Macromarketing approaches to thought development in positive marketing: Two perspectives on a research agenda for positive marketing scholars

Positive marketing: A new theoretical prototype of sharing in an online community

“…Our structural assessment is distinct from previous forms of sharing research that have examined the open-source software projects that offer evidence of individuals sharing their time and effort (Hemetsberger, 2002(Hemetsberger, , 2006Lakhani & von Hippel, 2002;Stewart, 2005), the use of the Internet in sharing music and movies (Doane, 2006;Giesler, 2006), sharing themselves (Schau & Gilly, 2003), and even sharing experiences ranging from online gaming (Waskul & Lust, 2004) to sexual behavior (Merkle & Richardson, 2000), as well as research on virtual communities (Chan & Li, 2010;Wu, Chen, & Chung, 2010). Our assessment adds to the critical perspective of positive marketing (Mittelstaedt et al, 2015), in that it examines the structural aspects required to distribute repurposed goods within an online community.…”

“…Belk notes that "sharing outside of the immediate family is where the phenomenon of sharing becomes the most interesting and has the greatest social and theoretical implications" (p. 725). Similarly, Mittelstaedt, Kilbourne, and Schultz (2015) challenge scholars to understand the means through which sharing deliver value to consumers and society. Our study meets this call by scholars, as we develop further the notion of sharing-out that was described by Ingold (1987) and Woodburn (1998).…”

Clothing Disposal System by Gifting

“…Scholars such as Max Horkheimer, Theodor W. Adorno, Erich Fromm, Herbert Marcuse, and Walter Benjamin sought to give continuity to Marxist theory, which derived from the thoughts of Karl Marx, Friedrich Engels, and others, by reinterpreting and extending it (Arato & Gebhardt, 1997). Although the critical school is well established in other disciplines, it has only emerging status in the field of marketing and consumer behavior (Alvesson, 1994;Mittelstaedt et al, 2015). Thinkers in this school hold that current marketing systems are unsustainable and require fundamental changes.…”

A time for principled action: The theory of principle-based marketing. A conceptual model and empirical validation

“…In pursuit of this worthy objective the study of macromarketing considers marketing systems and the various actors prevalent at each level of the system with the consequences that flow from their decisions. Such an orientation suitably equips the macromarketing perspective to provide insights to domains such as sustainability, ethics and governance, social justice and quality of life (Mittelstaedt, Kilbourne and Shultz 2015).…”

“…In summary, macromarketing describes the role of the firm and markets as systems intended to improve the overall wellbeing of humankind through networks of exchange (Mittelstaedt, Kilbourne and Shultz 2015). This said, the concept of what constitutes exchange represents another school of thought.…”