Roger Layton (1934–2021) spent his career investigating (macro)marketing systems. He left macromarketing a canon of research on the development of provisioning systems that will serve as the ...foundation for many scholars to come. The following commentaries and papers honour Roger Layton with a special issue of the Journal of Macromarketing on the Evolution and Investigation of Markets, Macromarketing and Systems.
Macromarketing the Time is Now Wooliscroft, Ben
Journal of macromarketing,
06/2020, Letnik:
40, Številka:
2
Journal Article
Recenzirano
Odprti dostop
The Macromarketing Society Inc. is in the strongest position it has been in history, with record numbers attending the conference. At the same time, and for the first time, the conference may not be ...held this year. This commentary focuses on the position of the Society, plans for the future, the Journal and the structural issues impacting on holding the conference this year.
Effectuation and internationalisation Karami, Masoud; Wooliscroft, Ben; McNeill, Lisa
Small business economics,
10/2020, Letnik:
55, Številka:
3
Journal Article
Recenzirano
Effectuation theory has been increasingly applied in research examining the internationalisation of small-and medium-sized enterprises (SMEs). This study systematically reviews the SME ...internationalisation literature to clarify the ways effectuation theory helps international entrepreneurship (IE) scholarship respond to key questions of how international opportunities are developed. The review identified central topics of limited resources, networking, and an unplanned approach, which connect effectuation with extant internationalisation research. In so doing, the study offers two contributions. The first is an articulation of effectual mechanisms at work in IE opportunity development. The second offers insights back to effectuation theory regarding the context of IE and potential areas for improving the application of effectuation to IE research. We close with implications and an agenda for future research.
WEIRD countries (Western, Educated, Industrialised, Rich, Democratic) consume well above the earth's capacity to produce. Non-WEIRD countries look on, with justifiable envy and want to increase their ...standard of living. Not only do we need to reduce consumption in WEIRD countries, we need also to understand the non-WEIRD citizens’ motivations to avoid/reduce future issues caused by over-consumption. This paper covers the breadth of phenomena of ethical consumption habits and their drivers in Pakistan. In-depth unstructured interviews were conducted with Pakistani respondents and analysed using laddering technique to uncover drivers of ethical consumption. Consumption choices in Pakistan are driven primarily by religiosity and frugality. While concern for health and environmental conservation is shared with WEIRD countries, underlying values (conformity and tradition) differ. These results emphasize the need to understand the drivers in developing societies and adjusting our marketing programs to improve societal wellbeing and environmental protection.
Henrich, Heine, and Norezayan (2010) published ‘The weirdest people in the world?’ in Behavoral and Brain Sciences (as of March, 2023 it has been cited 11 800 plus times in scholar.google). The paper ...introduced the concept of Western, Educated, Industrialised, Rich and Developed (WEIRD) countries/cultures and research subjects. It makes a cogent case for research based on those samples being unrepresentative of, and not useful to inform policy/behavior change/etc. of non-WEIRD countries. With this paper
Henrich, Heine, and Norezayan (2010) have asked psychology and all social sciences to reflect on whether our findings represent the world, or just one small part of it. Macromarketing's assumptions and beliefs about fundamental human behavior have been shaped by psychology.
This paper presents Systematic Theory Mapping (STM), a comprehensive and systematic method, as the first step toward defining and dealing with complex and wicked problems. Social systems exhibit a ...messy, multifaceted, and multi-level composite of problems characterized by causal complexities and non-linear interactions of numerous contributing variables. Exploring such a wicked composite of problems for causal explanations and theory building through reductionist empiricism is unrealistic, expensive, and futile. Systems thinking is required to understand the configurations driving wicked problems and navigate their causal complexities. We construed brand externalities as a wicked problem and provided an illustrative example for STM. A systematic narrative review is used to amalgamate diverse stakeholder perspectives and capture the structures and processes that generate brand externalities. System dynamics, employing a causal loop diagram, is used to organize the findings and develop a causal theory of brand externalities. The proposed method can help scholars, managers, and policymakers better define complex managerial and social problems and identify the likely consequences of their actions.
This study explores indigence as a potential by-product of newly-formed markets, and inquires into the factors from which this indigence might develop. Both are addressed via historical research, in ...the context of 19th-century Denver, Colorado, U.S., using beggars as a proxy for the indigent. Data from period newspapers indicates that begging emerged concurrently with Denver’s 1858 foundation. By 1880 it reached significant proportions. Consistent with the literature, Denver begging derived from interrelated micro, meso, and macro factors: Immigration, venture failure, vice, economic reactivation, proletarianization, lack of social support, government policy, environmental degradation, racial discrimination, and personal choice. These ten factors mirror some of the issues still confronting Denver and other cities/countries today. We conclude that indigence does not necessarily result from personal flaws, nor is it an anomaly of otherwise well-operating markets. It can be a byproduct of larger, more complex market systems, exacerbated by the canons of laissez-faire economics. Historical marketing research enhances how current market issues are understood.
Macromarketing is definitionally concerned with systems — marketing, markets and society — and their interactions. This paper lays out a case for systems research in macromarketing, the use of ...methods designed to study systems. In doing so, it highlights the limitations of much micromarketing research. Macromarketing and the Journal of Macromarketing is the home of systems research in marketing. Macromarketing scholars need to increase our use of systems research methodologies. We also need to connect macromarketing to wider, particularly business, systems research. Following the calls by this Journal’s first editor George Fisk, systems research must not live in our discipline and journal alone, all social sciences need the insights of systems research and systems research needs the insights of macromarketing.
In addition to summarizing the articles included in this Special Issue, this editorial introduction provides a content analysis of 22 years of the Journal of Macromarketing with a focus on ...quantitative studies. Linking the rich foundation of macromarketing scholarship with novel and purposeful quantitative analysis can provide the evidence needed to help convince policymakers to change the system. Yet macromarketing scholarship has not capitalized in this way on its strengths in explaining marketing and societal connections from a macro perspective. As conceptual models are developed, authors should consider how to support quantitative researchers in extending and testing those models, and all macromarketing scholarship should be purposeful in developing future research agendas that continue their important momentum.
Brand Externalities: A Taxonomy Padela, Shoaib M. Farooq; Wooliscroft, Ben; Ganglmair-Wooliscroft, Alexandra
Journal of macromarketing,
06/2021, Letnik:
41, Številka:
2
Journal Article
Recenzirano
Brands are ubiquitous and adorn contemporary marketing systems. Modern branding practices spawn contradictory social mechanisms, value co-creation and value co-destruction. This paper considers the ...societal implications, including personal, psychological, social, ecological, and economic consequences of branding. It posits brand externalities as meaning-led discrepancies and symbolic spill-overs igniting mechanisms detrimental to the integrity of the social system. Brand externalities accompany the assortment of brands in contemporary marketing systems. We propose a taxonomy of brand externalities and elucidate societal consequences of branding upon brand exchange actors themselves, their immediate others, future others and general others. This stakeholder orientation sets a future research agenda and calls for redefining branding from the system’s perspective.
PDF
