Let’s ROC : a dynamic experience-based roadmap for relational engagement

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Preece, Chloe and Rojas-Gaviria, Pilar and Cappellini, Benedetta and Kerrigan, Finola and Hewer, Paul and Higgins, Leighanne and Sobande, Francesca (2025) Let’s ROC : a dynamic experience-based roadmap for relational engagement. European Journal of Marketing. ISSN 0309-0566 (In Press) (https://doi.org/10.1108/ejm-04-2024-0333)

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Abstract

Design/methodology/approach – This paper emerges out of an ongoing collaboration between consumer researchers and a theatre company. In analysing the complexities and dilemmas of conducting relational engagement, we reflect on a number of key learnings to extend these to other researchers. Purpose – We provide researchers with an experience-based roadmap for relational engagement which illustrates how to scale from small impacts to larger ones. While the relational engagement approach is still nascent and unfolding, it is being advocated and implemented without a full understanding of the balancing act and complex trade-offs it requires. Findings – We highlight some of the antecedents of relational engagement including mutual understanding and nurturing rapport. We demonstrate that relational engagement requires a number of iterative cycles, indicative of the time commitment needed to form a successful partner relationship. We show the significance of a purpose-centric perspective and note that the ethical responsibilities of such a perspective require an adaptive and reflexive approach, which in practice can mean ceding power. Research limitations/implications – Our research is limited in that it focuses on only one emerging example of relational engagement in a particular context, namely the cultural sector. Further research will be needed to develop the roadmap in adapting it to ensure applicability in other contexts. Practical implications – Our work shows that impact-making has a dynamic, non-linear shape that requires an open mindset, curiosity and the capacity to imagine different configurations of partners within the ecosystems in which we work. Social Implications – We present novel insights around the caring challenges that emerge in relational engagement and how a caring approach is required as well as the values that emerge out of such an approach. Originality/value - The originality of this paper lies in recognising the reciprocal but not necessarily equivalent relations that underpin impact projects and demonstrating how developing a caring in action approach can generate closer cooperation between researchers and cocreation partners for practical and impactful knowledge development.

ORCID iDs

Preece, Chloe, Rojas-Gaviria, Pilar, Cappellini, Benedetta, Kerrigan, Finola, Hewer, Paul ORCID logoORCID: https://orcid.org/0000-0002-7661-8195, Higgins, Leighanne and Sobande, Francesca;
CORE (COnnecting REpositories)