Four-Stage Model of Value Creation for Sustainability-Oriented Marketing: En Route to Participatory Marketing
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Tarih
2022
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
SAGE PUBLICATIONS INC, 2455 TELLER RD, THOUSAND OAKS, CA 91320
Erişim Hakkı
info:eu-repo/semantics/openAccess
Attribution-NonCommercial-NoDerivs 3.0 United States
Attribution-NonCommercial-NoDerivs 3.0 United States
Özet
Hitherto, the pure marketing concept has focused on creating value for firms and their customers in a manner consistent with the Dominant Social Paradigm (DSP). Nevertheless, as the sustainability paradigm established stronger roots over the last few decades, the marketing discipline may benefit by creating value from a broader perspective to stimulate shared prosperity and wealth for society at large. This paper proposes a four-stage model of value creation that classifies sustainability-oriented marketing approaches guided by different economic paradigms and different levels of involvement. This commentary provides a framework for organizations to reframe their marketing approach. The goal is to gravitate from a firm-centric approach to a society-centric approach to enhance societal well-being.
Açıklama
Anahtar Kelimeler
Sustainability marketing, functional marketing, second-hand marketing, access-based marketing, participatory marketing
Kaynak
Journal of Macromarketing
WoS Q DeÄŸeri
Q4
Scopus Q DeÄŸeri
Q2
Cilt
42
Sayı
1
