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Science ‘fact’ and science ‘fiction’? Homophilous communication in high-technology B2B selling

Dean, A.K.; Ellis, N.; Wells, V.K.

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Authors

A.K. Dean

V.K. Wells



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 business-to-business (B2B) high-technology 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.

Citation

Dean, A., Ellis, N., & Wells, V. (2017). Science ‘fact’ and science ‘fiction’? Homophilous communication in high-technology B2B selling. Journal of Marketing Management, 33(9-10), 764-788. https://doi.org/10.1080/0267257x.2017.1324895

Journal Article Type Article
Acceptance Date Mar 23, 2017
Online Publication Date May 26, 2017
Publication Date May 26, 2017
Deposit Date Mar 24, 2017
Publicly Available Date Nov 26, 2018
Journal Journal of Marketing Management
Print ISSN 0267-257X
Electronic ISSN 1472-1376
Publisher Taylor and Francis Group
Peer Reviewed Peer Reviewed
Volume 33
Issue 9-10
Pages 764-788
DOI https://doi.org/10.1080/0267257x.2017.1324895
Public URL https://durham-repository.worktribe.com/output/1390187

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