The penguin's window: Corporate brands from an open-source perspective

Journal of the Academy of Marketing Science

Volumn 34, Issue 2, 2006, Pages 115-127

  Pitt, Leyland F ^a,d,e   Watson, Richard T ^b,f,g   Berthon, Pierre ^c   Wynn, Donald ^b,g   Zinkhan, George ^b,h  

^a SIMON FRASER UNIVERSITY   (Canada)

^b UNIVERSITY OF GEORGIA   (United States)

^c BENTLEY COLLEGE   (United States)

^d SIMON FRASER UNIVERSITY   (Canada)

^e UNIVERSITY OF LEEDS   (United Kingdom)

^f Department of Internet Strategy ^*  (United States)

^g UNIVERSITY OF GEORGIA   (United States)

^h The Coca Cola Company   (United States)

Author keywords

Brand evolution; Brand function; Brand typology; Brands; Open source; Prosumer

Indexed keywords

EID: 33644635795     PISSN: 00920703     EISSN: None     Source Type: Journal    
DOI: 10.1177/0092070305284972     Document Type: Article

References (93)

1. Aaker, David A. 1991. Managing Brand Equity: Capitalizing on the Value of a Brand Name. New York: Free Press.
2. Aaker, David A. 2004. "Leveraging the Corporate Brand." California Management Review 46 (Spring). 6-18.
3. Aaker, David A. and Robert Jacobson. 2001. "The Value Relevance of Brand Attitude in High-Technology Markets." Journal of Marketing Research 38 (4). 485-494.
4. Aaker, David A. and Kevin L. Keller. 1990. "Consumer Evaluations of Brand Extensions." Journal of Marketing 54 (January). 27-41.
5. Aaker, Jennifer L. 1997. "Dimensions of Brand Personality." Journal of Marketing Research 34 (3). 347-356.
6. Ahluwalia, Rohini, H. Rao Unnava, and Robert E. Burnkrant. 2001. "The Moderating Role of Commitment on the Spillover Effect of Marketing Communications." Journal of Marketing Research 38 (4). 458-471.
7. Allen, Robert C. 1983. "Collective Invention." Journal of Economic Behavior and Organization 4 (1). 1-24.
8. Ambler, Tim, C. B. Bhattacharya, Julie Edell, Kevin Lane Keller, Katherine N. Lemon, and Vikas Mittal. 2002. "Relating Brand and Customer Perspectives on Marketing Management." Journal of Service Research 5 (1). 13-26.
9. Ancarani, Fabio and Venkatesh Shankar. 2003. "Symbian: Customer Interaction Through Collaboration and Competition in a Convergent Industry." Journal of Interactive Marketing 17 (1). 56-76.
10. Bayrak, Coskun and Chad Davis. 2003. "The Relationship Between Distributed Systems and Open Source Development." Communications of the ACM 46 (12). 99-102.
11. Belk, Russell W. and Gregory S. Coon. 1993. "Gift Giving as Agapic Love: An Alternative to the Exchange Paradigm Based on Dating Experiences." Journal of Consumer Research 20 (3). 393-417.
12. Benkler, Yochai. 2001. "The Battle Over the Institutional Ecosystem in the Digital Environment." Communications of the ACM 44 (2). 84-90.
13. Benkler, Yochai. 2002. "Coase's Penguin, or, Linux and the Nature of the Firm." Yale Law Journal 112 (3). 369-446.
14. Berens, Guido, Cees B. M. van Riel, and Gerrit H. van Bruggen. 2005. "Corporate Associations and Consumer Product Responses: The Moderating Role of Corporate Brand Dominance." Journal of Marketing 69 (July). 35-48.
15. Bergquist, Magnus and Jan Ljungberg. 2001. "The Power of Gifts: Organizing Social Relationships in Open Source Communities." Information Systems Journal 11 (4). 305-320.
16. Berry, L. L. 1980. "Services Marketing Is Different." Business May-June: 24-30.
17. Berthon, Pierre, James M. Hulbert, and Leyland F. Pitt. 1999. "Brand Management Prognostications." Sloan Management Review 40 (2). 53-65.
18. Bourdieu, Pierre. 1977. Outline of a Theory of Practice. Cambridge, UK: Cambridge University Press.
19. Bourdieu, Pierre. 1990. The Logic of Practice. Stanford, CA: Stanford University Press.
20. Broniarczyk, Susan M. and Joseph W. Alba. 1994. "The Importance of the Brand in Brand Extension." Journal of Marketing Research 31 (2). 214-228.
21. Brown, Tom J., Peter A. Dacin, Michael G. Pratt, and David A. Whetten. 2006. "Identity, Intended Image, Construed Image, and Reputation: An Interdisciplinary Framework and Suggested Terminology." Journal of the Academy of Marketing Science 34 (2). 99-106..
22. Caves, Richard E. and David P. Greene. 1996. "Brands' Quality Levels, Prices, and Advertising Outlays: Empirical Evidence on Signals and Information Costs." International Journal of Industrial Organization 14 (1). 29-53.
23. Chaudhuri, Arjun and Morris B. Holbrook. 2001. "The Chain of Effects From Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty." Journal of Marketing 65 (2). 81-94.
24. Clark, Margaret S., Parastu Dubash, and Judson Mills. 1998. "Interest in Another's Consideration of One's Needs in Communal and Exchange Relationships." Journal of Experimental Social Psychology 34: 246-264.
25. Clark, Margaret S., Parastu Dubash and Judson Mills. 1979. "Interpersonal Attraction in Exchange and Communal Relationships." Journal of Personality and Social Psychology 37: 12-24.
26. Coase, Ronald. 1937. "The Nature of the Firm." Economica 4: 386-405.
27. Dam, Kenneth W. 1995. "Some Economic Consideration in the Intellectual Property Protection of Software." Journal of Legal Studies 24 (2). 321-377.
28. Deighton, John. 1992. "The Consumption of Performance." Journal of Consumer Research 19 (December). 362-372.
29. Delio, Michelle. 2002. "Lifters: An Idea in the Clouds." Wired May: 23-27.
30. Dickson, Peter Reid. 1992. "Toward a General Theory of Competitive Rationality." Journal of Marketing 56 (1). 69-83.
31. Dillon, William R., Thomas J. Madden, Amna Kirmani, and Soumen Mukherjee. 2001. "Understanding What's in a Brand Rating: A Model for Assessing Brand and Attribute Effects and Their Relationship to Brand Equity." Journal of Marketing Research 38 (4). 415-429.
32. Erdem, Tülin and Joffre Swait. 2004. "Brand Credibility, Brand Consideration, and Choice." Journalof Consumer Research 31 (1). 191-198.
33. Fielding, Roy T. 1999. "Shared Leadership in the Apache Project." Communications of the ACM 42 (4). 42-43.
34. Goetz, Thomas. 2003. "Open Source Everywhere." Wired November: 158-167.
35. Ha, Louisa. 1996. "Observations: Advertising Clutter in Consumer Magazines: Dimensions and Effects." Journal of Advertising Research 36 (4). 76-84.
36. Hamm, Steve. 2005. "Linux, Inc." Business Week Online. Available at http://www.businessweek.com/magazine/content/05_05/b3918001_mz001. htm
37. Handy, Charles B. 1991. The Age of Unreason. Boston: Harvard Business School Press.
38. Hatch, Mary Jo and Majken Schultz. 2001. "Are the Strategic Stars Aligned for Your Corporate Brand?" Harvard Business Review 79 (February). 128-134.
39. Havlena, William J. and Wayne S. DeSarbo. 1991. "On the Measurement of Perceived Consumer Risk." Decision Sciences 22 (4). 927-939.
40. Jones, Gareth R. 1983. "Transaction Costs, Property Rights and Organizational Culture: An Exchange Perspective." Administrative Science Quarterly 28: 454-467.
41. Kelly, Kevin. 1999. New Rules for the New Economy: 10 Radical Strategies for a Connected World. New York: Penguin.
42. Kirmani, Amna and Akshay R. Rao. 2000. "No Pain, No Gain: A Critical Review of the Literature on Signaling Unobservable Product Quality." Journal of Marketing 64 (2). 66-79.
43. Kogut, Bruce and Anca Metiu. 2001. "Open-Source Software Development and Distributed Innovation." Oxford Review of Economic Policy 17 (2). 248-266.
44. Kotler, Philip. 1986. "The Prosumer Movement: A New Challenge for Marketers." Advances in Consumer Research 13 (1). 510-513.
45. Lakhani, Karim R. and Eric von Hippel. 2003. "How Open Source Software Works: "Free" User-to-User Assistance." Research Policy 32 (6). 923-943.
46. Lane, Vicki and Robert Jacobson. 1995. "Stock Market Reactions to Brand Extension Announcements: The Effects of Brand Attitude and Familiarity." Journal of Marketing 59 (1). 63-78.
47. Lerner, Josh and Jean Tirole. 2002. "Some Simple Economics of Open Source." Journal of Industrial Economics 50 (2). 197-244.
48. "Linux 'Has the Potential to Fragment'." 2005. Business Week Online. Available at http://www.businessweek.com/magazine/content/05_05/ b3918010_mz001.htm
49. "The Litigious Yogi." 2004. The Economist 371 (8380). 64.
50. Ljungberg, J. 2000. "Open Source Movements as a Model for Organising." European Journal of Information Systems 9 (4). 208-220.
51. McAlexander, James H., John W. Schouten, and Harold F. Koenig. 2002. "Building Brand Community." Journal of Marketing 66 (1). 38-55.
52. McCaffrey, David P., Sue R. Faerman, and David W. Hart. 1995. "The Appeal and Difficulties of Participative Systems." Organization Science: A Journal of the Institute of Management Sciences 6 (6). 603-627.
53. Moerke, K. A. 2000. "Free Speech to a Machine? Encryption Software Source Code Is Not Constitutionally Protected 'Speech' Under the First Amendment." Minnesota Law Review 84 (4). 1007-1049.
54. Moorthy, Sridhar and Brian T. Ratchford. 1997. "Consumer Information Search Revisited: Theory and Empirical Analysis." Journal of Consumer Research 23 (4). 263-278.
55. Morrison, Pamela D., John H. Roberts, and Eric von Hippel. 2000. "Determinants of User Innovation and Innovation Sharing in a Local Market." Management Science 46 (12). 1513-1527.
56. Muniz, Albert and Thomas O'Guinn. 2001. "Brand Community." Journal of Consumer Research 27 (March). 412-432.
57. Muniz, Albert and Hope Jensen Schau. 2005. "Religiosity in the Abandoned Apple Newton Brand Community." Journal of Consumer Research 31 (March). 737-747.
58. Myatt, David P. and Chris Wallace. 2002. "Equilibrium Selection and Public-Good Provision: The Development of Open-Source Software." Oxford Review of Economic Policy 18 (4). 446-466.
59. Normann, Richard and Rafael Ramirez. 1993. "From Value Chain to Value Constellation: Designing Interactive Strategy." Harvard Business Review 71 (4). 65-77.
60. Norris, Martin. 1994. Wild at Heart. New York: Pan Macmillan.
61. O'Connor, P. J. and Gary L. Sullivan. 1995. "Market Segmentation: A Comparison of Benefits/Attributes Desired and Brand Preference." Psychology & Marketing 12 (7). 613-635.
62. "An Open-Source Shot in the Arm?" 2004. The Economist 371 (8379). 17-19.
63. O'Reilly, Tim. 1999. "Lessons From Open-Source Software Development." Communications of the ACM 42 (4). 32-37.
64. Pine, J. B., II and J. H. Gilmore. 1999. The Experience Economy: Work Is Theatre & Every Business a Stage. Boston: Harvard Business School Press.
65. Preece, Jenny. 2001. "Sociability and Usability in Online Communities: Determining and Measuring Success." Behaviour & Information Technology 20 (5). 347-356.
66. Ram, S. 1989. "Successful Innovation Using Strategies to Reduce Consumer Resistance." Journal of Product Innovation Management 6 (1). 20-34.
67. Ramirez, Rafael. 1999. "Value Co-Production: Intellectual Origins and Implications for Practice and Research." Strategic Management Journal 20 (1). 49-65.
68. Raymond, E. 2000. "Homesteading the Noosphere." Retrieved March 15, 2004 from http://www.catb.org/%7Eesr/writings/cathedral-bazaar/ homesteading/
69. Raymond, E. 2001. The Cathedral and the Bazaar: Musings on Linux and Open Source by an Accidental Revolutionary. Sebastopol, CA: O'Reilly & Associates.
70. Roberts, Russ. 2003. "Why Linux Is Wealthier Than Microsoft." BusinessWeek Online. Available at http://www.businessweek.com/technology/ content/nov2003/tc20031119_9737.htm
71. Schouten, John W. and James H. McAlexander. 1995. "Subcultures of Consumption: An Ethnography of the New Bikers." Journal of Consumer Research 22 (1). 43-62.
72. Schumpeter, Joseph. 1943. Capitalism, Socialism, and Democracy. London: Fakenham & Reading.
73. Shah, Sonali. 2000. "Sources and Patterns of Innovation in a Consumer Products Field." Working Paper #4105. Cambridge: Massachusetts Institute of Technology.
74. Sharma, Srinarayan, Vijayan Sugumaran, and Balaji Rajagopalan. 2002. "A Framework for Creating Hybrid-Open Source Software Communities." Information Systems Journal 12 (1). 7-25.
75. Sicca, Luigi Maria. 2000. "Chamber Music and Organization Theory: Some Typical Organizational Phenomena Seen Under the Microscope." Studies in Cultures, Organizations& Societies 6 (2). 145-169.
76. Simon, E. 1996. "Innovation and Intellectual Property Protection: The Software Industry Perspective." Columbia Journal of World Business 31 (1). 30-37.
77. Smith, George David and Frederick Dalzell. 2000. Wisdom From the Robber Barons: Enduring Business Lessons From Rockefeller, Morgan, and the First Industrialists. Cambridge, MA: Perseus.
78. Smith, Michael D. 2002. "The Impact of Shopbots on Electronic Markets." Journal of the Academy of Marketing Science 30 (4). 446.
79. Stone, Robert N. and Kjell Gronhaug. 1993. "Perceived Risk: Further Considerations for the Marketing Discipline." European Journal of Marketing 27 (3). 39.
80. Sullivan, Mary W. 1998. "How Brand Names Affect the Demand for Twin Automobiles." Journal of Marketing Research 35 (2). 154.
81. Teerlink, Rich and Lee Ozley. 2000. More Than a Motorcycle: The Leadership Journey at Harley-Davidson. Boston: Harvard Business School Press.
82. Trist, E. L. 1973. "Task and Contextual Environments for New Personal Values." In Towards a Social Ecology: Contextual Appreciation of the Future in the Present. Eds. F. E. Emery and E. L. Trist. London: Plenum, 182-189.
83. von Grotthuss, Marcin, Lucjan S. Wyrwicz, and Leszek Rychlewski. 2003. "Mrna Cap-1 Methyltransferase in the Sars Genome." Cell 113 (6). 701-702.
84. von Hippel, Eric. 1998. "Economics of Product Development by Users: The Impact of 'Sticky' Local Information." Management Science 44 (5). 629-644.
85. von Hippel, Eric. 2001. "Innovation by User Communities: Learning From Open-Source Software." Sloan Management Review 42 (4). 82-86.
86. von Hippel, Eric. and Georg Von Krogh. 2003. "Open Source Software and the 'Private-Collective' Innovation Model: Issues for Organization Science." Organization Science: A Journal of the Institute of Management Sciences 14 (2). 209-223.
87. Walden, Eric. 2000. "Some Value Propositions of Online Communities." Electronic Markets 10 (4). 244-249.
88. Watson, Richard T., Marie-Claude Boudreau, Martina Greiner, Donald Wynn, Paul York, and Rusen Gul. 2005. "Governance and Global Communities." Journal of International Management 11 (2). 125-142.
89. Williamson, Oliver. 1988. "Technology and Transaction Cost Economics." Journal of Economic Behavior and Organization 10: 355-363.
90. Williamson, Oliver. 1992. "Markets, Hierarchies, and the Modern Corporation: An Unfolding Perspective." Journal of Economic Behavior and Organization 17: 335-352.
91. Winchester, Simon. 1999. The Surgeon of Crowthorne: A Tale of Murder, Madness and Love of Words. London: Penguin.
92. Winchester, Simon. 2003. The Meaning of Everything: The Story of the Oxford English Dictionary. Oxford, UK: Oxford University Press.
93. Zeitlyn, David. 2003. "Gift Economies in the Development of Open Source Software: Anthropological Reflections." Research Policy 32: 1287-1291.