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Towards a Theory of Marketing Systems as the Public Good

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journal contribution
posted on 11.08.2020 by Djavlonbek Kadirov
© 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.

History

Preferred citation

Kadirov, D. (2018). Towards a Theory of Marketing Systems as the Public Good. Journal of Macromarketing, 38(3), 278-297. https://doi.org/10.1177/0276146718767949

Journal title

Journal of Macromarketing

Volume

38

Issue

3

Publication date

16/04/2018

Pagination

278-297

Publisher

SAGE

Publication status

Published

Contribution type

Article

Online publication date

16/04/2018

ISSN

0276-1467

eISSN

1552-6534

Language

en

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