Using neo-animism to revisit actors for Sustainable Development Goals (SDGs) in S-D logic

Helkkula, Anu; Arnould, Eric J.

doi:10.1016/j.jbusres.2022.05.031

Cited by 19 publications

(23 citation statements)

References 60 publications

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“…We fondly recall that Shelby Hunt participated in such debates in the mid-1980s (Anderson, 1983;Hunt, 1983Hunt, , 1990. We support studying both old and new marketing regimes and contexts, and how they can enrich the discipline and help it to re-examine its premises (Helkkula & Arnould, 2022). Otherwise, the next shiny new thing, which marketing scholarship always seems eager to embrace, whether Big Data, machine learning, AI, neuromarketing, the metaverse, etc., will not provide a panacea to marketing's problems of relevance and theoretical substance.…”

Section: "Marketing Has Lost Its Mainstream Central Focus Of Research"mentioning

confidence: 90%

Developing and renewing marketing as a scientific discipline through reflexive cocreation

Helkkula

Arnould

2022

AMS Rev

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Shelby V. Hunt was long interested in codifying and parameterizing the marketing discipline with a distinctive focus on the principles of making scientific claims. In their article, Hunt et al., (2022, in this issue) present their concerns about the scholarly status of marketing, highlighting the loss of a central, mainstream research focus. However, we think the real challenges are different than those that worry the authors. Marketing as a scientific discipline evolves by adapting from and contributing to theories, concepts, and methods in related research fields. Thus, we claim that the potential of marketing discipline lies in the diversity of intertwined and divergent research streams, such as service-dominant logic and consumer culture theory. We propose that a cocreational approach that questions foundational assumptions and a purely managerial orientation, is more likely to produce a renewal of marketing scholarship and provide solutions to wicked social problems than a single reductive theoretical approach.

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Section: "Marketing Has Lost Its Mainstream Central Focus Of Research"mentioning

confidence: 90%

Developing and renewing marketing as a scientific discipline through reflexive cocreation

Helkkula

Arnould

2022

AMS Rev

Self Cite

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“…Löbler (2017) provides a closely related theoretical analysis of how nature can be incorporated into service theory. He concurs with Helkkula and Arnould (2022) in critiquing the “strong anthropocentrism” of much marketing and service thinking – including that relating to sustainability. He reaches similar conclusions about the need to incorporate nonhumans as equal “entities” who participate in service exchange.…”

Section: The Evolving Conception Of Service and Naturementioning

confidence: 86%

“…Not that the "new ecological paradigm" is truly new: it may be relatively novel for post-farming communities, but it appears universal in hunter-gatherer societies (Diamond, 2013). Helkkula and Arnould (2022) analyze this "animism" philosophy and its relation to the contemporary "neo-animism," that shares with animism an axiomatic understanding of humans and other species as equivalent, but that differs in dispensing with the concept of souls for either human or nonhumans; conversely, allowing for scientific insights; and accordingly acknowledging that while other animals may be social beings, their society and selves may differ from those of humans. These authors accordingly call for animals and plants to be included as actors in S-D Logic, under a neo-animist philosophy.…”

Section: The Evolving Conception Of Service and Naturementioning

confidence: 99%

“…Fisk and Alkire (2021) propose a service ecosystem health metaphor that encompasses private, public and planetary well-being, while Fehrer et al (2023) introduce regenerative, waste-free circular service ecosystems. Relatedly, Helkkula and Arnould (2022) include nonhuman biological entities as actors which participate fully in service exchange, value cocreation and resource integration within dynamic systems.…”

Section: The Evolving Conception Of Service and Naturementioning

confidence: 99%

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SDG commentary: service ecosystems with the planet - weaving the environmental SDGs with human services

Teixeira,

Gallan,

Wilson

2023

JSM

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Purpose Humanity and all life depend on the natural environment of Planet Earth, and that environment is in acute crisis across land, sea and air. One of a set of commentaries on how service can address the UN’s sustainable development goals (SDGs), the authors focus on environmental goals SDG 13 (climate action), SDG 14 (life below water) and SDG 15 (life on land). This paper aims to propose a conceptual framework that incorporates the natural environment into transformative services. Design/methodology/approach The authors trace the evolution of service thinking about the natural environment, from a stewardship perspective of the environment as a set of resources to be managed, through an acknowledgement of nonhuman organisms as actors that can participate in service exchange, towards an emergent concept of ecosystems as integrating human social actors and other biological actors who engage fully in value co-creation. Findings The authors derive a framework integrating human and other life forms as co-creating actors, drawing on shared natural resources to achieve mutualism, where each actor can have a net benefit from the relationship. Future research questions are posited that may help services research address SDGs 13–15. Originality/value The framework integrates ideas from environmental ecosystem literature to inform the nature of ecosystems. By integrating environmental actors and ecological insights into the understanding of service ecosystems, service scholars are well placed to make unique contributions to the global challenge of creating a sustainable future.

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“…Much like the Protestant ethics facilitated the emergence of capitalism, eco-feminist spiritualities, or indigenous peoples' traditional ecological knowledge can help collective efforts towards a desirable future (Augustine et al, 2019). This is a point already raised by Scott and Peñaloza's (2006) Neopagan-inspired matriarchal marketing manifesto, and more recently articulated by Helkkula and Arnould's (2022) neo-animist framework as a sustainable alternative to the dominant social exchange paradigm.…”

Section: Directions For Future Researchmentioning

confidence: 98%

Where spirituality and religion meet gender and sexuality: Toward a research agenda for intersectional marketing theory

et al. 2023

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During a roundtable discussion at the 2022 GENMAC Conference, a group of researchers specializing in religiosity and spiritual consumption, using examples from their own fieldwork, reflected on how (i) researchers’ subject positioning—including their gender and sexuality—shape fieldwork in multifaceted manners; (ii) investigations of religious/spiritual fields would benefit from a heightened sensitivity to issues of gender and sexuality; and (iii) greater sensitivity to aspects of religion and/or spirituality can help gender and sexuality scholars better understand consumers and markets. Based on the above, in this commentary paper, we call for intersectional reflexivity, attention to vulnerability and discomfort during fieldwork, and critical sensitivity to the religious “context of context” during theorization. Furthermore, we argue that specific spiritual/religious imaginaries can foster new research approaches that can contribute to more nuanced fieldwork and theorization in marketing and consumer research.

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Using neo-animism to revisit actors for Sustainable Development Goals (SDGs) in S-D logic

Cited by 19 publications

References 60 publications

Developing and renewing marketing as a scientific discipline through reflexive cocreation

Developing and renewing marketing as a scientific discipline through reflexive cocreation

SDG commentary: service ecosystems with the planet - weaving the environmental SDGs with human services

Where spirituality and religion meet gender and sexuality: Toward a research agenda for intersectional marketing theory

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