Reconceptualizing, Measuring, and Managing Time and Key Temporal Factors in Modern Marketing: A Conceptual Framework of Holistic Time—Abstract

Historically, when issues of time and temporality were considered within marketing and other contexts, they were viewed in a defined and discriminant manner as reflected through clock and/or calendar time, i.e., objective time. While the use of objective measures has traditionally been appropriate when considering time, anecdotal evidence and recent work across multiple disciplines suggest the value of applying alternate, nonlinear temporal frameworks (Kaufman-Scarborough 2006; Lee and Liebenau 1999; Mosakowski and Earley 2000). These discussions suggest that while objective time remains situationally relevant, it is in itself an insufficient means by which to examine antecedent, focal, and outcome variables and that the use of alternate temporal conceptual frameworks should provide additional insights.