Monica Scarano will present a paper entitled “No delivery for us, we rely on our network. Refusal to integrate company resources: a community perspective” at the International Congress of the French Marketing Association to be held in Tunis from 18 to 20 May.
This research focuses on understanding the refusal to integrate company resources from a community rather than an individual perspective. It has been conducted in small networks of geographically dispersed consumers who avoid using delivery services to transport or send products and brands between them. Our results show that the circulation of products and brands in these networks is functional to three common objectives that structure community dynamics and maintain their consumer community. The delivery service is refused because it could destroy the community’s consumer base. These results present opportunities but also threats for companies. Management recommendations are proposed to address these issues.
