Reimagining marketing strategy: driving the debate on grand challenges

Ruyter, Ko de; Keeling, Debbie Isobel; Plangger, Kirk; Montecchi, Matteo; Scott, Maura L.; Dahl, Darren W.

doi:10.1007/s11747-021-00806-x

Cited by 77 publications

(45 citation statements)

References 5 publications

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“…First, we address the gap in the marketing literature relating to how marketing strategy and consumer behavior scholars are engaging with the SDGs and respond to calls for marketing academics to address the SDGs (e.g. de Ruyter et al, 2022;Mende & Scott, 2021). Second, we build on Voola et al (2022) that focused on B2B marketing and the SDGs to conduct a SLR of how the broader marketing literature has engaged with SDGs from 2015 to 2021 (March).…”

Section: Theoretical Contributionsmentioning

confidence: 99%

“…Echoing other marketing academics, we argue that the United Nations Sustainable Development Goals (SDGs) provide a framework that marketing academics can use to frame their sustainability responses as well as address critiques of the relevance of marketing literature to practice and policy (e.g. de Ruyter et al, 2022;Mende & Scott, 2021;Voola et al, 2022).…”

Section: Introductionmentioning

confidence: 99%

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How are consumer behavior and marketing strategy researchers incorporating the SDGs? A review and opportunities for future research

Voola

Bandyopadhyay²,

Azmat

et al. 2022

Australasian Marketing Journal

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Increasing environmental challenges together with irresponsible consumption and production practices call for marketing research focused on sustainability. The United Nations Sustainable Development Goals (SDGs) provide a framework for marketers to operationalize sustainability and to build awareness and shape consumers’ as well as businesses’ views about responsible consumerism and sustainability. As the SDG framework continues to influence marketing literature and practice, it is important to take stock of how consumer and marketing strategy scholars have engaged with the SDGs since their announcement in 2015. To this end, we undertake a systematic literature review of 41 papers published in premier marketing journals that explicitly engage with the SDGs. The review identifies several gaps in the marketing literature that provide a basis for identifying future research opportunities. We argue that engaging with these research opportunities provides a transformational opportunity for marketing scholars to positively impact society.

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Section: Theoretical Contributionsmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

How are consumer behavior and marketing strategy researchers incorporating the SDGs? A review and opportunities for future research

Voola

Bandyopadhyay²,

Azmat

et al. 2022

Australasian Marketing Journal

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“…The SDGs continue to garner increasing support within marketing scholarship as a vehicle to engage with societal issues, as well as a mechanism to be relevant and have an impact (Bolton, 2022;Conduit et al, 2021;de Ruyter et al, 2022;Rosenbloom, 2022;Scott et al, 2022;. For example, Scott et al (2022, p. 1) state that the SDG framework allows scholarship to have "consistent .…”

Section: Sdgs and Marketing Scholarshipmentioning

confidence: 99%

“…Furthermore, there is increasing pressure on businesses and marketers to embed sustainability (e.g. Business Round Table, 2019;de Ruyter et al, 2022). Within this dynamic context, we argue that the Sustainable Development Goals (SDGs) launched by the United Nations (UN) in 2015 provide a blueprint and represent a way forward in addressing the multifaceted socio, economic and environmental challenges for BMBW, and a sustainable future for all.…”

Section: Introductionmentioning

confidence: 99%

Re-imagining Marketing Scholarship in the era of the UN Sustainable Development Goals

Voola

Carlson

Azmat

et al. 2022

Australasian Marketing Journal

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The pandemic, rising inequalities, climate change, consumer mistrust of brands, organizations and their intentions, pose important questions relating to marketing’s relevance and impact in the real world. Additionally, there are growing calls by global bodies, such as the UN, national governments, consumers, students, suppliers, and leading practitioners to re-imagine and broaden the role of business and marketing to consider benefits to stakeholders (consumers, suppliers, employees, community, as well as shareholders). In this editorial, we contend that the United Nations Sustainable Development Goals (UN SDGs) framework has the potential to address the myriad of challenges identified by marketing scholars and practitioners. With the assistance of quotes from marketing scholars, non-marketing scholars, marketing students and practitioners, we offer a rationale for a proactive and considered engagement by marketing scholarship, with the UN SDGs. We then introduce the six papers included in this special issue. We conclude by calling for further critical inquiry at the marketing-SDGs interface including; 1) Re-imagining the philosophy of marketing and marketing education; 2) Marketing capabilities and the SDGs; 3) Understanding consumer behavior, and 4) Learning across contexts.

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“…Head, 2017), and overdue social transformations, with movements to address pressing social inequalities and injustices, as others have similarly noted (Chandy et al, 2021;Flaherty et al, 2021;de Ruyter et al, 2021). These testing times require far-sightedness, genuine concern with the well-being of society and the environment and a holistic systems perspective.…”

Section: Introductionmentioning

confidence: 99%

Social marketing: ready to help revolutionise marketing education

Harris

2022

JSOCM

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Purpose This paper aims to explore ways through which social marketing could help to revolutionise marketing education and argues that this change is needed now. The world is confronting a variety of serious challenges, including a global pandemic, an urgent climate emergency and overdue social transformations. Social marketing, with its far-sightedness, holistic systems thinking and genuine concern for the well-being of society and the environment, is ideally positioned to step forward to help accelerate the transformation of marketing education for the next generation of marketers. Design/methodology/approach This paper is conceptual and is informed by the literature on social marketing over its 50 years history, supplemented by the wider marketing literature. A SWOT analysis is used to analyse the proposed transformation of marketing education. Findings Six strengths are proposed by which social marketing can help to revolutionise marketing education, identified under the acronym COHERE: collaboration with a diversity of disciplines and stakeholders; openness to sharing knowledge, experience and detailed case studies; a holistic approach with a longer time horizon; engaging authentically with the social good; research that breaks new ground in theory and practice; and ethics embedded at its core. Practical implications The opportunities to help revolutionise marketing education offered through these strengths are explored, the weaknesses and threats acknowledged and the implications for marketing and social marketing analysed. Originality/value This paper proposes how (through the six identified strengths) and when (now) social marketing can help revolutionise marketing education, by adopting a dual lens of social and commercial marketing.

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Reimagining marketing strategy: driving the debate on grand challenges

Cited by 77 publications

References 5 publications

How are consumer behavior and marketing strategy researchers incorporating the SDGs? A review and opportunities for future research

How are consumer behavior and marketing strategy researchers incorporating the SDGs? A review and opportunities for future research

Re-imagining Marketing Scholarship in the era of the UN Sustainable Development Goals

Social marketing: ready to help revolutionise marketing education

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