Technology and marketing: the role of commercial rethoric in the development of mobile navigation devices
DOI:
https://doi.org/10.3989/arbor.2012.753n1014Keywords:
Technology, functionalities, marketing, rhetoricAbstract
The present article aims to link technology and marketing in the process of imagination and concretization of functions for mobile navigation devices. It focuses on the performance of marketing and sales, as rhetorical agents, in the technical path of building the product. Empirically, it is a case study of a Portuguese company, NDrive, whose main innovation is the introduction of photographic images in these devices replacing traditional maps. Since we identify in the field of innovation a platform of relation between the two spheres of inquiry (technology and marketing), it is in the theoretical studies of innovation that we produce much of the analysis of the different emerging questions, many connected to the central issues of contemporary technological transformation.
Downloads
References
Aristóteles (1998): Retórica, Lisboa, Imprensa Nacional-Casa da Moeda.
Baudrillard, J. (1981[1972]): Para uma Crítica da Economia Política do Signo, Porto, Ed. 70.
Bourdieu, P. (1979): La distinction: critique sociale du jugement, Paris, Minuit.
Ellul, J. (1954): La technique ou l’enjeu du siècle, Paris, Armand Colin.
Fagerberg, J.; Mowery, D. C. y Nelson, R. R. (2005): The Oxford Handbook of Innovation, Oxford, Oxford University Press.
Flichy, P. (2003): L’Innovation Technique, Récents développements en sciences socials, vers une nouvelle théorie de l’innovation, Paris, Édition La Découvert.
Freeman, C. (1987): Technology Policy and Economic Performance: Lessons from Japan, Londres, Pinter.
Freeman, C. y Louçã, F. (2004): Ciclos e Crises no Capitalismo Global, das Revoluções Industriais à Revolução da Informação, Santa Maria da Feira, Edições Afrontamento.
Gell, A. (1998): Art and Agency, An Anthropological Theory, Oxford, Clarendon Press.
Gille, B. (1973): Histoire des Techniques, Paris, Gallimard.
Goffman, E. (1981): Les cadres de l’expérience, Paris, Édition de Minuit.
Griffin, A. y Hauser, J. R. (1996): “Integrating R&D and Marketing: a review and analysis of the literature”, en Journal of Product Management, 13: 191-215.
Heilbroner, R. L. (1967): “Do Machines Make History?”, Technology and Culture, Vol. 8, n.º 3, pp. 335-345.
Horkheimer, M. y Adorno, T. W. (2002 [1944]: Dialectic of Enlightenment, Philosophical Fragments, Stanford, Stanford University Press.
Latour, B. (1992): “Where Are the Missing Masses? The Sociology of a Few Mundane Artifacts”, en W. Bijker e J. Law (coord.), Shaping Technology/Building Society, Studies in Sociotechnical Chage, Massachusetts, The MIT Press, pp. 225-259.
Latour, B.; Akrich, M. y Callon, M. (2002a): “The Key to Success in Innovation, Part I, The Art of Interessement”, International Journal of Innovation Management, Vol. 6, n.º 2, pp. 187-206.
Latour, B., Akrich, M. y Callon, M. (2002b): “The Key to Success in Innovation, Part I, The Art of Choosing Good Spokespersons”, en International Journal of Innovation Management, Vol. 6, n.º 2, pp. 207-225.
Lendrevie, J.; Lindon, D.; Dionísio, P. y Rodrigues, J. V. (1996): Mercator, Teoria e Prática do Marketing, Lisboa, Publicações Dom Quixote.
Leydesdorff, L. y Etzkowitz, H. (1998): “The Triple Helix as a Model for Innovation Studies”, Science and Public Policy, 25 (3), pp. 195-203.
Lien, M. E. (1997): Marketing and Modernity, Oxford, Berg.
Keaveney, S. M. (2008): “The blame of the game: an attribution theory approach to market-engineer conflict in hightechnology company”, Industrial Marketing Management, 37: 653-663. http://dx.doi.org/10.1016/j.indmarman.2008.04.013
Kline, S. J. y Rosenberg, N. (1986): “An overview of innovation”, en Landau, R. y Rosenberg, N. (coord.), The positive sum strategy. Harnessing technology for economic growth, Washington, D.C.: National Academy Press, pp. 275-305.
Martins, H. y Garcia, J. L. (2006): “Introdução”, Análise Social; Revista de Ciências Sociais da Universidade de Lisboa; Tecnologia; Perspectivas Críticas e Culturais, 181, Vol. XLI, 4.º semestre, pp. 941-956.
Martins, H. (2006): “Dilemas da República Tecnológica”, Análise Social; Revista de Ciências Sociais da Universidade de Lisboa; Tecnologia; Perspectivas Críticas e Culturais, 181, Vol. XLI, 4.º semestre, pp. 959-979.
Mendonça, P. (2010): “Tecnologia e Retórica, para uma retórica material da função útil, o exemplo do telemóvel”, Media & Jornalismo, n.º 16, Vol. 9, n.º 1, pp. 183-200.
Nuchera, A. H.; Morote, J. P. y Serrano, G. L. (2002): La Gestión de la Innovación y la Tecnología en las Organizaciones, Madrid, E. Pirâmide.
Pinch, T. y Bijker, W. (1984), “The Social Construction of Facts and Artifacts: Or How the Sociology of Science and the Sociology of Technology Might Benefit Each Other”, Social Studies of Science, n.º 14, pp. 399-441.
Rodrigues, M. J.; Neves, A. y Godinho, M. M. (coord.) (2003): Para Uma Política de Inovação em Portugal, Lisboa, D. Quixote. Schumpeter, J. A. (1996): Ensaios, Empresários, Inovação, Ciclos de Negócio e Evolução do Capitalismo, Oeiras, Celta Editores.
Star, S. y Griesemer, L. (1989): “Institutional Ecology, Translations and Boundary Objects: Amateurs and Professionals in Berkeley’s Museum of Vertebrate Zoology (1907-1939)”, Social Studies of Science, vol. 19, n.º 3, pp. 387-420.
Stiegler, B. (1994): La Technique et Le Temps I, La faute d’Epiméthée, Paris, Galilée, Cité des Sciences et de l’Industrie.
Thévenot, L. (2006): L’Action au Pluriel, Sociologie des Régimes d’Engagement, Paris, Ed. La Découvert.
Tidd, J.; Bessant, J. y Pavitt, K. (2003): Gestão da Inovação, Integração das Mudanças Tecnológicas, do Mercado e Organizacionais, Lisboa, Monitor.
Veblen, T. (2007 [1899]): The Theory of the Leisure Class, Oxford, Oxford University Press.
Von Hippel, Eric (1988): The Sources of Innovation, Oxford, Oxford University Press.
Von Hippel, Eric (2006): Democratizing Innovation, Massachusetts, The MIT Press.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2012 Consejo Superior de Investigaciones Científicas (CSIC)
This work is licensed under a Creative Commons Attribution 4.0 International License.
© CSIC. Manuscripts published in both the printed and online versions of this Journal are the property of Consejo Superior de Investigaciones Científicas, and quoting this source is a requirement for any partial or full reproduction.All contents of this electronic edition, except where otherwise noted, are distributed under a “Creative Commons Attribution 4.0 International” (CC BY 4.0) License. You may read here the basic information and the legal text of the license. The indication of the CC BY 4.0 License must be expressly stated in this way when necessary.
Self-archiving in repositories, personal webpages or similar, of any version other than the published by the Editor, is not allowed.
