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Reconnecting Marketing to Markets$
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Luis Araujo, John Finch, and Hans Kjellberg

Print publication date: 2010

Print ISBN-13: 9780199578061

Published to Oxford Scholarship Online: January 2012

DOI: 10.1093/acprof:oso/9780199578061.001.0001

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Marketing on trial

Marketing on trial

The SAS EuroBonus case

(p.181) 9 Marketing on trial
Reconnecting Marketing to Markets

Hans Kjellberg

Oxford University Press

This chapter explores the ongoing realization of the Swedish market for air travel over a twenty-year period. It traces how competing efforts to organize this market came to interfere with each other during a protracted controversy between the airline operator SAS and the Swedish Competition Authority (SCA) regarding the legality of EuroBonus, SAS' frequent flyer programme. This programme is shown to carry a statement about the air travel market: by rewarding loyal customers it proposes to make future market exchanges dependent on previous ones. The controversy thus becomes a struggle between two market versions: the international air travel market with frequent flyer programmes promoted by SAS, and the domestic Swedish air travel market with competition promoted by the SCA. By highlighting the shifting and precarious roles of both marketing and regulatory efforts, the chapter questions the use of tidy concepts like market institutions to explain how markets are shaped.

Keywords:   performation, struggle, captation device, market shaping, market practices

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