Alternative Economies as Marketing Systems? The Role of Value Creation and the Criticism of Economic Growth

Haase, Michaela; Becker, Ingrid; Pick, Doreén

doi:10.1177/0276146717728776

Cited by 27 publications

(29 citation statements)

References 83 publications

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“…Moneybased markets designed for kidney exchange may solve many problems, however, the repugnance of selling/buying transplant organs constrains the potential of such markets (Roth 2007). Similarly, despite the sufficiently high quality of life in affluent societies, an increasing number of people find themselves in dismay over unsustainable market systems and growth-driven trends (Varey 2013;Haase, Becker, and Pick 2017).…”

Section: Macromotive Theory the Value Of Value Creationmentioning

confidence: 99%

Towards a Theory of Marketing Systems as the Public Good

Kadirov¹

2020

Preprint

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© The Author(s) 2018. The Marketing-Systems-as-the-Public-Good framework proposed in this article outlines the general principles of interpreting change in marketing systems. The framework advances a view of purposeful temporal change based on collective practices that a) identify, develop and maintain key common resources; b) initiate public-private asset transitions; c) facilitate contributory participation of market actors in marketing system processes; and d) perpetuate attenuating mechanisms. These processes construct the system as the public good with non-excludable and non-subtractable (dis)benefits. The drive for further change arises when the system’s overarching structures infuse value creation practices with macromotive-based meaningfulness (e.g. the justice motive) which differentially resonates in market actors’ lived experiences, who through ongoing localized socio-political discourses and contestation undertake to correct perceived justice digressions. The case of the historical evolution of the Uzbek Bozor Marketing System illustrates the key elements of the proposed framework.

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Section: Macromotive Theory the Value Of Value Creationmentioning

confidence: 99%

Towards a Theory of Marketing Systems as the Public Good

Kadirov¹

2020

Preprint

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“…Contributing to MAS theory, Haase, Becker, and Pick (2017) classify different outcomes of value creation processes: value for the individual (micro), social and ecological value for communities and groups (macro-1), and value for society or nature (macro-2). They argue that individuals are capable of assessing value at the micro and macro-1 levels, but may not be able to assess value at the macro-2 level.…”

Section: Marketing Systems Theory and The Collective Drive For Changementioning

confidence: 99%

“…Money-based markets designed for kidney exchange may solve many problems, however, the repugnance of selling/buying transplant organs constrains the potential of such markets (Roth 2007). Similarly, despite the sufficiently high quality of life in affluent societies, an increasing number of people find themselves in dismay over unsustainable market systems and growth-driven trends (Varey 2013; Haase, Becker, and Pick 2017).…”

Section: Macromotive Theorymentioning

confidence: 99%

Towards a Theory of Marketing Systems as the Public Good

Kadirov

2018

Journal of Macromarketing

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The Marketing-Systems-as-the-Public-Good framework proposed in this article outlines the general principles of interpreting change in marketing systems. The framework advances a view of purposeful temporal change based on collective practices that a) identify, develop and maintain key common resources; b) initiate public-private asset transitions; c) facilitate contributory participation of market actors in marketing system processes; and d) perpetuate attenuating mechanisms. These processes construct the system as the public good with non-excludable and non-subtractable (dis)benefits. The drive for further change arises when the system’s overarching structures infuse value creation practices with macromotive-based meaningfulness (e.g. the justice motive) which differentially resonates in market actors’ lived experiences, who through ongoing localized socio-political discourses and contestation undertake to correct perceived justice digressions. The case of the historical evolution of the Uzbek Bozor Marketing System illustrates the key elements of the proposed framework.

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“…The efficiency of market or firm as governance mechanism is known to depend on a particular context, but also the legitimacy or appropriateness of a specific governance mechanism depends on the situational context. Next to markets and firms alternative governance systems for economic transactions may be, e.g., networks, cooperatives, reciprocity, plan-economy, or social anarchy (Coase 1937;Demil, Lecocq 2006;Haase et al 2018;Kropotkin 1927;Powell 1990;Williamson 1995). Each governance system is mediating between the institutional environment and the coordinated behaviour of different actors.…”

Section: Governance Systemsmentioning

confidence: 99%

Cooking up a Course: Teaching sustainable marketing at MBA

Dam¹

2019

CEREM

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Aim: To explore how a critical course on mainstream marketing and business theory can shift the perception of sustainability as an extrinsic goal to sustainability as an intrinsic boundary condition to business.Design/Method: An introductory course is designed in which a system approach is introduced by assessing the purported marketing purposes of the firm relative to an increasing range of manifest and latent stakeholders. Key elements of the course are received elements of MBA programs to illustrate that education for sustainability does not mean teaching new topics, but means a new way to teach old topics.Finding: It is shown that the course meets the requirements and recommendations that were derived from theory on teaching sustainability in higher education. Though the topics and theories covered are central to a mainstream MBA program, the way they are presented and questioned promotes learning critical thinking by doing.The long term effects of this approach cannot yet be tested, and require longitudinal research among participants and teachers of the consecutive coursesOriginality: The course aims at training critical reflection of established theories from a sustainability perspective. Being presented as the foundation of an MBA program sustainability is offered as a boundary condition for corporate management.

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Alternative Economies as Marketing Systems? The Role of Value Creation and the Criticism of Economic Growth

Cited by 27 publications

References 83 publications

Towards a Theory of Marketing Systems as the Public Good

Towards a Theory of Marketing Systems as the Public Good

Towards a Theory of Marketing Systems as the Public Good

Cooking up a Course: Teaching sustainable marketing at MBA

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