Dean, A.K., Ellis, N. and Wells, V.K. orcid.org/0000-0003-1253-7297 (2017) Science ‘fact’ and science ‘fiction’? Homophilous communication in high-technology B2B selling. Journal of Marketing Management, 33 (9-10). pp. 764-788. ISSN 0267-257X
Abstract
This study deepens our understanding of the processes underpinning the diffusion of innovation by critically exploring the language that scientist sellers and buyers employ to facilitate sensemaking in their spoken marketing communications. Pervasive complex technical terminology within B2B hightechnology sales relationships results in numerous sensemaking challenges. Using a discourse analytic methodology, sellers and buyers from nanotechnology companies are interviewed to better understand how culturally close (homophilous) or culturally distant (heterophilous) sales talk influences sensemaking. Although a need for ‘marketing’ is begrudgingly acknowledged, these boundary spanners all appear to enact centralised identities as ‘scientists’ engaged in selling and buying. Working towards maintaining homophily, participants claim to jointly use linguistic tools such as metaphors and popular cultural references to enable a functional level of sensegiving and making.
Metadata
Item Type: | Article |
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Authors/Creators: |
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Copyright, Publisher and Additional Information: | © 2017 Westburn Publishers Ltd. This is an author produced version of a paper subsequently published in Journal of Marketing Management. Uploaded in accordance with the publisher's self-archiving policy. |
Keywords: | sensemaking; discourse; diffusion of innovation; high-technology; B2B; sellers & buyers |
Dates: |
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Institution: | The University of Sheffield |
Academic Units: | The University of Sheffield > Faculty of Social Sciences (Sheffield) > Management School (Sheffield) |
Depositing User: | Symplectic Sheffield |
Date Deposited: | 31 Mar 2017 12:38 |
Last Modified: | 13 Oct 2023 15:50 |
Published Version: | https://doi.org/10.1080/0267257X.2017.1324895 |
Status: | Published |
Publisher: | Taylor & Francis |
Refereed: | Yes |
Identification Number: | 10.1080/0267257X.2017.1324895 |
Open Archives Initiative ID (OAI ID): | oai:eprints.whiterose.ac.uk:114295 |