Pub Date : 2023-02-07DOI: 10.1177/02761467231153573
Francisco J. Conejo, Wilson Rojas, A. L. Zamora, C. Young
Before governments formulate sustainable consumption policies, people's environmental attitudes must be ascertained. This study explores Costa Ricans’ interest in green products, those with a reduced ecological impact. A large sample is used, N = 1,036, representative of the country's adult population. Analyses indicate that consumers that are female, Generation Z, university-educated, and mid-high socio-economically have significantly higher Green Product Involvement/GPI levels. Surprisingly, Millennial and high-class GPI levels were but average. Overall GPI was also low, just 44%. Despite Costa Rica's stellar sustainability reputation, green products are hardly relevant to its people. This hinders the country from being truly sustainable. Counter to some views, bi/multivariate results indicate that demographic variables still play a key role in establishing (un)sustainable consumer profiles. Demographic indicators are simple, convenient, and effective segmentation criteria. They should not be discounted, especially by resource-strapped developing countries. Some preliminary suggestions indicate how Costa Rican consumption might be made more sustainable.
{"title":"Really That Sustainable? Exploring Costa Ricans’ Green Product Involvement","authors":"Francisco J. Conejo, Wilson Rojas, A. L. Zamora, C. Young","doi":"10.1177/02761467231153573","DOIUrl":"https://doi.org/10.1177/02761467231153573","url":null,"abstract":"Before governments formulate sustainable consumption policies, people's environmental attitudes must be ascertained. This study explores Costa Ricans’ interest in green products, those with a reduced ecological impact. A large sample is used, N = 1,036, representative of the country's adult population. Analyses indicate that consumers that are female, Generation Z, university-educated, and mid-high socio-economically have significantly higher Green Product Involvement/GPI levels. Surprisingly, Millennial and high-class GPI levels were but average. Overall GPI was also low, just 44%. Despite Costa Rica's stellar sustainability reputation, green products are hardly relevant to its people. This hinders the country from being truly sustainable. Counter to some views, bi/multivariate results indicate that demographic variables still play a key role in establishing (un)sustainable consumer profiles. Demographic indicators are simple, convenient, and effective segmentation criteria. They should not be discounted, especially by resource-strapped developing countries. Some preliminary suggestions indicate how Costa Rican consumption might be made more sustainable.","PeriodicalId":47896,"journal":{"name":"Journal of Macromarketing","volume":"43 1","pages":"215 - 232"},"PeriodicalIF":3.1,"publicationDate":"2023-02-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49132755","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 : 2023-01-13DOI: 10.1177/02761467221149904
{"title":"Ad Hoc Reviewers Journal of Macromarketing Volume 43, Number 1, March 2023","authors":"","doi":"10.1177/02761467221149904","DOIUrl":"https://doi.org/10.1177/02761467221149904","url":null,"abstract":"","PeriodicalId":47896,"journal":{"name":"Journal of Macromarketing","volume":"43 1","pages":"4 - 4"},"PeriodicalIF":3.1,"publicationDate":"2023-01-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46293250","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 : 2023-01-13DOI: 10.1177/02761467221150167
Charles Arthur Ingene, Virginia Newell Lusch
This abstract highlights Bob Lusch's stature in the profession, followed by a summery of four papers that extend Service-Dominant Logic originally developed by Lusch and Vargo. Three of Bob Lusch's ca-authors highlight their very positive interactions with Lusch. The abstract concludes with a brief synopsis of the Eulogy delivered at Bob's Funeral.
{"title":"Recent Extensions of Robert F. Lusch's “Big Picture” Thinking","authors":"Charles Arthur Ingene, Virginia Newell Lusch","doi":"10.1177/02761467221150167","DOIUrl":"https://doi.org/10.1177/02761467221150167","url":null,"abstract":"This abstract highlights Bob Lusch's stature in the profession, followed by a summery of four papers that extend Service-Dominant Logic originally developed by Lusch and Vargo. Three of Bob Lusch's ca-authors highlight their very positive interactions with Lusch. The abstract concludes with a brief synopsis of the Eulogy delivered at Bob's Funeral.","PeriodicalId":47896,"journal":{"name":"Journal of Macromarketing","volume":"43 1","pages":"32 - 35"},"PeriodicalIF":3.1,"publicationDate":"2023-01-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48288158","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 : 2022-11-21DOI: 10.1177/02761467221136264
Courtney Nations Azzari, Charlene A. Dadzie, S. Baker
Driven by social media to capture each moment in life and to “keep up with the Joneses,” nearly every ritual is now cause for luxury consumption, fostering a culture in which bigger and grander is better. However, this commentary raises questions about these practices. How much is too much? What is truly better? Macromarketers must continue to weigh in on these issues. This commentary melds literature on consumer rituals, transformative luxury, and consumer well-being to explore what happens when consumers begin incorporating elements of luxury into more mundane and personal, but highly visible, ritual consumption practices, such as gender-reveal celebrations, divorce parties, and preschool graduations. We elucidate the field of transformative luxury research, examining the ways new and adapted rituals (infused with luxury) transform individual lives and culture, the impact of ritual disruptions, the roles of external influencers (e.g., social media, marketing), and the positive and negative impacts of these practices on consumer well-being.
{"title":"The Role of Luxury in Rituals and Its Transformative Potential for Consumer Well-Being","authors":"Courtney Nations Azzari, Charlene A. Dadzie, S. Baker","doi":"10.1177/02761467221136264","DOIUrl":"https://doi.org/10.1177/02761467221136264","url":null,"abstract":"Driven by social media to capture each moment in life and to “keep up with the Joneses,” nearly every ritual is now cause for luxury consumption, fostering a culture in which bigger and grander is better. However, this commentary raises questions about these practices. How much is too much? What is truly better? Macromarketers must continue to weigh in on these issues. This commentary melds literature on consumer rituals, transformative luxury, and consumer well-being to explore what happens when consumers begin incorporating elements of luxury into more mundane and personal, but highly visible, ritual consumption practices, such as gender-reveal celebrations, divorce parties, and preschool graduations. We elucidate the field of transformative luxury research, examining the ways new and adapted rituals (infused with luxury) transform individual lives and culture, the impact of ritual disruptions, the roles of external influencers (e.g., social media, marketing), and the positive and negative impacts of these practices on consumer well-being.","PeriodicalId":47896,"journal":{"name":"Journal of Macromarketing","volume":"42 1","pages":"630 - 639"},"PeriodicalIF":3.1,"publicationDate":"2022-11-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47005459","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 : 2022-11-21DOI: 10.1177/02761467221136785
{"title":"Ad Hoc Reviewers Journal of Macromarketing Volume 42, Number 4, December 2022","authors":"","doi":"10.1177/02761467221136785","DOIUrl":"https://doi.org/10.1177/02761467221136785","url":null,"abstract":"","PeriodicalId":47896,"journal":{"name":"Journal of Macromarketing","volume":"42 1","pages":"477 - 477"},"PeriodicalIF":3.1,"publicationDate":"2022-11-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48927075","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 : 2022-11-20DOI: 10.1177/02761467221141015
Akshatha Jain
In most of the managerial processes, companies and firms often face uncertainty and negligence regarding environmental performance. As a result, unsustainable business practices continue without much care for nature or the environment. This review aims to analyze Mark Peterson’s text, Sustainable Marketing: A Holistic Approach 2021, in comparison with Peterson’s earlier text, Sustainable Enterprise: A Macromarketing Approach 2012 edition. Peterson’s work is the first of its kind to present a holistic approach for businesses to operate ecosustainably while producing material gains at the same time. This review is structured around a brief synopsis of the chapters of the book Sustainable Marketing: A Holistic Approach 2021. This review then compares the 2012 edition with the 2012 edition by first presenting the thematic content similarities, then highlights the differences found between the texts. This review critically analyses Peterson’s more recent text, Sustainable Marketing: A Holistic Approach 2021, and evaluates this text by propounding its most significant and critical points. Afterwards, this review establishes its stance regarding Peterson’s texts. This review should be useful for entrepreneurs, business practitioners, and marketers as well as researchers. Peterson’s Sustainable Marketing text can be an intellect guide for readers regarding successful operation of businesses sustainably and eco-sufficiently. Today’s consumption-driven approach to marketing activities may be said to have led to some unsustainable marketing practices which, in turn, have continued for a long time (Kapeller and Schütz 2015). Further, these unsustainable marketing practices have been growing at an unprecedented rate. Overall, these actions have caused the massive depletion of the Earth’s resources (Hunt 1976). In turn, this has resulted in environmental degradation, pollution, climate change, depletion of resources, and social disparities (Dean and McMullen 2007). Moreover, marketers appear to be only responsive to market demands, regardless of the impact on the environment. Consequently, consumer demands are no longer in line with sustainable marketing. Companies appear to be only pursuing economic goals with less regards for humanity or nature may find their business deteriorating over time (Easterly 2007). In this regard, Mark Peterson, a professor at the University of Wyoming, brings up his magnum opus, Sustainable Marketing: A Holistic Approach 2021, to provide a guide for businesses to learn to operate in a holistic manner— by considering the impact of various marketing activities over the environment and society. This book presents insights into how to identify opportunities during uncertain times with limited resources and to make the best use of them. Moreover, the theme of “macromarketing” introduces ways in which marketing systems impact society and the environment (Hunt 2012). A similar theme is established throughout the book along with answers t
在大多数管理过程中，公司和企业经常面临环境绩效方面的不确定性和疏忽。因此，不可持续的商业行为继续存在，对自然和环境没有太多的关心。本综述旨在分析马克·彼得森的文本《可持续营销:整体方法2021》，并与彼得森早期的文本《可持续企业:宏观营销方法2012》进行比较。彼得森的研究首次提出了一种全面的方法，让企业在实现生态可持续经营的同时，也能产生物质收益。这篇评论是围绕着《可持续营销:整体方法2021》一书章节的简要概述而进行的。本文将2012年版与2012年版进行比较，首先展示主题内容的相似性，然后突出文本之间的差异。这篇评论批判性地分析了彼得森最近的文本，可持续营销:整体方法2021，并通过提出其最重要和最关键的观点来评估这篇文章。随后，本文确立了对彼得森文本的立场。这篇综述应该对企业家、商业从业者、营销人员以及研究人员有用。彼得森的可持续营销文本可以为读者提供关于企业可持续和生态充分成功运作的智力指南。今天的消费驱动的营销活动的方法可以说导致了一些不可持续的营销实践，反过来，已经持续了很长一段时间(Kapeller和sch<e:1> tz 2015)。此外，这些不可持续的营销行为正以前所未有的速度增长。总的来说，这些行为导致了地球资源的大量枯竭(Hunt 1976)。反过来，这又导致了环境退化、污染、气候变化、资源枯竭和社会差距(Dean and McMullen 2007)。此外，营销人员似乎只对市场需求作出反应，而不考虑对环境的影响。因此，消费者的需求不再符合可持续营销。公司似乎只追求经济目标，而不关心人性或自然，可能会发现他们的业务随着时间的推移而恶化(Easterly 2007)。在这方面，怀俄明大学教授马克·彼得森(Mark Peterson)提出了他的代表作《可持续营销:整体方法2021》(Sustainable Marketing: a Holistic Approach 2021)，通过考虑各种营销活动对环境和社会的影响，为企业学习以整体方式运营提供了指南。这本书介绍了如何在不确定的时期用有限的资源识别机会，并充分利用它们的见解。此外，“宏观营销”的主题介绍了营销系统影响社会和环境的方式(Hunt 2012)。类似的主题贯穿全书，并回答了企业如何在不破坏环境的情况下创建和维持的问题，无论现有的资源如何。2021年出版的这本书的一个显著特点是，在每一章的末尾，它都提供了企业大亨的例子。“特立独行的人是谁”一节就是这样一个例子，它不仅描绘了可持续企业创造的想法，而且用现实生活中的例子来证明它。其中一个例子是英特公司的首席执行官雷·安德森和联合利华的首席执行官保罗·波尔曼。彼得森的两本书(2012年版和2021年版)都对营销实践进行了严格的调查，以最大限度地减少对社会和环境的不利影响。现在是采取修订版的三重底线战略来制止有害做法的时候了。整体的方法应该基于3Ps，即人、地球和利润。这种修订后的方法不包括必须放弃自己的底线，而使用一种只注重企业利润和物质利益的方法。相反，彼得森2021年的文本简洁地解决了企业如何在继续获得利润的同时，仍然可以改变他们的方法，以创造可持续的生态友好型产品，并使消费者产生负责任的消费意识。总体而言，目标是提高生态效率、生态充足性和生态平衡。这本2012年出版的书由四个部分组成。本书的第1部分包括宏观营销的背景知识，以增加读者对当今营销世界正在发生的事情的了解。本书的第二部分介绍了影响21世纪市场营销的因素，如授权消费者、合作公司关系和全球化。本书的第三部分涉及涉及自然环境的大量问题，以及市场营销如何导致自然环境的疯狂枯竭。 该书的第四部分讨论了与社会间财富分配不均有关的问题，以及减轻贫困以促进市场发展的必要性。彼得森提出了与公司从事图书和媒体评论的混合组织和慈善事业有关的见解
{"title":"Book Review: Sustainable Marketing: A Holistic Approach by Mark Peterson","authors":"Akshatha Jain","doi":"10.1177/02761467221141015","DOIUrl":"https://doi.org/10.1177/02761467221141015","url":null,"abstract":"In most of the managerial processes, companies and firms often face uncertainty and negligence regarding environmental performance. As a result, unsustainable business practices continue without much care for nature or the environment. This review aims to analyze Mark Peterson’s text, Sustainable Marketing: A Holistic Approach 2021, in comparison with Peterson’s earlier text, Sustainable Enterprise: A Macromarketing Approach 2012 edition. Peterson’s work is the first of its kind to present a holistic approach for businesses to operate ecosustainably while producing material gains at the same time. This review is structured around a brief synopsis of the chapters of the book Sustainable Marketing: A Holistic Approach 2021. This review then compares the 2012 edition with the 2012 edition by first presenting the thematic content similarities, then highlights the differences found between the texts. This review critically analyses Peterson’s more recent text, Sustainable Marketing: A Holistic Approach 2021, and evaluates this text by propounding its most significant and critical points. Afterwards, this review establishes its stance regarding Peterson’s texts. This review should be useful for entrepreneurs, business practitioners, and marketers as well as researchers. Peterson’s Sustainable Marketing text can be an intellect guide for readers regarding successful operation of businesses sustainably and eco-sufficiently. Today’s consumption-driven approach to marketing activities may be said to have led to some unsustainable marketing practices which, in turn, have continued for a long time (Kapeller and Schütz 2015). Further, these unsustainable marketing practices have been growing at an unprecedented rate. Overall, these actions have caused the massive depletion of the Earth’s resources (Hunt 1976). In turn, this has resulted in environmental degradation, pollution, climate change, depletion of resources, and social disparities (Dean and McMullen 2007). Moreover, marketers appear to be only responsive to market demands, regardless of the impact on the environment. Consequently, consumer demands are no longer in line with sustainable marketing. Companies appear to be only pursuing economic goals with less regards for humanity or nature may find their business deteriorating over time (Easterly 2007). In this regard, Mark Peterson, a professor at the University of Wyoming, brings up his magnum opus, Sustainable Marketing: A Holistic Approach 2021, to provide a guide for businesses to learn to operate in a holistic manner— by considering the impact of various marketing activities over the environment and society. This book presents insights into how to identify opportunities during uncertain times with limited resources and to make the best use of them. Moreover, the theme of “macromarketing” introduces ways in which marketing systems impact society and the environment (Hunt 2012). A similar theme is established throughout the book along with answers t","PeriodicalId":47896,"journal":{"name":"Journal of Macromarketing","volume":"43 1","pages":"98 - 102"},"PeriodicalIF":3.1,"publicationDate":"2022-11-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43785158","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 : 2022-10-31DOI: 10.1177/02761467221131943
Banwari Mittal, A. Woodside
Amidst the 2019/22 COVID-19 miseries, a silver lining appears: the pandemic is causing many of us rethink our lives. Using terror management theory (TMT), this conceptual essay identifies the simultaneous emergence of two mindsets, a cautious mindset, stemming from the preservation motive, and a “virtuous” mindset, stemming from an enrichment motive—an intentionality to live a more fulfilling life. These two mindsets in turn produce five life perspectives—life themes for everyday living and achieving long-term life goals. This study reviews evidence of these five life perspectives in published reports of consumers’ thoughts during the pandemic. In turn, these emergent life perspectives and consumer motives present new opportunities for marketers to advance consumer well-being and positive social change as developed in this paper. Weaving a nexus of consumers’ emergent life perspectives, consumption motives, and marketer opportunities, our conceptual framework suggests seven research questions for marketing scholars.
{"title":"Post-COVID-19 Consumers’ Cautious and Virtuous Mindsets: New Marketing Opportunities for Positive Social Change","authors":"Banwari Mittal, A. Woodside","doi":"10.1177/02761467221131943","DOIUrl":"https://doi.org/10.1177/02761467221131943","url":null,"abstract":"Amidst the 2019/22 COVID-19 miseries, a silver lining appears: the pandemic is causing many of us rethink our lives. Using terror management theory (TMT), this conceptual essay identifies the simultaneous emergence of two mindsets, a cautious mindset, stemming from the preservation motive, and a “virtuous” mindset, stemming from an enrichment motive—an intentionality to live a more fulfilling life. These two mindsets in turn produce five life perspectives—life themes for everyday living and achieving long-term life goals. This study reviews evidence of these five life perspectives in published reports of consumers’ thoughts during the pandemic. In turn, these emergent life perspectives and consumer motives present new opportunities for marketers to advance consumer well-being and positive social change as developed in this paper. Weaving a nexus of consumers’ emergent life perspectives, consumption motives, and marketer opportunities, our conceptual framework suggests seven research questions for marketing scholars.","PeriodicalId":47896,"journal":{"name":"Journal of Macromarketing","volume":"42 1","pages":"533 - 553"},"PeriodicalIF":3.1,"publicationDate":"2022-10-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43881666","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 : 2022-10-31DOI: 10.1177/02761467221134685
Gene R. Laczniak, Clifford J. Shultz
In 2021, the authors offered a macro-level and normative based definition of Socially Responsible Marketing (SRM) that could serve as the basis for a doctrine of ethical, conscientious marketing. This essay offers a synthesis of ideas and further expands thinking on Socially Responsible Marketing, in reply to thoughtful comments shared by nine leading scholars invited by the Journal's editor to discuss “Toward a Doctrine of Socially Responsible Marketing (SRM): A Macro and Normative-Ethical Perspective”. We are hopeful the ideas shared in this special section generate further discussions on broader, deeper and greater social responsibility in marketing, and reveal fresh opportunities for macromarketing research, teaching, policy, constructive engagement and professional practice.
{"title":"Socially Responsible Marketing (SRM): Broader, Deeper, and Ever Greater","authors":"Gene R. Laczniak, Clifford J. Shultz","doi":"10.1177/02761467221134685","DOIUrl":"https://doi.org/10.1177/02761467221134685","url":null,"abstract":"In 2021, the authors offered a macro-level and normative based definition of Socially Responsible Marketing (SRM) that could serve as the basis for a doctrine of ethical, conscientious marketing. This essay offers a synthesis of ideas and further expands thinking on Socially Responsible Marketing, in reply to thoughtful comments shared by nine leading scholars invited by the Journal's editor to discuss “Toward a Doctrine of Socially Responsible Marketing (SRM): A Macro and Normative-Ethical Perspective”. We are hopeful the ideas shared in this special section generate further discussions on broader, deeper and greater social responsibility in marketing, and reveal fresh opportunities for macromarketing research, teaching, policy, constructive engagement and professional practice.","PeriodicalId":47896,"journal":{"name":"Journal of Macromarketing","volume":"42 1","pages":"554 - 559"},"PeriodicalIF":3.1,"publicationDate":"2022-10-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48124745","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 : 2022-10-30DOI: 10.1177/02761467221136484
Nicholas J. C. Santos
demand. At the end, the texts are not without limitation. While his study has attempted to provide practical guide for firms to operate sustainably, the study lacks the orientation of online business operation which not only provides firms with tech competitive advantage but is also an eco-friendly option. Furthermore, the sameness of the content in 2021 edition is really able to put the readers who expect Peterson’s distinctive intellect in all of his works. To wrap it all up. Mark Peterson’s texts call out to businesses, enterprises, and the marketing world, in general to identify the need to recognize the calamity before it is too late. It is expedient to take up the practical measures that he has suggested in his texts for making world a pollution-free, carbon-free, eco-friendly and cleaner place to be; as well as to creating more sustainable businesses that are not in danger of becoming extinct in the foreseeable future.
{"title":"Book Review: Philosophy of Marketing: The New Realist Approach by Matteo Giannasi and Francesco Casarin","authors":"Nicholas J. C. Santos","doi":"10.1177/02761467221136484","DOIUrl":"https://doi.org/10.1177/02761467221136484","url":null,"abstract":"demand. At the end, the texts are not without limitation. While his study has attempted to provide practical guide for firms to operate sustainably, the study lacks the orientation of online business operation which not only provides firms with tech competitive advantage but is also an eco-friendly option. Furthermore, the sameness of the content in 2021 edition is really able to put the readers who expect Peterson’s distinctive intellect in all of his works. To wrap it all up. Mark Peterson’s texts call out to businesses, enterprises, and the marketing world, in general to identify the need to recognize the calamity before it is too late. It is expedient to take up the practical measures that he has suggested in his texts for making world a pollution-free, carbon-free, eco-friendly and cleaner place to be; as well as to creating more sustainable businesses that are not in danger of becoming extinct in the foreseeable future.","PeriodicalId":47896,"journal":{"name":"Journal of Macromarketing","volume":"43 1","pages":"102 - 103"},"PeriodicalIF":3.1,"publicationDate":"2022-10-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45591764","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 : 2022-10-27DOI: 10.1177/02761467221134024
Steven Dahlquist, Kevin Lehnert
Within a dominant marketing ideology, a firm's strategic orientation is grounded in the exchange of value with potential and existing customers and collaborators. Beyond an overarching value exchange objective, what compels firms to change or not change their strategic orientation? This work explores what external entities influence a firm's strategic orientation, and how do firms interact with those entities? A dynamic framework is presented to articulate the effects of three broad forces (ideology, legitimacy, and criticism) on a firm's strategic orientation. Specifically, a firm's strategic orientation both influences, and is directly influenced by, marketing ideology (i.e., what marketing is) residing within the collective state of mind of the discipline's members (academics, practitioners, consultants, authors, and associations). Legitimacy expressed by a firm's stakeholders via a number of proxies (e.g., market share, stock value, brand equity) serves as a primary objective for firms and therefore influences strategic orientation. Finally, criticism (i.e., critical dialogue and conflict) originating from society at large, serves as a separate force of influence on a firm's strategic orientation, directly and via legitimacy. In an effort to articulate how firms interact with the market, we assert that strategic orientation may be captured by a 2 × 2 matrix characterizing a firm's orientation as response-based (low and high) and change-based (low and high). The dynamic nature of markets is captured in this matrix wherein firms can shift to/from a market changer from/to a market defender.
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