Layton's Marketing Systems at the Intersection of Provisioning Systems: Examining Failure

Abstract

Drawing on the work of Layton and Duffy, and Williams, Davey and Johnstone, this paper examines the infant formula marketing system. Using a Systems of Provisioning approach, marketing system failure as a result of regulatory intervention at the intersection of two systems is conceptualized - the infant health system and the infant formula marketing system. Positive population-based outcomes for breast feeding rates and negative stigmatizing outcomes at an individual consumer level occur as the two provisioning systems respond to regulatory interventions. The mechanisms are identified whereby intervention restricts participant choice and coevolution of the marketing system contributing to the failure. Taking a Systems of Provisioning approach, we advance the understanding of marketing system failure, and we recommend co-design processes involving multiple stakeholders as a way forward to remedy such occurrences.