Marketing and Public Policy: Transformative Research in Developing Markets

Abstract

Developing markets are a challenge for researchers who study them and for governments, business leaders, and citizens who strive to improve the quality of life in them. The limitations of the dominant development paradigm coupled with the need to focus on consumers provide tremendous opportunities to engage in truly transformative research. Toward this outcome, several interactive forces must be understood and addressed during research design, management, and implementation. The purpose of this essay is to provide a synthesis-that is, a framework in the form of a conceptual model-with practical applications to transformative research in developing markets and, ultimately, with the broader objective to stimulate new conceptualizations, research, and best practices to transform consumer well-being.

The Global Refugee Crisis: Pathway for a More Humanitarian Solution

“…The importance of connections/connectednessand the technologies that expedite them/itthroughout such a marketing system of near and remote participants, in both time and space, is emphasized; information technologies particularly enhance both efficiency and effectiveness of relief efforts and ultimately well-being for the FDP (cf. Wooliscroft and Ganglmair-Wooliscroft 2018).The authors' research furthermore suggests opportunities for alliances and cooperation among catalytic institutionsgovernments, businesses and NGOsas integral to the Humanitarian Marketing System, to collaborate and ultimately to affect FDP wellness via improved connectivity and community(Shultz et al 2012). Again, information technologies are proving to be especially valuableeven before explicit, catastrophic events trigger departure from hometo chart pathways, to communicate about the existence of safe passageways (and to warn of unsafe passageways), to communicate regarding supplies and services, and so forth.…”

“…Instead of narrowing to a specific need (e.g., shelter) or risk (e.g., violence), a systemic approach enables us to understand phenomena endemic to the complex interactions and exchanges in which FDP are involved. As such, we identify catalytic institutions (e.g., businesses, NGOs, and governments), which may cooperate to improve the well-being of FDP, along the pathway (cf., Hunt and Burnett 1982;Layton 2015;Shultz et al 2012).…”

“…Such adaptation will be expedited by efforts and activities by well-coordinated catalytic institutions (Shultz et al 2012), which will stimulate or positively "jolt" the system (Layton 2015). By identifying clusters of initiatives around emerging technologies (such as machine learning, 3D printing, artificial intelligence, etc.…”

Marketing and Poverty Alleviation: Synergizing Research, Education, and Outreach through the Subsistence Marketplaces Approach

“…Broadly, there are three reasons that justify the use of marketing as a tool to fight poverty -(a) marketplaces can empower consumers and entrepreneurs socially and economically in subsistence marketplaces; (b) investing in marketplace exchange-based approaches for development may yield more sustainable and self-perpetuating impact that complement other approaches; and (c) marketplaces allow for greater participation of the 'beneficiary' community. The potential of consumer research to develop innovative mechanisms for poverty alleviation within the context of the marketplace has also been captured with the transformative consumer research stream of literature (Mick et al 2012;Shultz et al 2012). For instance, Blocker et al (2012) develop a transformative consumer research framework for expanding the current understanding of mechanisms for poverty alleviation.…”

As motivações para o consumo de alimentos saudáveis sob a ótica de marketing

“…Ainda, aproveitando o crescimento do interesse pelos jogos online e do aparecimento de estratégias de gamification (Nelson, Keum, & Yaros, 2004), poderia-se desenvolver jogos que tivessem como personagens e seu tema principal os alimentos saudáveis. (Shultz et al, 2011).…”