Table 5. EM main foci: the three Ps –...

Table 5.

EM main foci: the three Ps – summary of the findings and illustrative excerpts from the data

Characteristics	Examples from the data
Main aim: gaining market trust and legitimacy by presenting proofs of value, based on credible people and a sound offer
The product plays a vital role during the whole EM process. Productisement refers to the use of the products or services as communication tools and proofs of capability Communication with the market is considered more effective through people, both internal and external, such as influencers (ambassadors, prescribers and customers) that truly believe in the company’s products and brand To gain market legitimacy and trustworthiness, it is necessary to present proofs of value, particularly supported by a reliable offer Being true and genuine are considered relevant aspects of EM	«The product is the most important marketing tool» (#26: Digital Technologies) «The main reason for creating this product was to promote ourselves… It had a very good impact» (#32: Digital Technologies) «There is the case of [brand ambassador’s name]… we liked him, although he has not many fans. It was also important his willing to be an ambassador, that is, the passion he showed for the brand» (#1: Textiles) «At the beginning we have no credibility in the market… Today we can show our portfolio and show that we are capable of what we claim, which helps ensuring the customer that what we have is reliable» (#21: Engineering) «I put extreme care into my work because it is my only marketing tool …. It is easy to create an image to convey through advertising, you just have to pay someone to do it … and it works! But it can be easily demolished, whereas if you create an image based on the quality of your daily good work, it is much less easy to destroy it» (#14: Engineering)

Characteristics	Examples from the data
Main aim: gaining market trust and legitimacy by presenting proofs of value, based on credible people and a sound offer
The product plays a vital role during the whole EM process. Productisement refers to the use of the products or services as communication tools and proofs of capabilityCommunication with the market is considered more effective through people, both internal and external, such as influencers (ambassadors, prescribers and customers) that truly believe in the company’s products and brandTo gain market legitimacy and trustworthiness, it is necessary to present proofs of value, particularly supported by a reliable offerBeing true and genuine are considered relevant aspects of EM	«The product is the most important marketing tool» (#26: Digital Technologies)«The main reason for creating this product was to promote ourselves… It had a very good impact» (#32: Digital Technologies)«There is the case of [brand ambassador’s name]… we liked him, although he has not many fans. It was also important his willing to be an ambassador, that is, the passion he showed for the brand» (#1: Textiles)«At the beginning we have no credibility in the market… Today we can show our portfolio and show that we are capable of what we claim, which helps ensuring the customer that what we have is reliable» (#21: Engineering)«I put extreme care into my work because it is my only marketing tool …. It is easy to create an image to convey through advertising, you just have to pay someone to do it … and it works! But it can be easily demolished, whereas if you create an image based on the quality of your daily good work, it is much less easy to destroy it» (#14: Engineering)

Characteristics

Examples from the data

Main aim: gaining market trust and legitimacy by presenting proofs of value, based on credible people and a sound offer

The product plays a vital role during the whole EM process. Productisement refers to the use of the products or services as communication tools and proofs of capabilityCommunication with the market is considered more effective through people, both internal and external, such as influencers (ambassadors, prescribers and customers) that truly believe in the company’s products and brandTo gain market legitimacy and trustworthiness, it is necessary to present proofs of value, particularly supported by a reliable offerBeing true and genuine are considered relevant aspects of EM

«The product is the most important marketing tool» (#26: Digital Technologies)«The main reason for creating this product was to promote ourselves… It had a very good impact» (#32: Digital Technologies)«There is the case of [brand ambassador’s name]… we liked him, although he has not many fans. It was also important his willing to be an ambassador, that is, the passion he showed for the brand» (#1: Textiles)«At the beginning we have no credibility in the market… Today we can show our portfolio and show that we are capable of what we claim, which helps ensuring the customer that what we have is reliable» (#21: Engineering)«I put extreme care into my work because it is my only marketing tool …. It is easy to create an image to convey through advertising, you just have to pay someone to do it … and it works! But it can be easily demolished, whereas if you create an image based on the quality of your daily good work, it is much less easy to destroy it» (#14: Engineering)

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