Journal article

Restoring balance: how consumers orchestrate family care following unplanned disruption

Flavia Cardoso, Pilar Rojas-Gaviria, Daiane Scaraboto

Journal of Marketing Management | Taylor & Francis (Routledge) | Published : 2020

Abstract

How do consumers orchestrate multiple and complex practices of care when faced with unplanned disruptions to their lives, such as chronic health conditions? We conduct a qualitative study of families where a child was diagnosed with Type-1 diabetes. Inspired by a dance metaphor, we explain how families (1) gather materials for movement, (2) link movements into phrases, and (3) develop an orchestrated style of care as they sense and respond to the dynamic requirements of caregiving when faced with insufficient or unfeasible market solutions. Adding this new perspective to the managerial view used by prior consumer research on family care, we propose an extended perspective on care, which bett..

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