Technology has Agency too! Disentangling Technology's Causal and Structural Agency in a Service System
Abstract
This study explores how technology attains agency in a service system. By applying a systems view through the lenses of service-dominant logic and actor-network theory (ANT), we clarify and conceptualize resource and agency forms for a technology as it connects with other actors in a network as part of the value cocreation process. We conduct a qualitative study to explore a technology's role (i.e., VR-tours) in the residential real estate market. We find that VR-tour technology gains causal agency through others’ connection to and reliance on the technology. As value is determined, there is potential for structural agency, where it cocreates and transforms valuations, influencing actors to renegotiate their roles and practices and enabling value destabilization in the marketing system. Theoretical and macromarketing implications are discussed.
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Biographies
Kelley Cours Anderson is an Assistant Professor of Marketing at the College of Charleston (Ph.D., Texas Tech University). Kelley's scholarship focuses on how emerging digital media technology impacts the way we consume and build markets and is informed and motivated by 15 years of industry experience leading CRM and consumer insights teams. Her research has been published in Journal of Macromarketing, Journal of Consumer Behaviour, Journal of Retailing and Consumer Services, Journal of Real Estate Finance and Economics, and Marketing Education Review. Her working papers have been honored with several awards. More details can be found on her website: kelleycoursanderson.com.
Hans Hansen is an Associate Professor of Management at Texas Tech. His research interests in qualitative methods and narrative approaches across a variety of topics. His research articles have been published in the Journal of Management Studies, Organizational Research Methods, Human Relations, Organization Studies, Journal of Management Inquiry, and even Law Reviews. He is the author of Narrative Change (Columbia Business School Press) and is co-editor of the Sage Handbook of New and Emerging Approaches to Management and Organizations. Hans teaches Organizational Theory, Organizational Behavior, Negotiations, Innovation, Creativity, and Qualitative Research Methods for the undergraduate, MBA, and PhD programs.
Debra Laverie is the Minnie Stevens Piper Professor. Dr. Laverie's research explores the role of consumption in everyday activities, macro issues in marketing, digital marketing and the scholarship of teaching and learning. Her research has been published in the Journal of Consumer Research, Journal of Retailing, Marketing Education Review, Journal of Marketing Education, Journal of Public Policy and Marketing, Journal of Macromarketing, as well as others. She has been awarded The Chancellor's Distinguished Teaching Award, the Academy of Marketing Science Outstanding Teacher Award, and the President's Excellence in Teaching Award, and is a Texas Tech Integrated Scholar.
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