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Marketing Mutuality: Boundary Spanning Approaches To Marketing Strategy, Alexander Scott Rose

Graduate Theses and Dissertations

This dissertation, arranged in three essays, is grounded firmly in the crossroads of sociology and marketing. Theories of the former inform phenomena of the latter. In particular, the sociological theory of the gift and the rich tradition of anti-utilitarian social science inform contemporary debate regarding the rise of the sharing economy and its much-heralded potential to alter the landscape of the market. Through an ethnography of brand and retail service settings in the particular context of American craft beer festivals, the concept of mutuality is used to provide a line of demarcation between effective and ineffective forms of the sharing …