Who really cares? Introducing an ‘Ethics of Care’ to debates on transformative value co-creation

Parsons, Elizabeth; Kearney, Treasa; Surman, Emma; Cappellini, Benedetta; Moffat, Sue; Harman, Vicki; Scheurenbrand, Klara

doi:10.1016/j.jbusres.2020.06.058

Cited by 35 publications

(32 citation statements)

References 40 publications

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“…wherein they purposefully protect vulnerable members, adapt to external adversity and collectively train for future changes and stress, we theorize that their enhanced resilience can promote greater well-being and engagement by way of habitual and transformative value creation (Blocker and Barrios, 2015). Habitual value promotes everyday need satisfaction within service and transformative value reflects uplifting change for greater well-being (Parsons et al , 2021; Taiminen et al , 2020). To further theorize and empirically ground these ideas, the next section describes a mini-case that illustrates social resilience formation in a service community group.…”

Section: Resilience Through the Lens Of Molecular Biologymentioning

confidence: 99%

Promoting social resilience in service communities: a molecular biology perspective

Tang

2022

JSM

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Purpose This research aims to examine pathways for providers to facilitate social resilience in service communities to promote collective well-being and engagement. Design/methodology/approach Using abductive and metaphorical analysis, this study develops insights leveraging: the transdisciplinary field of molecular biology where 150 years of research demonstrates how cells build resilience through clustering together in a hostile environment; and case data collected with nonprofit service communities to help ground and elaborate upon the metaphorical analogues of cellular concepts. Findings This analysis uncovers the emergent processes of communal protection, communal adaptation and communal training within customer-to-customer service interactions. Findings identify novel drivers, such as the sharing of vulnerability markers and pre-training for community stressors, as well as pathways through which social resilience within service communities promotes habitual and transformative value, as well as collective well-being. Practical implications Service leaders can build upon the ideas in this research to understand the nature of social resilience and to intentionally design communal experiences and interactions that promote greater well-being and brand engagement. Originality/value The recent COVID-19 pandemic, along with the UN Development Goal for building a more resilient society, highlights the acute needs for a deeper understanding of social resilience. However, resilience-related research in marketing primarily focuses on individual-level coping. This research provides a deeper understanding of the drivers and outcomes of social resilience in service communities and offers a catalyst for future research on the topic.

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Section: Resilience Through the Lens Of Molecular Biologymentioning

confidence: 99%

Promoting social resilience in service communities: a molecular biology perspective

Tang

2022

JSM

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“…Notwithstanding the critiques, a key thread across these types of advertising in response to corporate, social, and health crisis is the recognition of the caring needs of companies' constituencies. Despite marketing scholars' interests in caring practices (e.g., Moorman et al 2018;Parsons et al 2021), there is a dearth of research regarding such a role for advertising. To conceptualize how advertising can be a tool to promote care amid crisis, we turn to management scholarship that has focused on facilitating compassionate and caring responses in difficult times.…”

Section: Advertising In Response To Crisismentioning

confidence: 99%

“…First, there is increasing acknowledgement that caring practices matter in marketing. Surge on topics from positive marketing to transformative consumer research highlights marketing scholars' interest in the role care plays in the marketplace (Moorman et al 2018;Parsons et al 2021). Conceptualized as "a species activity that includes everything that we do to maintain, continue, and repair our 'world' so that we can live in it as well as possible," care is essential in times of crisis (Fisher and Tronto 1990, 40).…”

mentioning

confidence: 99%

Brands Expressing Compassion and Care through Advertising

Ertimur

Coskuner-Balli

2021

Journal of Advertising

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In this article we examine how brands express compassion and care through their advertising amid the Covid-19 crisis. Drawing from organizational theory research, we theorize how brands enact compassion organizing, which refers to the process of noticing, feeling, and responding to human suffering in a coordinated manner. We employ a grounded theory inspired Gioia methodology to analyze more than 200 pandemic-related ads that were released in the United States over a six-month period. The findings reveal three main themes of compassion organizing-solidarity, trust, and resilience-and showcase how brands may use advertising to address care deficits in times of crisis. The study underscores the institutional role of advertising and brands and informs extant research on corporate advertising and cultural branding.

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“…Because care ethics can clarify justice for vulnerable and marginalized populations, a care ethics lens is integral to redefining global citizenry and aligning with third-generation human rights (Saito 1997; Sevenhuijsen 1998; Vasak 1979). Moreover, co-creating transformational value and well-being is essential (Parsons et al 2021).…”

Section: Care Ethicsmentioning

confidence: 99%

A Macromarketing Prescription for Covid-19: Solidarity and Care Ethics

Shabbir

Hyman

Kostyk

2021

Journal of Macromarketing

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Contextualized in the current pandemic, this essay discusses social marketing and public policy efforts from a ‘social solidarity and care ethics’ perspective. It presents a prototypical inclusivity-based approach for managing pandemics, with adaptive and maladaptive examples to show how the ‘social solidarity and care ethics nexus’ can and should ‘travel’ within and between societal strata. It positions this perspective as a form of phronetic polysemic marketing, and thus considers the complexity of pandemic sociopsychology and stresses the need for practical wisdom.

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Who really cares? Introducing an ‘Ethics of Care’ to debates on transformative value co-creation

Cited by 35 publications

References 40 publications

Promoting social resilience in service communities: a molecular biology perspective

Promoting social resilience in service communities: a molecular biology perspective

Brands Expressing Compassion and Care through Advertising

A Macromarketing Prescription for Covid-19: Solidarity and Care Ethics

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