations of a company's offer) and targeting (i.e. the decision of which segments to serve by means of differentiated offers; Pride and Ferrell 2004) are meaningful only when customers have heterogeneous preferences, that is, only when a market is segmentable. Subdividing and profiling market segments help identify the customers to serve, the most effective way to satisfy their specific needs/desires, the competitors to face, the resources requested to compete in each segment, and the main stakeholders to involve in order to reinforce a company's market legitimacy (Cucurean-Zapan 2014; Lambin 1998). In simpler terms, market segmentation helps perform a company's market-orientation. While segmentation is still central to today's marketing, the profound transformations as much as the rising opportunities of contemporary markets and societies ask for a profound revision of segmentation theory and practice (Arnould and Cayla 2015; Gibson 2001; Kannisto 2016). Answering to this call, the chapter's aims are twofold. First, we approach segmentation historically, in order to unveil which were, and somehow still are, its often-implicit grounding premises. We show that most of these premises sway when confronted to extant cultural, economic, and technological environments, and invite for revision. The first part of the chapter (§ 18.2) thus provides readers with a longitudinal understanding of market segmentation and with evidences motivating the requested revision. Second, by focusing on contemporary trajectories of revision, we approach segmentation epistemologically, that is, we contrast two opposite perspectives on the needed revisions of market segmentation (§ 18.1). On the one hand, the marketing science perspective combines big data-driven consumer knowledge (cf. chapter 26 by Zwick and Dholakia) and the power of new technologies (especially, of artificial intelligence) to reinvigorate and transform segmentation (Mandelli 2018). Within this perspective, segmentation-as-science goes micro-basically, at a one-to-one level-and (hyper)targeting (Hoffmann, Inderst, and Ottaviani 2013) results into personalization, interpretable as the radicalization of mass-customization (Flavin and Heller 2019). On the other hand, hailing from the cultural marketing perspective (Peñaloza, Toulouse, and Visconti 2012), segmentation evolves into a set of decisions that marketers co-construct with customers. In line with this dialogical posture, targeting then requires conversational abilities (Jarratt and Fayed 2012) not only to reach, but also to engage target customers.
Business Education and Accreditation, 2014
Most university students today use social media daily, are knowledgeable about a myriad of applic... more Most university students today use social media daily, are knowledgeable about a myriad of applications, and can navigate numerous platforms, such as Facebook and Twitter. Despite their affinity for social media, however, it is not clear whether or not they understand how social media can be used to create effective marketing strategies. This paper describes a social media assignment that was incorporated into a marketing field experience course for undergraduate students. The aim of the paper is to inspire other instructors who may wish to use social media campaigns in their marketing courses. The objective of the assignment was to teach the effective use of social media in marketing by allowing the students to engage in a real-time social media campaign with a major fashion marketer. Student testimonials indicate that this active learning approach successfully assisted our students in understanding the marketing potential of social media.
Handbook of Engaged Sustainability
Proceedings of the Academy of Marketing Science Cultural Perspectives in Marketing Conference, 2012
Developments in Marketing Science: Proceedings of the Academy of Marketing Science, 2012
Proceedings of Marketing Educators’ Association Conference, Las Vegas, NV, 2015
As business school graduates enter the workforce, many of them soon realize that more often than ... more As business school graduates enter the workforce, many of them soon realize that more often than not, businesses are not neatly compartmentalized into departments like management, marketing, finance, accounting, etc. similar to the programs they majored in at business schools that seemed so distinct and different from each other. On top of that, depending on the industry they work at they are required to have the industry specific knowledge to function successfully in their fields; be it film, fashion or pharmaceuticals. They also perhaps find themselves regretting not having paid enough attention to their general education topics which were aimed to make them well-rounded, better integrated students armed with knowledge necessary not only to function as good businesspeople but great ones that have a macro understanding of bigger issues related to their companies and also the complex connections within the business world. The forced division of academic disciplines that does not reflect a realistic world scenario hinders university graduates in general and business school students specifically from becoming better integrated bodies in the workforce. Students often fulfill elective requirements without understanding the purpose and use for them, just to tick them off their worksheets.
In this paper, we argue for a need for a more integrated marketing education, one that is integrated better with social sciences, arts and humanities. Based on our own experiences, we describe curriculum changes and give examples of course design and specific projects to encourage academics to think creatively about integrative learning (IL). The first section of the paper provides a description and discussion of IL in general. The following sections describe the processes, procedures and practices that were undertaken at a university in an effort to create a better integrated curriculum with particular emphasis on the marketing department.
Proceedings of Marketing Educators’ Association Conference, Las Vegas, NV, 2015
The aim of this article is to present the design, implementation and achieved learning outcomes o... more The aim of this article is to present the design, implementation and achieved learning outcomes of a sustainable marketing undergraduate course for faculty interested in offering a similar course or integrating elements of sustainable marketing in their curricula. The instructional process incorporated several modes of learning including experiential and integrative learning, client-based projects, field trips and guest speakers. The two main learning goals were to explore the sustainable marketing practices and study how sustainability is marketed. The student evaluations indicate that the learning goals were achieved and student consumer behavior was highly affected.
Marketing Management: A Cultural Perspective, 2020
Overview Market segmentation is foundational to marketing: as scholars and managers contend, its ... more Overview Market segmentation is foundational to marketing: as scholars and managers contend, its concept "is built into the fabric of marketing" (Gibson 2001, 21). Segmentation is the process through which a company's actual and prospect customers are split into subgroups (i.e. segments), each of them showing similar consumption behaviors that differ across subgroups (Peter and Donnelly 2008). Differentiation (i.e. the process leading to variations of a company's offer) and targeting (i.e. the decision of which segments to serve by means of differentiated offers; Pride and Ferrell 2004) are meaningful only when customers have heterogeneous preferences, that is, only when a market is segmentable. Subdividing and profiling market segments help identify the customers to serve, the most effective way to satisfy their specific needs/desires, the competitors to face, the resources requested to compete in each segment, and the main stakeholders to involve in order to reinforce a company's market legitimacy (Cucurean-Zapan 2014; Lambin 1998). In simpler terms, market segmentation helps perform a company's market-orientation. While segmentation is still central to today's marketing, the profound transformations as much as the rising opportunities of contemporary markets and societies ask for a profound revision of segmentation theory and practice (Arnould and Cayla 2015; Gibson 2001; Kannisto 2016). Answering to this call, the chapter's aims are twofold. First, we approach segmentation historically, in order to unveil which were, and somehow still are, its often-implicit grounding premises. We show that most of these premises sway when confronted to extant cultural, economic, and technological environments, and invite for revision. The first part of the chapter (§ 18.2) thus provides readers with a longitudinal understanding of market segmentation and with evidences motivating the requested revision. Second, by focusing on contemporary trajectories of revision, we approach segmentation epistemologically, that is, we contrast two opposite perspectives on the needed revisions of market segmentation (§ 18.1). On the one hand, the marketing science perspective combines big data-driven consumer knowledge (cf. chapter 26 by Zwick and Dholakia) and the power of new technologies (especially, of artificial intelligence) to reinvigorate and transform segmentation (Mandelli 2018). Within this perspective, segmentation-as-science goes micro-basically, at a one-to-one level-and (hyper)targeting (Hoffmann, Inderst, and Ottaviani 2013) results into personalization, interpretable as the radicalization of mass-customization (Flavin and Heller 2019). On the other hand, hailing from the cultural marketing perspective (Peñaloza, Toulouse, and Visconti 2012), segmentation evolves into a set of decisions that marketers co-construct with customers. In line with this dialogical posture, targeting then requires conversational abilities (Jarratt and Fayed 2012) not only to reach, but also to engage target customers.