Pub Date : 2023-05-07DOI: 10.1177/02761467231174027
Nguyen N. Q. Thu, Nguyen Dinh Tho
Drawing upon the time perspective and self-determination theories, this study examined the role of two personal resources of chief marketing officers (CMOs), including future focus and prosocial motivations (pleasure-based and pressure-based), in firms’ sustainability marketing commitment in Vietnam, an emerging and transitioning market. The results produced by structural equation modeling, based on a sample of 286 CMOs of firms, revealed that CMOs’ future focus had a positive effect on firms’ sustainability marketing commitment. In addition, pleasure-based and pressure-based motivations partially mediated the relationship between CMOs’ future focus and firms’ sustainability marketing commitment. The results produced by necessary condition analysis demonstrated that, among three CMOs’ personal resources, only CMOs’ pleasure-based prosocial motivation plays the role of a necessary condition for the presence of firms’ sustainability marketing commitment. The study findings highlight the role of CMOs’ personal resources in achieving sustainability marketing of firms in emerging and transitioning markets.
{"title":"Firms’ Sustainability Marketing Commitment: The Roles of Chief Marketing Officers’ Future Focus and Prosocial Motivation","authors":"Nguyen N. Q. Thu, Nguyen Dinh Tho","doi":"10.1177/02761467231174027","DOIUrl":"https://doi.org/10.1177/02761467231174027","url":null,"abstract":"Drawing upon the time perspective and self-determination theories, this study examined the role of two personal resources of chief marketing officers (CMOs), including future focus and prosocial motivations (pleasure-based and pressure-based), in firms’ sustainability marketing commitment in Vietnam, an emerging and transitioning market. The results produced by structural equation modeling, based on a sample of 286 CMOs of firms, revealed that CMOs’ future focus had a positive effect on firms’ sustainability marketing commitment. In addition, pleasure-based and pressure-based motivations partially mediated the relationship between CMOs’ future focus and firms’ sustainability marketing commitment. The results produced by necessary condition analysis demonstrated that, among three CMOs’ personal resources, only CMOs’ pleasure-based prosocial motivation plays the role of a necessary condition for the presence of firms’ sustainability marketing commitment. The study findings highlight the role of CMOs’ personal resources in achieving sustainability marketing of firms in emerging and transitioning markets.","PeriodicalId":47896,"journal":{"name":"Journal of Macromarketing","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-05-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135961118","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-04-25DOI: 10.1177/02761467231171892
Michelle I-Chieh Yang
This commentary examines the increasing politicization of tourism and attempts to theorize the phenomenon through a multilevel analysis. Tourism scholars have examined the link between politics and tourism through the prism of sustainability, terrorism, geopolitics, and tourism development. However, these studies have focused on different tourism activities or encounters without theorizing the relationship between politics and tourism consumption. This commentary argues that the increasing influence of nationalism in global politics, which also affects tourism consumption, requires a new conceptualization. The theoretical premise of political consumption is used to guide the multilevel (macro, meso, and micro) analysis of two recent tourist boycotts: 1) the THAAD incident between South Korea and China and 2) the APA boycott by Chinese tourists.
{"title":"Politicized Tourism Consumption","authors":"Michelle I-Chieh Yang","doi":"10.1177/02761467231171892","DOIUrl":"https://doi.org/10.1177/02761467231171892","url":null,"abstract":"This commentary examines the increasing politicization of tourism and attempts to theorize the phenomenon through a multilevel analysis. Tourism scholars have examined the link between politics and tourism through the prism of sustainability, terrorism, geopolitics, and tourism development. However, these studies have focused on different tourism activities or encounters without theorizing the relationship between politics and tourism consumption. This commentary argues that the increasing influence of nationalism in global politics, which also affects tourism consumption, requires a new conceptualization. The theoretical premise of political consumption is used to guide the multilevel (macro, meso, and micro) analysis of two recent tourist boycotts: 1) the THAAD incident between South Korea and China and 2) the APA boycott by Chinese tourists.","PeriodicalId":47896,"journal":{"name":"Journal of Macromarketing","volume":null,"pages":null},"PeriodicalIF":3.1,"publicationDate":"2023-04-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48072246","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-04-24DOI: 10.1177/02761467231170864
Ashley Deutsch
This article takes a structural approach to understand how complex organizations, in this case public school districts in the United States, implement programs to promote greater justice for consumers. Drawing on the integrative justice model as a guide, this study uses deductive grounded theory and axial coding to understand how social programs, such as the National School Lunch Program, both orchestrate and obstruct distributive justice (DJ). Leaning on public policy and macromarketing literature and using ethnographic data as a guide, the study proposes a market orchestration model of DJ to offer guidance on how social programs can promote greater DJ.
{"title":"Toward Market Orchestration of Distributive Justice: Rearticulation of the Integrative Justice Model for Social Programs","authors":"Ashley Deutsch","doi":"10.1177/02761467231170864","DOIUrl":"https://doi.org/10.1177/02761467231170864","url":null,"abstract":"This article takes a structural approach to understand how complex organizations, in this case public school districts in the United States, implement programs to promote greater justice for consumers. Drawing on the integrative justice model as a guide, this study uses deductive grounded theory and axial coding to understand how social programs, such as the National School Lunch Program, both orchestrate and obstruct distributive justice (DJ). Leaning on public policy and macromarketing literature and using ethnographic data as a guide, the study proposes a market orchestration model of DJ to offer guidance on how social programs can promote greater DJ.","PeriodicalId":47896,"journal":{"name":"Journal of Macromarketing","volume":null,"pages":null},"PeriodicalIF":3.1,"publicationDate":"2023-04-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48999069","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-04-21DOI: 10.1177/02761467231169571
Xiaoling Guo
Andres Barrios, Universidad de los Andes, Columbia Richard Glavee-Geo, NTNU-Norwegian University of Science and Technology, Norway Xiaoling Guo, University of International Business and Economics, China Joya Kemper, University of Auckland, New Zealand Angelina Le, USA Miranda Mirosa, University of Otago, New Zealand Shoaib Padela, Auckland University of Technology, New Zealand Chloe Preece, ESCP Business School, France Sangah Song, Indiana University East, USA
{"title":"Ad Hoc Reviewers Journal of Macromarketing Volume 43, Number 2, June 2023","authors":"Xiaoling Guo","doi":"10.1177/02761467231169571","DOIUrl":"https://doi.org/10.1177/02761467231169571","url":null,"abstract":"Andres Barrios, Universidad de los Andes, Columbia Richard Glavee-Geo, NTNU-Norwegian University of Science and Technology, Norway Xiaoling Guo, University of International Business and Economics, China Joya Kemper, University of Auckland, New Zealand Angelina Le, USA Miranda Mirosa, University of Otago, New Zealand Shoaib Padela, Auckland University of Technology, New Zealand Chloe Preece, ESCP Business School, France Sangah Song, Indiana University East, USA","PeriodicalId":47896,"journal":{"name":"Journal of Macromarketing","volume":null,"pages":null},"PeriodicalIF":3.1,"publicationDate":"2023-04-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45694719","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-04-16DOI: 10.1177/02761467231168874
Vladimir Demsar, C. Ferraro, July Nguyen, S. Sands
Cancellations, often referred to derogatively as “cancel culture”, are becoming increasingly pervasive in public discourse, political debate, and the marketing field. Cancellations pose a clear threat to established market actors and have the potential to re-organize institutional structures. However, empirical work investigating this phenomenon is limited. This study adopts an institutional theory lens to investigate how calls for brand cancellation unfold. In doing so, it provides insight into how markets are shaped to realign with prevailing institutional logics around political ideology, race, gender, sexuality, abuse, and corporate greed. Further, it outlines the triggers that prompt institutional entrepreneurs to attempt to delegitimize the existence of incumbent brands. It also reveals how various actors (consumers, brands, media, affiliates, influencers, opponents) engage in institutional work to disrupt, create, or maintain institutional logics, as well as their own legitimacy. Macro implications for social values, political factions, markets, marketing practices, and brands are discussed.
{"title":"Calling for Cancellation: Understanding how Markets Are Shaped to Realign With Prevailing Societal Values","authors":"Vladimir Demsar, C. Ferraro, July Nguyen, S. Sands","doi":"10.1177/02761467231168874","DOIUrl":"https://doi.org/10.1177/02761467231168874","url":null,"abstract":"Cancellations, often referred to derogatively as “cancel culture”, are becoming increasingly pervasive in public discourse, political debate, and the marketing field. Cancellations pose a clear threat to established market actors and have the potential to re-organize institutional structures. However, empirical work investigating this phenomenon is limited. This study adopts an institutional theory lens to investigate how calls for brand cancellation unfold. In doing so, it provides insight into how markets are shaped to realign with prevailing institutional logics around political ideology, race, gender, sexuality, abuse, and corporate greed. Further, it outlines the triggers that prompt institutional entrepreneurs to attempt to delegitimize the existence of incumbent brands. It also reveals how various actors (consumers, brands, media, affiliates, influencers, opponents) engage in institutional work to disrupt, create, or maintain institutional logics, as well as their own legitimacy. Macro implications for social values, political factions, markets, marketing practices, and brands are discussed.","PeriodicalId":47896,"journal":{"name":"Journal of Macromarketing","volume":null,"pages":null},"PeriodicalIF":3.1,"publicationDate":"2023-04-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41727760","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-04-11DOI: 10.1177/02761467231169880
Ben Wooliscroft, E. Ko
Henrich, Heine, and Norezayan (2010) published ‘The weirdest people in the world?’ in Behavoral and Brain Sciences (as of March, 2023 it has been cited 11 800 plus times in scholar.google). The paper introduced the concept of Western, Educated, Industrialised, Rich and Developed (WEIRD) countries/cultures and research subjects. It makes a cogent case for research based on those samples being unrepresentative of, and not useful to inform policy/behavior change/etc. of non-WEIRD countries. With this paper Henrich, Heine, and Norezayan (2010) have asked psychology and all social sciences to reflect on whether our findings represent the world, or just one small part of it. Macromarketing's assumptions and beliefs about fundamental human behavior have been shaped by psychology.
Henrich、Heine和Norezayan（2010）发表了《世界上最奇怪的人？》在Behavoral and Brain Sciences（截至2023年3月，该论文在scholar.google上被引用了11800多次）。该论文介绍了西方、受过教育、工业化、富裕和发达（WEIRD）国家/文化和研究主题的概念。它为基于这些样本的研究提供了一个令人信服的理由，这些样本不具有代表性，对政策/行为变化等没有帮助。非WEIRD国家。Henrich、Heine和Norezayan（2010）在这篇论文中要求心理学和所有社会科学反思我们的发现是否代表了世界，或者只是世界的一小部分。宏观营销对人类基本行为的假设和信念是由心理学塑造的。
{"title":"WEIRD is not Enough: Sustainability Insights from Non-WEIRD Countries","authors":"Ben Wooliscroft, E. Ko","doi":"10.1177/02761467231169880","DOIUrl":"https://doi.org/10.1177/02761467231169880","url":null,"abstract":"Henrich, Heine, and Norezayan (2010) published ‘The weirdest people in the world?’ in Behavoral and Brain Sciences (as of March, 2023 it has been cited 11 800 plus times in scholar.google). The paper introduced the concept of Western, Educated, Industrialised, Rich and Developed (WEIRD) countries/cultures and research subjects. It makes a cogent case for research based on those samples being unrepresentative of, and not useful to inform policy/behavior change/etc. of non-WEIRD countries. With this paper Henrich, Heine, and Norezayan (2010) have asked psychology and all social sciences to reflect on whether our findings represent the world, or just one small part of it. Macromarketing's assumptions and beliefs about fundamental human behavior have been shaped by psychology.","PeriodicalId":47896,"journal":{"name":"Journal of Macromarketing","volume":null,"pages":null},"PeriodicalIF":3.1,"publicationDate":"2023-04-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41289014","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-04-10DOI: 10.1177/02761467231168045
Sabeehuddin Hasan, Ben Wooliscroft, Alexandra Ganglmair‐Wooliscroft
WEIRD countries (Western, Educated, Industrialised, Rich, Democratic) consume well above the earth's capacity to produce. Non-WEIRD countries look on, with justifiable envy and want to increase their standard of living. Not only do we need to reduce consumption in WEIRD countries, we need also to understand the non-WEIRD citizens’ motivations to avoid/reduce future issues caused by over-consumption. This paper covers the breadth of phenomena of ethical consumption habits and their drivers in Pakistan. In-depth unstructured interviews were conducted with Pakistani respondents and analysed using laddering technique to uncover drivers of ethical consumption. Consumption choices in Pakistan are driven primarily by religiosity and frugality. While concern for health and environmental conservation is shared with WEIRD countries, underlying values (conformity and tradition) differ. These results emphasize the need to understand the drivers in developing societies and adjusting our marketing programs to improve societal wellbeing and environmental protection.
{"title":"Drivers of Ethical Consumption: Insights from a Developing Country","authors":"Sabeehuddin Hasan, Ben Wooliscroft, Alexandra Ganglmair‐Wooliscroft","doi":"10.1177/02761467231168045","DOIUrl":"https://doi.org/10.1177/02761467231168045","url":null,"abstract":"WEIRD countries (Western, Educated, Industrialised, Rich, Democratic) consume well above the earth's capacity to produce. Non-WEIRD countries look on, with justifiable envy and want to increase their standard of living. Not only do we need to reduce consumption in WEIRD countries, we need also to understand the non-WEIRD citizens’ motivations to avoid/reduce future issues caused by over-consumption. This paper covers the breadth of phenomena of ethical consumption habits and their drivers in Pakistan. In-depth unstructured interviews were conducted with Pakistani respondents and analysed using laddering technique to uncover drivers of ethical consumption. Consumption choices in Pakistan are driven primarily by religiosity and frugality. While concern for health and environmental conservation is shared with WEIRD countries, underlying values (conformity and tradition) differ. These results emphasize the need to understand the drivers in developing societies and adjusting our marketing programs to improve societal wellbeing and environmental protection.","PeriodicalId":47896,"journal":{"name":"Journal of Macromarketing","volume":null,"pages":null},"PeriodicalIF":3.1,"publicationDate":"2023-04-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43065438","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-04-06DOI: 10.1177/02761467231163754
Tiegan Bradley, Kelley Cours Anderson, Ashley Hass
Social media influencers have received significant recognition for their marketing capabilities but are also identified as contributing to several negative societal consequences. This commentary explores social media influencers’ emergent role and associated practices in the spread of kindness to benefit the larger society. Informed by parasocial and construal level theories, we introduce the concept of kindness contagion and conceptualize social media influencers’ kindness contagion cycle. The framework includes six authentic kindness practice forms in which influencers are most likely to reinforce their kindness-embedded relationship (e.g., posts of encouragement to be kind and kindness meditations). By integrating parasocial and construal level theories we go beyond the commonly discussed marketization capabilities for this actor to help generate insights into how a social media influencer can build an intimate, trusting relationship with their followers, to spread kindness among consumers. Practical and theoretical implications are also discussed in addition to future research directions.
{"title":"The Virtuous Cycle: Social Media Influencers’ Potential for Kindness Contagion","authors":"Tiegan Bradley, Kelley Cours Anderson, Ashley Hass","doi":"10.1177/02761467231163754","DOIUrl":"https://doi.org/10.1177/02761467231163754","url":null,"abstract":"Social media influencers have received significant recognition for their marketing capabilities but are also identified as contributing to several negative societal consequences. This commentary explores social media influencers’ emergent role and associated practices in the spread of kindness to benefit the larger society. Informed by parasocial and construal level theories, we introduce the concept of kindness contagion and conceptualize social media influencers’ kindness contagion cycle. The framework includes six authentic kindness practice forms in which influencers are most likely to reinforce their kindness-embedded relationship (e.g., posts of encouragement to be kind and kindness meditations). By integrating parasocial and construal level theories we go beyond the commonly discussed marketization capabilities for this actor to help generate insights into how a social media influencer can build an intimate, trusting relationship with their followers, to spread kindness among consumers. Practical and theoretical implications are also discussed in addition to future research directions.","PeriodicalId":47896,"journal":{"name":"Journal of Macromarketing","volume":null,"pages":null},"PeriodicalIF":3.1,"publicationDate":"2023-04-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43332229","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-03-22DOI: 10.1177/02761467231164960
Mona Nassar, Tara Goddard, Regine Freeman
This case study of a UK-based global fast fashion brand Boohoo encourages critical exploration of a complex, ethical and reputational crisis. Taking a macromarketing perspective, the reader is encouraged to consider all of the factors, actors and relationships in the industry, society and the supply chain to appreciate the resulting ethical considerations that arise. Boohoo has been described as a successful online company that provides a wide range of products, including clothing, footwear, beauty products and accessories. However, the company came under fire in July 2020 after an exposé published in the Sunday Times, the Sunday paper of The Times, named Britain's most trusted national newspaper. The exposé published a report from an undercover investigation that revealed some unacceptable practices in relation to working conditions. The poor working conditions were worsened by the COVID-19 outbreak. As the media criticised Boohoo, the company launched an independent review which eventually confirmed the allegations and stated that the investigation's findings were “substantially true”. Written from the perspective of a PR consultancy that wants to help Boohoo restore its reputation, the case uses secondary information to thoroughly understand Boohoo's situation. The PR consultants therefore investigate the Sunday Times’ allegations, Boohoo's practices and responses to those allegations, and the company's practices from an ethical point of view. The PR consultancy also investigates the fashion industry, with a focus on fast fashion, which creates an environment where suppliers and retailers in the system try to produce products as cheaply and profitably as possible. To fully understand those affected by this exposé, those influential to the industry and those stakeholders who govern or put pressure on the industry, they consider: the people and local government of Leicester (pronounced Lester), the supplier factories, national government websites and views of pressure groups and charities.
{"title":"Walk the Talk: The Boohoo Case Study","authors":"Mona Nassar, Tara Goddard, Regine Freeman","doi":"10.1177/02761467231164960","DOIUrl":"https://doi.org/10.1177/02761467231164960","url":null,"abstract":"This case study of a UK-based global fast fashion brand Boohoo encourages critical exploration of a complex, ethical and reputational crisis. Taking a macromarketing perspective, the reader is encouraged to consider all of the factors, actors and relationships in the industry, society and the supply chain to appreciate the resulting ethical considerations that arise. Boohoo has been described as a successful online company that provides a wide range of products, including clothing, footwear, beauty products and accessories. However, the company came under fire in July 2020 after an exposé published in the Sunday Times, the Sunday paper of The Times, named Britain's most trusted national newspaper. The exposé published a report from an undercover investigation that revealed some unacceptable practices in relation to working conditions. The poor working conditions were worsened by the COVID-19 outbreak. As the media criticised Boohoo, the company launched an independent review which eventually confirmed the allegations and stated that the investigation's findings were “substantially true”. Written from the perspective of a PR consultancy that wants to help Boohoo restore its reputation, the case uses secondary information to thoroughly understand Boohoo's situation. The PR consultants therefore investigate the Sunday Times’ allegations, Boohoo's practices and responses to those allegations, and the company's practices from an ethical point of view. The PR consultancy also investigates the fashion industry, with a focus on fast fashion, which creates an environment where suppliers and retailers in the system try to produce products as cheaply and profitably as possible. To fully understand those affected by this exposé, those influential to the industry and those stakeholders who govern or put pressure on the industry, they consider: the people and local government of Leicester (pronounced Lester), the supplier factories, national government websites and views of pressure groups and charities.","PeriodicalId":47896,"journal":{"name":"Journal of Macromarketing","volume":null,"pages":null},"PeriodicalIF":3.1,"publicationDate":"2023-03-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41867332","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-03-20DOI: 10.1177/02761467231162509
Wided Batat
Marketing is perceived as both a solution and a problem, depending on one's perspective, the context, and the source of the narrative. For instance, media agents portray marketing at its worst: as a superficial and manipulative practice designed to dupe consumers; or at its best as a “trick” instead of a process that requires cutting-edge knowledge and analytical, strategic, and creative skills. In this essay, I examine the image of marketing among various market actors (i.e., digital players, influencers, media agents) as well as academics. The goal is to understand both the rising interest and skepticism towards marketing as an organizational activity and a scientific discipline. The objective is to restore the poor image of marketing by shifting the focus towards a more comprehensive understanding of what is inside the “black box” of marketing. I then propose a restoration process through legitimization and diffusion involving both marketing academics and marketplace agents. The goal is to help restore the image of marketing and unveil its power as a major force for positive social change, creativity, competitiveness, and well-being.
{"title":"Is Marketing a Victim of its Own Success? A Restoration Process to Unlock Marketing's Power for Creativity, Competitiveness, and Well-Being","authors":"Wided Batat","doi":"10.1177/02761467231162509","DOIUrl":"https://doi.org/10.1177/02761467231162509","url":null,"abstract":"Marketing is perceived as both a solution and a problem, depending on one's perspective, the context, and the source of the narrative. For instance, media agents portray marketing at its worst: as a superficial and manipulative practice designed to dupe consumers; or at its best as a “trick” instead of a process that requires cutting-edge knowledge and analytical, strategic, and creative skills. In this essay, I examine the image of marketing among various market actors (i.e., digital players, influencers, media agents) as well as academics. The goal is to understand both the rising interest and skepticism towards marketing as an organizational activity and a scientific discipline. The objective is to restore the poor image of marketing by shifting the focus towards a more comprehensive understanding of what is inside the “black box” of marketing. I then propose a restoration process through legitimization and diffusion involving both marketing academics and marketplace agents. The goal is to help restore the image of marketing and unveil its power as a major force for positive social change, creativity, competitiveness, and well-being.","PeriodicalId":47896,"journal":{"name":"Journal of Macromarketing","volume":null,"pages":null},"PeriodicalIF":3.1,"publicationDate":"2023-03-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46648521","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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