Julien Cayla
I am an Associate Professor of Marketing at Nanyang Business School(Singapore). I received my PhD from the University of Colorado (Boulder, United States) where I majored in marketing and minored in cultural anthropology.
The research question I am currently focusing on is: Why and how do service interactions vary across cultural contexts? I am especially interested in understanding what “good service” means to the organisations that do service work, and how these ideas about service are put into practice in interactions with customers. I study service in service interactions in different industry contexts and cultures.
Address: Div of Marketing & International Business
College of Business (Nanyang Business School)
Nanyang Technological University
S3-01A-15, 50 Nanyang Avenue
Singapore 639798
The research question I am currently focusing on is: Why and how do service interactions vary across cultural contexts? I am especially interested in understanding what “good service” means to the organisations that do service work, and how these ideas about service are put into practice in interactions with customers. I study service in service interactions in different industry contexts and cultures.
Address: Div of Marketing & International Business
College of Business (Nanyang Business School)
Nanyang Technological University
S3-01A-15, 50 Nanyang Avenue
Singapore 639798
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Papers by Julien Cayla
trainers in India, see their jobs? In this paper, we build on extensive
fieldwork in gyms and coffee chains that cater to the emerging Indian
middle classes. Our research highlights the importance of respect and
recognition in making service interactions more meaningful for new
service workers. Generally hailing from the lower middle classes, new
service work offers important opportunities to interact with and learn
from English-speaking upper middle-class customers and clients. Besides
the opportunity to interact and learn, the acknowledgement they
receive for their skills and (bodily) accomplishments make such
professions attractive as well. Even if this holds the potential for upward
socioeconomic mobility, our findings also point at the resilience of
social hierarchies. Drawing on literature on service interactions and new
middle-class formation in India, this paper provides important insight
into how young Indians navigate and negotiate the opportunities and
pitfalls that come with the country’s changing socioeconomic landscape.
individuals and that the unavoidable development of markets worldwide will transform us all into modern consumers. This paradigm, which places Western consumers at the end of history and people from non-Western nations at the beginning, is at the core of marketing’s social imaginary—that is, the set
of values, institutions, and symbols that animate the practice and teaching of marketing. Yet this social imaginary is rarely examined or questioned. This is all the more problematic because of the increasing reach of marketing discourse, tools, and techniques all over the world.
fetishization of consumers, that is, how in the process of understanding and managing markets, a quasimagical
fascination with amalgams of consumer voices, images, and artefacts comes about.
ethnographic stories give executives a unique means of understanding market realities. By working through the rich details of ethnographic stories infused with the tensions, contradictions, and emotions of people's everyday lives, executives are better able to grasp the complexity of consumer cultures. Overall, this research should help
managers leverage the catalytic effects of ethnographic storytelling in their efforts to learn about and understand market contexts
as it expands and globalizes, this research offers new insights into foreign market learning and adaptation. The authors extend this analysis to provide valuable recommendations to managers for making organizational identity a more explicit component of global marketing strategy.
trainers in India, see their jobs? In this paper, we build on extensive
fieldwork in gyms and coffee chains that cater to the emerging Indian
middle classes. Our research highlights the importance of respect and
recognition in making service interactions more meaningful for new
service workers. Generally hailing from the lower middle classes, new
service work offers important opportunities to interact with and learn
from English-speaking upper middle-class customers and clients. Besides
the opportunity to interact and learn, the acknowledgement they
receive for their skills and (bodily) accomplishments make such
professions attractive as well. Even if this holds the potential for upward
socioeconomic mobility, our findings also point at the resilience of
social hierarchies. Drawing on literature on service interactions and new
middle-class formation in India, this paper provides important insight
into how young Indians navigate and negotiate the opportunities and
pitfalls that come with the country’s changing socioeconomic landscape.
individuals and that the unavoidable development of markets worldwide will transform us all into modern consumers. This paradigm, which places Western consumers at the end of history and people from non-Western nations at the beginning, is at the core of marketing’s social imaginary—that is, the set
of values, institutions, and symbols that animate the practice and teaching of marketing. Yet this social imaginary is rarely examined or questioned. This is all the more problematic because of the increasing reach of marketing discourse, tools, and techniques all over the world.
fetishization of consumers, that is, how in the process of understanding and managing markets, a quasimagical
fascination with amalgams of consumer voices, images, and artefacts comes about.
ethnographic stories give executives a unique means of understanding market realities. By working through the rich details of ethnographic stories infused with the tensions, contradictions, and emotions of people's everyday lives, executives are better able to grasp the complexity of consumer cultures. Overall, this research should help
managers leverage the catalytic effects of ethnographic storytelling in their efforts to learn about and understand market contexts
as it expands and globalizes, this research offers new insights into foreign market learning and adaptation. The authors extend this analysis to provide valuable recommendations to managers for making organizational identity a more explicit component of global marketing strategy.