营销复苏:商业、社会和自然生态系统的可持续融合

IF 3.7 4区 管理学 Q2 BUSINESS Journal of Macromarketing Pub Date : 2023-06-12 DOI:10.1177/02761467231181033
D. Kadirov, A. Bardakci, Nazan Madak Öztürk, Nilufar Allayarova
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引用次数: 0

摘要

从商业生态系统的变性概念反弹,我们发展了营销复苏的初步概念。营销复苏指的是三种同等重要的生态系统类型的融合:商业、社会文化和[自然]生物地球物理。我们认为,营销恢复是基于共享的自然现象、生态系统功能和本地/生态系统间的服务和损害流。营销恢复的自我调节过程包括物质-道德信号、弹性调节、源-汇约束和人工制品扩散。第四代共享单车系统的增长和部分崩溃及其对非洲农村社区的影响的一个案例被提出,以进一步说明市场复苏过程。
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The Marketing Ecoverse: A Sustainable Confluence of Business, Social, and Natural Ecosystems
Rebounding off the denaturized concept of business ecosystem, we develop an initial conceptualization of the marketing ecoverse. The marketing ecoverse refers to the confluence of three equally important types of ecosystems: business, sociocultural, and [natural] biogeophysical. We argue that the marketing ecoverse is based on shared natural phenomena, ecosystem functions, and native/inter-ecosystem service and disservice flows. The marketing ecoverse's self-regulative processes include material-to-moral signaling, resilience moderation, source-sink constraints, and artifact dispersal. A case of the growth and partial collapse of fourth-generation bike-sharing systems and their impact on African rural communities is presented to further illustrate the marketing ecoverse processes.
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来源期刊
CiteScore
5.00
自引率
25.80%
发文量
46
期刊介绍: The Journal of Macromarketing is primarily a marketing journal (although it includes a wide range of social science disciplines) that focuses on important societal issues as they are affected by marketing and on how society affects the conduct of marketing. The journal covers macromarketing areas such as marketing and public policy, marketing and development, marketing and the quality of life, and the history of marketing.
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