• Home
  • Richard J. Varey
Richard J. Varey

Richard J. Varey

PhD

About

231
Publications
107,349
Reads
How we measure 'reads'
A 'read' is counted each time someone views a publication summary (such as the title, abstract, and list of authors), clicks on a figure, or views or downloads the full-text. Learn more
3,946
Citations
Citations since 2017
1 Research Item
1782 Citations
2017201820192020202120222023050100150200250300
2017201820192020202120222023050100150200250300
2017201820192020202120222023050100150200250300
2017201820192020202120222023050100150200250300
Introduction
My scholarly project is to understand marketing in and for sustainable society.
Additional affiliations
January 2004 - present
The University of Waikato
January 1995 - December 2003
University of Salford
January 1992 - December 1996
The University of Manchester
Education
September 1990 - July 1996
Manchester School of Management
Field of study
  • Marketing and Management Science

Publications

Publications (231)
Conference Paper
Full-text available
Most companies have invested in social media but have not fully realised the potential of social media for their businesses in the future. One of the major challenges for companies using a social platform is engaging effectively with people in the context of their social communities. The paper highlights how companies can engage people's appreciati...
Article
Purpose The purpose of this paper is to challenge business, marketing in particular, to think beyond the dominant Western worldview and look to traditional cultural perspectives on sustainability to help effect the transformation to a more holistic sustainability-oriented economy. We believe that this transformation is critical for social business...
Article
Full-text available
Purpose To better understand behaviour in increasingly online social networks from a marketing perspective, we propose transcending the notion of an exchange market and so adopt an alternative participatory, communal conceptualisation. This is centred on participation in co-creating value to improve the conditions of the social commons. The focus o...
Article
Full-text available
Contributing to the analytical capacity of critical thinking in macromarketing, we develop a research framework that would enable researchers to investigate chrematistics in marketing systems. Chrematistics refers to regulative influences on marketing systems’ structure and operations of market action perpetuated by actors with power/dominance. We...
Article
Full-text available
Purpose – The purpose of this paper is to present a framework – the Relationality Framework – for elaborating relational behaviour, in response to calls to address the ontological weaknesses identified in the extant value and value creation literature. Design/methodology/approach – The social philosophical understanding of interaction as an organi...
Conference Paper
Full-text available
In an increasingly competitive environment that doesn’t always generate positive value, developing strong reputations has become the key driver of business value. Corporate reputation is based on trust, credibility, and reliability. In the past, research on reputation focused on a central condition of market exchange and economic gains. Today, cust...
Chapter
Although social exchange theory is not a formal theory, it may be the most important body of social psychological thinking for explaining social behavior as exchange with an understanding of interdependence and relationships and the set of norms governing contractual relationships, emphasizing as it does both trust and commitment. There is neither...
Chapter
Sustainability is the performance standard for society living within Earth's replenishable budget of resources. This requires decoupling of development (enhanced natural and social capital) from economic growth and environmental damage. Such a society is humane, cultured, and socially rewarding. Sustainability encompasses the entire range of human...
Chapter
The great accomplishment of the past 300 years has been the building of a pervasive classical science and derivates, including economics. Yet we are resolutely acknowledging that continued unreflective employment of this worldview is now getting us deeper into trouble. We need a pragmatic (practical, sensible) alternative – we can find it through P...
Article
Full-text available
How can the positive power of a marketing ethos and techniques solve social problems? We propose a deepened understanding of social marketing in response to the sustainability imperative, applying systems theory to elaborate the impact of social marketing campaigns and to advance our understanding of viable practices. A meta-framework reveals the c...
Article
Full-text available
Resource integration, as it relates to value creation, has recently been a key aspect of the discussions about service-dominant (S-D) logic. However, the majority of research pays relatively little explicit attention to the process of theorizing and the epistomological and ontological assumptions upon which the theorizing process is based. This art...
Article
Full-text available
This investigation argues that authenticity is inherently a macromarketing concept that is linked to how marketers and consumers view themselves and their own status in society. We show that authenticity refers to the marketer’s marketplace condition (mindset) that can be best described as sincere concern for another. We argue that micromarketing a...
Article
This conceptual paper examines the need for deliberative public decision making to create a sustainable society, and the potential for social learning and public decision making in the online collective intelligence. Concepts and evidence are synthesised from studies of sustainability, decision-making, communication, deliberative democracy, knowled...
Chapter
Full-text available
The dominant marketing practices of the modern age are barely human. istic (Sheth & Sisodia, 2006; Varey, 2010a). It appears that marketing practices are driven towards inciting individual egos to serve their own transient desires while being indifferent to commonly shared and shaped scapes (i.e. domains of life, spheres of collective value crea. t...
Chapter
In this world of increasing electronic connectivity we are often amazed at the widespread popularity of social networks, instant email connec. tions, and almost universal personal cell phone ownership. Today it seems that if you don’t have a social media presence there is something wrong with you! The ‘selling’ side of business demands an Internet...
Chapter
Full-text available
A reading of the diverse chapters of this book produces a’ stock-taking’ bricolage or mosaic of thinking that challenges assumptions that have guided marketing for a hundred years. And this is certainly not a linear logical flow from the clear-cut question What is humanistic marketing?’ to a simple singular resolution in a universal definition. Mar...
Conference Paper
Full-text available
This paper brings corporate reputation into the debate on marketing and sustainable living. It argues that corporate reputation differs in function between emergent and affluent market economies. When the primary purpose of the market in emergent economies is sustaining life and in affluent economies it is expanding monetary returns. Conventionally...
Conference Paper
Full-text available
Most companies have invested in social media but have not fully realised the potential of social media for their businesses in the future. One of the major challenges for companies using a social platform is engaging effectively with people in the context of their social communities. The paper highlights how companies can engage people's appreciati...
Article
Full-text available
Purpose The purpose of this discussion is to elucidate Niklas Luhmann's social systems theory with a view to extending his ideas to the analysis of marketing systems. Specifically, Luhmann's notion of 'society as communication' is examined for its potential in explicating the contentious issue of the nature of marketing-society links. Indirectly, t...
Article
This is the introductory section of our forthcoming book on Humanistic Marketing, part of the Palgrave Macmillan Series on Humanistic Management.
Article
Full-text available
This is the concluding discussion from our forthcoming book on Humanistic Marketing (Palgrave Macmillan Series on Humanistic Management).
Article
This chapter considers how corporate reputation is conceived, understood, and investigated in the marketing communication field. It also acknowledges changing circumstances that indicate strongly to a revisioning of both branding, including corporate branding, and corporate reputation. One way to look at this is to ask what is the management proble...
Article
Full-text available
"New science" has profound implications for business. Industrial capitalism can no longer power prosperity. The mass society worldview is giving way to individualisation. The "standard enterprise logic" is challenged. Marketing has operated as an attention technology for sellers competing to capture customers. However, in an intention economy buyer...
Article
Full-text available
Purpose This article addresses the apparent common sense understanding that marketing has the capacity to improve our quality of life, and observes and explores the changing role of marketing in the firm. Approach Using memetic (idea transmission) logic, we consider the current state of marketing in which marketers propagate ideas. In this conceptu...
Conference Paper
Full-text available
In pursuit of improving people's wellbeing and engaging in positive marketing, this paper addresses the application of Vickers' Appreciation System to deepen our understanding of how people comprehend their environment and respond to improve their situation. The paper highlights how companies can collaboratively engage in people's appreciation and...
Article
Full-text available
This review constructs a broad and deep appreciation of what marketing scholars need to understand about economic growth, consumption, and quality of life, not as a problem of how to enhance marketing effectiveness and extend its reach, but rather one of how to focus (or limit) within the specific context of a better-not-more life goal and finite r...
Article
Full-text available
Free access: http://www.tandfonline.com/eprint/aEdk9Tf88ZxS8dY7FaZK/full To explain inconsistent behaviour that is well documented in green-marketing and consumption, the authors develop the (neo)structuralist model of meaning cocreation that is based on the signifying practices of hybrid car manufacturers and consumers. The model reveals that mar...
Article
Full-text available
Purpose – The authors aim to review a five-year multi-study research programme on the role of public dialogue in the social and cultural sustainability of biotechnology developments in New Zealand. Design/methodology/approach – The authors conducted a critical review of all the published research products from a five-year government-funded study...
Article
Full-text available
The article explores the different aspects of the symbolism of marketing systems. The authors argue that marketing systems maintain distinctive symbolic structures in addition to their functional/operational structures; the environment is an inherent part of the system rather than being outside the system; and symbolic unfolding, that is, the proce...
Article
Full-text available
Purpose: The purpose of this discussion is to raise consciousness on the purpose and form of marketing required for a sustainable society. Whilst acts of consumption avoidance and anti-brand boycotts and campaigns might seem to be clear signs of citizen concern for the environmental impact of consumption and a desire for products that are ‘planet-f...
Article
Even after 40 years of philosophical discussions about whether “customer” terminology is appropriate in the context of education, health care, religion, government, and other social institutions, virtually no research has been conducted to identify actual public attitudes on the subject. Thus, a large-scale, five-country study was conducted to exam...
Article
Full-text available
The aim of this article is to examine the concept and functioning of value propositions, seen through a service-dominant logic (S-D) lens. The variety of perspectives used to understand value propositions are examined, from unidirectional communication of value to reciprocal promises of value. The concept of reciprocal value propositions is examine...
Conference Paper
Full-text available
This paper re-examines the notion of marketing ethics in light of evolving thinking on the purpose and form of marketing. Rather than implant or bolt-on ethical rules/standards, an alternative ‘service’ conception of marketing leads to inherently more ‘embedded’ ethical practice – a form of marketing as ethical practice. Dialogical, communicative l...
Conference Paper
Full-text available
We focus on lived experiences of marketing managers to develop the existential theory of marketing ethics. We argue that Sartre’s existentialism is particularly useful in providing a rich descriptive theory of what happens in managers’ consciousness at the time of decision-making. In contrast to the general theory of marketing ethics propounded by...
Article
Full-text available
We enlist marketplace wisdom as a next characteristic of the progress towards a post-industrial marketing system. Marketplace wisdom is manifested in the development and application of oppositional values, beliefs, and differing cultures pertaining to the marketing system in its long-term development. In this regard, the phylogeny and ontogeny of m...
Article
Full-text available
In this article, we set out to frame a temporal context for differing stages of business and society development in general, and marketing development in particular. In charting a contested past, a confused present, and an uncertain future, this article considers the nature and consequences of different conceptualisations of these stages in broad t...
Article
For this special issue, we took the opportunity to look beyond buyer-seller interaction in modern marketplaces of the past and present to a society in which marketing concepts and terminology – including “customer” and “marketing” – could be in question, for the sake of society's citizenry in a now inevitably online participatory world.
Article
Full-text available
We have wondered if the current forms of marketing could survive beyond the industrial era, and apply Hegel's dialectics to investigate the pathways of marketing development. We argue that marketing evolution goes through three general phases – impairment, enrichment, and transcendence – to materialise the future. These phases match Hegel's thesis,...
Article
Full-text available
This paper describes the characteristics and benefits of a visual ethnography method called “video diary.” We illustrate the special features of the method based on our experiences in using it to understand consumer acculturation of Pacific Islanders in New Zealand. In brief, research participants benefit from the control and voice that video diari...
Article
Full-text available
This article examines the principles and practices of the marketing system within corporate social responsibility and sustainable development frameworks to argue that responsible marketing and sustainable marketing are not synonymous ideas. The article identifies misleading assumptions about progress through economic growth and preference satisfact...
Article
Full-text available
Consumption communities and brand communities do not exist in a vacuum. Rather, they are part of an encompassing social system made of multiple interacting communities. The recognition of this greater picture is enabled by the shift in interpretation from the mechanical systems perspective to the constructivist systems perspective. In this article,...
Article
A review is presented of the book "Consumed: Rethinking Business in the Era of Mindful Spending," by Andrew Benett and Ann O'Reilly.
Article
Full-text available
Abstract: Purpose – The aim is to review and reapply the two key components of Wroe Alderson’s conceptual legacy - functionalism and the molar approach - to a discussion of a sustainable economic system. Design/methodology/approach – This is a critical and interpretive analysis of an abstract economic-system-as-societal-entity conceptualised by Ald...
Conference Paper
Full-text available
This paper examines the origins and functioning of value propositions, seen through a service-dominant logic (S-D) lens. We argue that value propositions, when reframed within the S-D logic as reciprocal promises of value, more adequately support relationship development, knowledge renewal, and dialogical communication between participants. The var...
Book
This student text and successor to the Law of Marketing in New Zealand, second edition, outlines, describes and analyses the laws relating to marketing in New Zealand. Written by an author team specialising in commercial law, marketing, and advertising, it presents the full, relevant body of New Zealand law concisely and in a format accessible to s...
Article
Marketing thinkers identify concepts of relationship, interaction, and network as useful. Edgar Crane (1972) saw interaction as essential to buyer-seller decision-making. David Ford, Kristian Möller, and Håkan Håkansson followed with explanations of how marketing operates. Christian Grönroos expanded the horizon with ‘interactive marketing’. Evert...
Article
Purpose Rational modes of decision‐making, followed by communication of the decision to stakeholders, leading to implementation of the decision is taken as a given in most management theories. The role of corporate communication managers in many cases is to support this process via standard communication tools. This study aims to challenge the effi...
Article
Full-text available
According to Vargo and Lusch (Journal of Marketing, 68:1 - 17, 2004a, Journal of Service Research, 6:324 - 335, b), service is the appropriate logic for marketing. For them, service is an interactive process of "doing something for someone" that is valued. More radically, goods also render service and have value-in-use. In this context service beco...
Conference Paper
Full-text available
This article reviews Niklas Luhmann’s social systems perspective and comments on his theory of communication. The perspective is extended to analyse the concept of exchange in the context of marketing. The social systems perspective illuminates the aspect of marketing exchanges as a power struggle to imbue goods and services with meaning. The autho...
Article
Full-text available
This article explores how automobile manufacturing corporations educate their consumers about sustainability. The process is explained through the concept of cultural education that is a holistic transfer of a meaningful cultural form. The analysis of environmental and social reports indicates that the cultural form has two edges: 1) the meaning is...
Chapter
Full-text available
Studies of national images and identities suggest a careful consideration of historical and contextual aspects when planning, mastering and evaluating corporate images and identities — including a classification of image types. We argue for a reconsideration of these contributions if corporate communication is to be other than auto-communication, f...
Article
Full-text available
The aim of this paper is to examine the functioning of value propositions, seen through a service-dominant logic (S-D) lens. We argue that value propositions, when reframed within the S-D logic as reciprocal promises of value, support relationship development, knowledge renewal and dialogical communication between participants. First, some basic me...
Conference Paper
In Integrated Marketing Communication (IMC) theory, it is seen as inevitable to unify symbols, messages, processes and behaviours in order to build a strong corporate reputation. This paper intends to expand this view of IMC as a managerial project by drawing on discourse and strategy-as-practice perspectives. Following such a practice-based approa...
Conference Paper
This paper explores dialogue between the diverse stakeholders affected by the introduction of the BioFuels Sales Obligation policy in New Zealand. The research will use 'rich pictures' within the framework of Soft Systems Methodology (SSM) to evaluate the extent to which such abstract visualization might facilitate the communication of different vi...
Article
Full-text available
This article elaborates and extends the Vargo and Lusch (2004a) service-dominant (S-D) logic thesis. Three linked exchange-enablers and their potential for improving value-in-use are discussed: first, relationships to give structural support for the creation and application of knowledge resources (relating); second, communicative interaction to dev...
Article
Full-text available
Our aim in this article is to challenge relationship marketing’s hidden monological assumptions, and as a redress, position dialogical interaction at its core. First, we reflect on the common sense of ‘marketing communication’. Next, we clarify the concept of ‘dialogue’. We then comment on the concept of dialogue in markets, building on Karl Popper...
Chapter
In this chapter, I reflect back on the proposals made in this book for an alternative conceptual framework from the managerial point of view. What are the implications of this distinctly different communicational theory of organization for management studies and managing practice? How are the concepts ‘communication’, ‘organization’, and ‘interacti...
Article
The aim of this paper is to overview current thinking on a range of 'relationship' topics under the rubric of Relationship Marketing. Several scholars working from the perspective of Australia and New Zealand discuss their respective concerns and research work in the field of Relationship Marketing, by considering the relational turn that has emerg...
Chapter
Whilst many proponents of “interactive communication” and “social interaction” do not see the concept as problematic, they focus attention on practices. I choose to re-examine both “interaction” and “communication,” and to relate these concepts to the concepts of society and organisation/corporation1. The concept of “interaction” is examined, and s...
Conference Paper
Marketing has the potential to reap the user great benefits, but also can be a very costly mistake. To the wider public, marketing is mostly viewed as persuasive advertisements used in trying to sell us products that we do not want nor need. Perhaps this was the case in the industrial past, but recently marketing has seen a move towards what is bei...
Article
Recently, major projects have been conducted using a strategic alliance set-up, where participating organisations work together, collaboratively, within the same organisation structure consisting of personnel from each organisation. The ethos of the strategic alliance encourages an integrated, unified working environment. A study of the communicati...

Network

Cited By

Projects

Projects (3)