Marketing in Latin America and the Caribbean

Knight, Joseann; Noboa, Fabrizio; Pacheco, Barney G.

doi:10.4324/9781003102472

Cited by 2 publications

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“…The business environment today has been profoundly influenced by four main forces. These forces include technology, globalization, the physical environment, and social responsibility (Knight et al, 2022). These forces are transformative and shape the marketing environment.…”

Section: The Major Market Forcesmentioning

confidence: 99%

“…Companies and businesses need to compete with the major market forces. The forces help companies and businesses to capture the new marketing realities (Knight, Noboa, & Pacheco, 2022). The marketing realities and the market forces help companies and businesses to identify a specific set of tasks that make up successful marketing management and marketing leadership.…”

Section: The Major Market Forcesmentioning

confidence: 99%

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The New Marketing Realities and the Major Marketing Forces

Mandal

2023

Journal of Business Ecosystems

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Companies and businesses operate in a competitive environment. Market forces are shaping new marketing realities for companies. The objective of the study is to conduct an analysis of the various aspects of the market forces viz. technology, globalization, physical environment, and social responsibility, and how these forces are shaping the new marketing realities. The methodology adopted is a conceptual analysis of the various aspects of the market forces and the new marketing realities. Companies adopt initiatives and strategies to convert the challenges into opportunities. Academicians may analyze and suggest effective ways to understand the market forces and the new marketing realities. Companies and practicing managers may analyze how the market forces are shaping the marketing realities and the marketing landscape. They should adopt strategies and initiatives which help them to achieve business excellence in the long run.

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Section: The Major Market Forcesmentioning

confidence: 99%

Section: The Major Market Forcesmentioning

confidence: 99%

The New Marketing Realities and the Major Marketing Forces

Mandal

2023

Journal of Business Ecosystems

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Paragons of sustainability: transforming luxury markets through value-in-impact. Insights from an Ecuadorian artisan chocolate case study

Pohlmann

Grijalva²,

Noboa³

et al. 2022

JRME

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Purpose Associated with status, excess and wastefulness, the consumption of luxury is perceived as the antithesis to sustainable development. Entrepreneurs create business cases to mediate positive sustainability changes, which transform markets and institutional arrangements. The purpose of this paper is to propose the concept of value-in-impact as an interface concept to integrate perspectives from entrepreneurship, marketing and ecological economics. It provides interdisciplinarily applicable, generalizable concepts to describe social entrepreneurs’ personal motivations to reconfigure market structures to produce sustainability change. Design/methodology/approach The case of Ecuadorian luxury chocolate manufactory To’ak is described in the context of the three pillars of sustainability, chocolate producers and cacao suppliers. Thematic analysis of the founders’ personal narratives provides insight regarding their motivation to use ostensibly antithetical luxury marketing for rainforest preservation and to foster self-reliant communities. Findings To’ak pays premium prices to create incentives to community farmers to propagate the rare, DNA-certified cacao exclusive to their products, thereby marginalizing oppressive suppliers. The company’s founders are motivated to excellence in the chocolate industry, having witnessed the loss of the cultural meaning of cacao, rainforest degradation and the dissipation of associated communities. The case study findings illustrate how value-in-impact is interpreted as purposeful configuration of value-in-use and value-in-exchange on luxury markets to produce positive sustainability change. Originality/value The notion of value-in-impact describes higher order conceptualizations in business research. It encompasses a holistic understanding of the dynamics within and between societal and natural ecosystems. Its application at the marketing/entrepreneurship interface can lead to improved management and policy decisions.

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Marketing in Latin America and the Caribbean

Cited by 2 publications

References 0 publications

The New Marketing Realities and the Major Marketing Forces

The New Marketing Realities and the Major Marketing Forces

Paragons of sustainability: transforming luxury markets through value-in-impact. Insights from an Ecuadorian artisan chocolate case study

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