When the Commons call “Enough”, Does Marketing Have an Answer?

Abstract

How we use, or do not use our natural resources is a question that has been debated for millennia. Still an answer remains out of reach. It is a complex issue that often involves a social dilemma known as “the tragedy of the commons”. Many common pool resources, from fish stocks, to forests, to natural tourism destinations have an associated marketing system that may place pressure on the resource. If poorly managed, the resources sustainable future is questionable. This paper explains how commons and strategic action field theory can enhance a macromarketing analysis of marketing systems that involve a common pool resource (CPR) pointing to potential responses and solutions. The unique challenges faced are discussed, particularly in the interdependent areas of: property rights, power and equitable distribution. The findings from an empirical application confirm that CPRs destabilise a marketing system. Solutions may be found in the way the issue is negotiated, how the rules are structured and the perspective from which the issue is considered.

Protocols for Stakeholder Participation in Social Marketing Systems

“…Conceptually, it was important to identify and examine the dynamics of the Sea Change systems likely to be “involved, their interactions and environments” (Duffy, Layton, & Dwyer, 2017, p. 270). A boundary analysis in Sea Change examined the complete system, of which the focal problem, teaching 12- to 19-year-olds about the ocean, is a part.…”

Customer value creation in a natural resource-scarce environment: the role of market knowledge in adaptation and sustainability

“…The current wave of attention to sustainable development, however, has been accompanied by a growing recognition that many of the natural resources that are currently available are likely to become scarce (Hult, 2011;Kotler, 2011). The causes of natural-resource depletion are largely attributed to industrial users driven by market demand (e.g., Duffy et al, 2017;Witkowski, 2005). As a result, the depletion of natural resources is often regarded as an ancillary environmental cost of marketing that, in practice, largely focuses on enlarging and satisfying the needs and wants of customers, rather than on reducing environmental effects (Kjellberg, 2008;Kotler, 2011;Witkowski, 2005).…”

“…One important contribution of this study is therefore the suggestion that, in addition to helping businesses to thrive, market knowledge can also help businesses to adapt their value-creation processes in response to changes in the natural environment. Such adjustments are essential to balancing business practices with the need to pursue sustainability (Duffy et al, 2017;Kotler, 2011).…”

“…With the increasing pressure for sustainability, there is now a growing recognition that marketing processes and practices have consequences for the environment and particularly when natural resources are used to the point of scarcity, leading to resource depletion (Hart & Dowell, 2011;Kotler, 2011). The causes of natural resource depletion are mostly attributed to industrial users driven by market demand (e.g., Duffy, Layton, & Dwyer, 2017;Witkowski, 2005). As a result, marketers are increasingly facing pressure from consumers' awareness and government regulations to be environmentally friendly (Duffy et al, 2017;Fuller, 1999).…”

“…The causes of natural resource depletion are mostly attributed to industrial users driven by market demand (e.g., Duffy, Layton, & Dwyer, 2017;Witkowski, 2005). As a result, marketers are increasingly facing pressure from consumers' awareness and government regulations to be environmentally friendly (Duffy et al, 2017;Fuller, 1999). The growing imbalance of the supply and demand for resources will also inevitably threaten the performance of firms.…”