Edouard Novatorov | National Research University “Higher School of Economics” (HSE), Moscow, Russia (original) (raw)

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Papers by Edouard Novatorov

The author deconstructs the prevailing controversial conceptualization of nonprofit marketing and... more The author deconstructs the prevailing controversial conceptualization of nonprofit marketing and concludes it rests on three principles: voluntary exchange, an open system organization, and self-interest motivation. Negative case analysis of these principles revealed that alternative principles were ignored in the social science literature. Based on a qualitative analysis a revised conceptualization of non-profit marketing was suggested which incorporated the principles of redistribution and reciprocity, the features of a closed model of formal organization, and public interest motivation. The critical theory approach to the study used non-empirical procedures that included negative case analysis. The paper presents results of negative case analysis.

The broadening marketing concept was introduced in 1969 and was initially well-received by market... more The broadening marketing concept was introduced in 1969 and was initially well-received by marketing scholars. However, during the subsequent four decades, the concept has been increasingly questioned and has divided marketing scholars in to two opposing camps. This paper traces the evolution of the broadening marketing proposition and critically examines the arguments put forward against the broadening proposition..

The article suggests concept of chain generalized exchange proposed by Ekeh (1974) as a central c... more The article suggests concept of chain generalized exchange proposed by Ekeh (1974) as a central concept underlying nonprofit marketing. Most studies and research perspectives
are based on controversial concept of complex exchange (Bagozzi,1975) to be a central concept for nonprofit marketing. Article discusses limitations of complex exchange concept and offers chain generalized exchange to be a central concept of nonprofit marketing.

Key words: marketing exchange, chain generalized exchange, complex exchange.

Societal problems represent both opportunities and challenges for private and public organization... more Societal problems represent both opportunities and challenges for private and public organizations. Issues such as poverty, climate change and inequality can be seen either as a burden or as a source for innovation. Multinational Corporations, Nonprofit Organizations (NGOs), Cooperatives and Social-Purpose Organizations (SPOs) have engaged in projects that can tackle some of these major societal issues. The paper explores existing discussion over controvercial social marketing concept and develops superior conceptualization of social innovation marketing concept based on pluralist research paradigm found in the phylosophy of social science literature.
Key words: social innovation, social marketing, social innovation marketing, pluralist research paradigm

SSRN Electronic Journal, 2000

The article focuses on four major assumptions that underlie the alternative conceptualization of ... more The article focuses on four major assumptions that underlie the alternative conceptualization of public recreation marketing. It explains (1) the redistribution system within recreation resources are allocated; (2) the organizational structure of recreation agencies; (3) the ways in which public recreation agencies interact with local governments and citizens; and (4) the code of ethics and its influence on the behavior of recreation professionals. Finally, the article attempts to integrate these assumptions into an alternative definition of public recreation marketing that is termed “administered marketing.” Key words: administered marketing, redistribution, code of ethics

The practical aim of the course is to ensure the effective preparation of students for practical ... more The practical aim of the course is to ensure the effective preparation of students for practical work in the international marketing department, sales department or customer service Department of the company that operates on the market of end consumers, business-to-business commercial and Government, in the sphere of production and sale of tangible goods and services. The course familiarizes students with the оrganization of international marketing in large and medium-sized companies and the basics of marketing policy; teach them to analyze the international market; develop a plan of marketing activities; prepare and conduct market research; develop the marketing mix; organize, control and audit of the marketing activities of the organization.

Service Science, 2010

he author deconstructs the prevailing conceptualization of non-profit marketing and concludes it ... more he author deconstructs the prevailing conceptualization of non-profit marketing and concludes it rests on three principles: voluntary exchange, an open system organization, and self-interest motivation. A review of the genesis of these principles revealed that alternative principles were ignored in the social science literature. Based on a qualitative analysis a revised conceptualization of non-profit marketing was suggested which incorporated the principles of reciprocity, the features of a contingency-choice organization, and altruistic interest motivation. A revised definition of non-profit marketing is offered based on these principles.

Managing Leisure, 1997

... the internal marketing concept is considered to be a key facet of effective service managemen... more ... the internal marketing concept is considered to be a key facet of effective service management (Gron-roos ... of marketing to people who serve external customers implies that traditional marketing research tools can be applied to measure internal customer satisfaction, just ...

Leisure Studies, 2001

The authors deconstructed the prevailing conceptualization of public leisure market- ing and conc... more The authors deconstructed the prevailing conceptualization of public leisure market- ing and concluded it rests on three principles: voluntary exchange, an open system organization, and self-interest motivation. A review of the genesis of these principles revealed that alternative principles were ignored. These were analysed and a panel of eight experts was interviewed to solicit their views on the relative merit

International Journal of Economics & Management Sciences, 2014

The article suggests adopting a pluralism methodological approach in marketing science. Using con... more The article suggests adopting a pluralism methodological approach in marketing science. Using controversy over marketing to nonmarketers problem paper traces evolution of the issue in context of research methodology and discusses alternative methodological approaches and research paradigms.

SSRN Electronic Journal, 2000

ABSTRACT

SSRN Electronic Journal, 2000

Concept of nonprofit marketing has emerged from discussions of applying the philosophy and techni... more Concept of nonprofit marketing has emerged from discussions of applying the philosophy and techniques of marketing to the public and nonprofit sectors in the marketing literature. However, many of these marketing ideas emerged originally from social science disciplines. Almost all social science can be classified into the two general categories of «individualistic" and "collectivistic" perspectives . This study attempts to accommodate a pluralistic stance toward diversity of social science perspectives in context of nonprofit marketing theory. Thus, it is not limited to discussion of individualistic or collectivist references. The study attempts to consider different social science perspectives to validate nonprofit marketing theory.

SSRN Electronic Journal, 2000

ABSTRACT

SSRN Electronic Journal, 2000

ABSTRACT

SSRN Electronic Journal, 2000

The objectives of the study were (a) to identify the reasons and concerns of those public adminis... more The objectives of the study were (a) to identify the reasons and concerns of those public administrators and marketing scholars who do not accept the usefulness of marketing in the public sector; (b) to deconstruct, comprehend, interpret, and critically appraise the current conceptualization of nonprofit marketing from the viewpoint of negativists identified in step (a); and (c) to reconstruct, redefine, reinterpret, and reoperationalize the current controversial conceptualization of public sector marketing into a new conceptualization. The critical theory approach to the study primary used non-empirical procedures data collection and analytic procedures that included investigative research. The paper presents results of investigative research analysis.

The author deconstructs the prevailing controversial conceptualization of nonprofit marketing and... more The author deconstructs the prevailing controversial conceptualization of nonprofit marketing and concludes it rests on three principles: voluntary exchange, an open system organization, and self-interest motivation. Negative case analysis of these principles revealed that alternative principles were ignored in the social science literature. Based on a qualitative analysis a revised conceptualization of non-profit marketing was suggested which incorporated the principles of redistribution and reciprocity, the features of a closed model of formal organization, and public interest motivation. The critical theory approach to the study used non-empirical procedures that included negative case analysis. The paper presents results of negative case analysis.

The broadening marketing concept was introduced in 1969 and was initially well-received by market... more The broadening marketing concept was introduced in 1969 and was initially well-received by marketing scholars. However, during the subsequent four decades, the concept has been increasingly questioned and has divided marketing scholars in to two opposing camps. This paper traces the evolution of the broadening marketing proposition and critically examines the arguments put forward against the broadening proposition..

The article suggests concept of chain generalized exchange proposed by Ekeh (1974) as a central c... more The article suggests concept of chain generalized exchange proposed by Ekeh (1974) as a central concept underlying nonprofit marketing. Most studies and research perspectives
are based on controversial concept of complex exchange (Bagozzi,1975) to be a central concept for nonprofit marketing. Article discusses limitations of complex exchange concept and offers chain generalized exchange to be a central concept of nonprofit marketing.

Key words: marketing exchange, chain generalized exchange, complex exchange.

Societal problems represent both opportunities and challenges for private and public organization... more Societal problems represent both opportunities and challenges for private and public organizations. Issues such as poverty, climate change and inequality can be seen either as a burden or as a source for innovation. Multinational Corporations, Nonprofit Organizations (NGOs), Cooperatives and Social-Purpose Organizations (SPOs) have engaged in projects that can tackle some of these major societal issues. The paper explores existing discussion over controvercial social marketing concept and develops superior conceptualization of social innovation marketing concept based on pluralist research paradigm found in the phylosophy of social science literature.
Key words: social innovation, social marketing, social innovation marketing, pluralist research paradigm

SSRN Electronic Journal, 2000

The article focuses on four major assumptions that underlie the alternative conceptualization of ... more The article focuses on four major assumptions that underlie the alternative conceptualization of public recreation marketing. It explains (1) the redistribution system within recreation resources are allocated; (2) the organizational structure of recreation agencies; (3) the ways in which public recreation agencies interact with local governments and citizens; and (4) the code of ethics and its influence on the behavior of recreation professionals. Finally, the article attempts to integrate these assumptions into an alternative definition of public recreation marketing that is termed “administered marketing.” Key words: administered marketing, redistribution, code of ethics

The practical aim of the course is to ensure the effective preparation of students for practical ... more The practical aim of the course is to ensure the effective preparation of students for practical work in the international marketing department, sales department or customer service Department of the company that operates on the market of end consumers, business-to-business commercial and Government, in the sphere of production and sale of tangible goods and services. The course familiarizes students with the оrganization of international marketing in large and medium-sized companies and the basics of marketing policy; teach them to analyze the international market; develop a plan of marketing activities; prepare and conduct market research; develop the marketing mix; organize, control and audit of the marketing activities of the organization.

Service Science, 2010

he author deconstructs the prevailing conceptualization of non-profit marketing and concludes it ... more he author deconstructs the prevailing conceptualization of non-profit marketing and concludes it rests on three principles: voluntary exchange, an open system organization, and self-interest motivation. A review of the genesis of these principles revealed that alternative principles were ignored in the social science literature. Based on a qualitative analysis a revised conceptualization of non-profit marketing was suggested which incorporated the principles of reciprocity, the features of a contingency-choice organization, and altruistic interest motivation. A revised definition of non-profit marketing is offered based on these principles.

Managing Leisure, 1997

... the internal marketing concept is considered to be a key facet of effective service managemen... more ... the internal marketing concept is considered to be a key facet of effective service management (Gron-roos ... of marketing to people who serve external customers implies that traditional marketing research tools can be applied to measure internal customer satisfaction, just ...

Leisure Studies, 2001

The authors deconstructed the prevailing conceptualization of public leisure market- ing and conc... more The authors deconstructed the prevailing conceptualization of public leisure market- ing and concluded it rests on three principles: voluntary exchange, an open system organization, and self-interest motivation. A review of the genesis of these principles revealed that alternative principles were ignored. These were analysed and a panel of eight experts was interviewed to solicit their views on the relative merit

International Journal of Economics & Management Sciences, 2014

The article suggests adopting a pluralism methodological approach in marketing science. Using con... more The article suggests adopting a pluralism methodological approach in marketing science. Using controversy over marketing to nonmarketers problem paper traces evolution of the issue in context of research methodology and discusses alternative methodological approaches and research paradigms.

SSRN Electronic Journal, 2000

ABSTRACT

SSRN Electronic Journal, 2000

Concept of nonprofit marketing has emerged from discussions of applying the philosophy and techni... more Concept of nonprofit marketing has emerged from discussions of applying the philosophy and techniques of marketing to the public and nonprofit sectors in the marketing literature. However, many of these marketing ideas emerged originally from social science disciplines. Almost all social science can be classified into the two general categories of «individualistic" and "collectivistic" perspectives . This study attempts to accommodate a pluralistic stance toward diversity of social science perspectives in context of nonprofit marketing theory. Thus, it is not limited to discussion of individualistic or collectivist references. The study attempts to consider different social science perspectives to validate nonprofit marketing theory.

SSRN Electronic Journal, 2000

ABSTRACT

SSRN Electronic Journal, 2000

ABSTRACT

SSRN Electronic Journal, 2000

The objectives of the study were (a) to identify the reasons and concerns of those public adminis... more The objectives of the study were (a) to identify the reasons and concerns of those public administrators and marketing scholars who do not accept the usefulness of marketing in the public sector; (b) to deconstruct, comprehend, interpret, and critically appraise the current conceptualization of nonprofit marketing from the viewpoint of negativists identified in step (a); and (c) to reconstruct, redefine, reinterpret, and reoperationalize the current controversial conceptualization of public sector marketing into a new conceptualization. The critical theory approach to the study primary used non-empirical procedures data collection and analytic procedures that included investigative research. The paper presents results of investigative research analysis.