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Reflections on Sustainable Enterprise A Macromarketing Approach for Macromarketing Education
Abstract
The purpose of this commentary is to stimulate debate on the topic of macromarketing education. Mark Peterson’s textbook Sustainable Enterprise: A Macromarketing Approach, which advocates a market-based approach to sustainability, is discussed in the context of a new marketing program exploring the intersection between marketing, markets, and society. As part of the discussion, the developmental and critical perspectives of macromarketing thought are contrasted with each other and also with the managerial perspective that dominates much of today’s marketing education. The commentary concludes with a call for critical reflexivity in macromarketing education and cautions that market-based approaches to sustainability can only work toward a sustainable future, but not solve the problem of an unsustainable lifestyle.
... Despite such a high-impact investigation of society's "wicked problems" (Kennedy, 2015), and the undoubted successes of programs such as Principles for Responsible Management Education (PRME)-which has over 16,000 signatories-the President of the Macromarketing Society has recognized that macromarketing is still very much a minority subject in most business schools (Wooliscroft, 2020). This is despite the discipline's potential to educate and adequately prepare future marketers to critically question marketing systems that reduce well-being and are detrimental to future generations (Repel, 2012;Shapiro et al., 2021). Thus, on a grander scale, research undertaken by Shapiro et al. (2021, p. 107) serves as a reminder to us that " [m]acromarketing pedagogy prepares students to be better citizens and better decision makers in all areas affecting well-being." ...
... To develop their understanding of macromarkets and macromarketing (Mittelstaedt et al., 2015;Peterson, 2016;Repel, 2012), students were ask to consider "the relationships between organizations and sustainable practices" and "FGR's real and symbolic role in delivering environmental and social sustainability to society," and also to reflect on how their field trip experience may have influenced their personal sustainability habits. ...
This paper seeks to determine the value of field trips that help establish macromarketing and sustainability scholarship in mainstream business/marketing education. It explores the experiences of postgraduate marketing and business strategy
students undertaking a field trip to the “World’s Greenest Football Club,” Forest Green Rovers. It responds to the call to establish the macromarketing viewpoint within business and management education and provides contemporary insight into the hitherto unexplored use of field trips for postgraduate students. Through student focus groups, the study identifies
the importance of selecting field trip locations where the complex and interwoven interplay of meso, micro, and macro activities can be critically evaluated through multiple stakeholder interactions. In addition, it points to the value of students experiencing “ultra-novel” organizations and situations to motivate learning, stimulate critical debate, and thereby facilitate cognition of macromarketing systems and sustainability.
... Despite such a high-impact investigation of society's "wicked problems" (Kennedy, 2015), and the undoubted successes of programs such as Principles for Responsible Management Education (PRME)-which has over 16,000 signatories-the President of the Macromarketing Society has recognized that macromarketing is still very much a minority subject in most business schools (Wooliscroft, 2020). This is despite the discipline's potential to educate and adequately prepare future marketers to critically question marketing systems that reduce well-being and are detrimental to future generations (Repel, 2012;Shapiro et al., 2021). Thus, on a grander scale, research undertaken by Shapiro et al. (2021, p. 107) serves as a reminder to us that " [m]acromarketing pedagogy prepares students to be better citizens and better decision makers in all areas affecting well-being." ...
... To develop their understanding of macromarkets and macromarketing (Mittelstaedt et al., 2015;Peterson, 2016;Repel, 2012), students were ask to consider "the relationships between organizations and sustainable practices" and "FGR's real and symbolic role in delivering environmental and social sustainability to society," and also to reflect on how their field trip experience may have influenced their personal sustainability habits. ...
his paper seeks to determine the value of field trips that help establish macromarketing and sustainability scholarship in mainstream business/marketing education. It explores the experiences of postgraduate marketing and business strategy students undertaking a field trip to the “World’s Greenest Football Club,” Forest Green Rovers. It responds to the call to establish the macromarketing viewpoint within business and management education and provides contemporary insight into the hitherto unexplored use of field trips for postgraduate students. Through student focus groups the study identifies the importance of selecting field trip locations where the complex and interwoven interplay of meso, micro, and macro activities can be critically evaluated through multiple stakeholder interactions. In addition, it points to the value of students experiencing “ultra-novel” organizations and situations to motivate learning, stimulate critical debate, and thereby facilitate cognition of macromarketing systems and sustainability.
... The text was well received by the three other contributors to the section who, in turn, reflected on the value of integrating a critical marketing lens into marketing education (Reppel 2008), showed the linkages between the text and Resource Advantage theory (Hunt 2012), and reviewed how far macromarketing teaching materials had evolved over the preceding forty years (Shapiro 2012b). ...
The United Nation’s Sustainable Development Goals (SDGs) are challenging the world to work towards a more sustainable future. Its 17 goals are ambitious, requiring concerted and system-based efforts driven by critical and socially aware thinking. However, marketing education is largely falling short of teaching students to think that way. Given macromarketing’s unique perspective on the interactions among markets, marketing, and society, macromarketers are poised to contribute to marketing pedagogy and to commit students to realizing the SDGs. This article first looks back at the previous 40 years of macromarketing pedagogy, before offering contemporary approaches to teaching macromarketing through four illustrative case studies found in an online repository called Pedagogy Place. It then looks forward, setting an aspiring vision for macro-oriented classrooms in the coming years.
... Bu kitabın önemi uzun yıllardan beri tartıĢılan ve makro pazarlama için eğitim materyali eksikliği konusunda çok önemsenen bir yayın olmasıdır. Makro pazarlamanın yaygınlaĢmasının önündeki en önemli engellerden birinin eğitim materyali eksikliğinden kaynakladığı düĢünülmektedir (Shapiro, 2008;Reppel, 2012;Radford vd., 2015). Peterson'un kitabı bu konuda önemli bir boĢluğu doldurarak, makro pazarlamanın kurumsallaĢmasına katkı sağlamaktadır (Hunt, 2012:404). ...
Pazarlama tarihi çok eskilere dayanan bir işletmecilik faaliyetidir. Ancak pazarlamanın akademik bir düşünce olarak ortaya çıkması 20. yy’da olmuştur. Bütün düşünce alanlarında olduğu gibi pazarlama disiplininde de çeşitli düşünce ekolleri vardır. Bunlardan birisi de “Makro Pazarlama” ekolüdür. Makro pazarlama için birçok tanım vardır. Bu tanımlarda toplumsal konularla ilgili olma ve makro bakış açısı başat niteliktedir. Makro pazarlama düşüncesi de zaman içerisinde değişim göstermiştir. Makro pazarlama alanında çalışmalar yapan akademisyenlerin çeşitli kurumsallaşma girişimleri olmuştur. Ayrıca daha önce makro pazarlama içerisinde bir çalışma alanı kabul edilen kimi alt disiplinler kendi konferanslarını toplamışlar ve dergilerini çıkartarak ayrı birer çalışma alanı olarak kurumsallaşmışlardır. Bu çalışmada makro pazarlama düşüncesinin tanımı, tarihi gelişimi, kavramsallaşma süreci ve kurumsallaşma çalışmaları ele alınmıştır.
... >Inducing Change in Socio-Technical systemsSocio-technical transitions research focuses on the replacement of old technology with new technology. Although macromarketing frequently references the potential of new technology(Reppel 2012), we stipulate that niches and regimes can center around innovations in the broadest sense. These innovations can be technological or social, as long as the innovation is socially desirable and challenges the dominant regime (its practices, infrastructure, institutions, etc.)(Witkamp, Raven, and Royakkers 2011). ...
Obesity, climate change and poverty are some of the most serious health, environmental and social issues of the 21st century. Current initiatives to address these wicked issues typically focus on the individual and community, with social marketing being a common tool. However, the effectiveness of social marketing in helping to combat these wicked issues has been mixed at best. We use the multi-level perspective on socio-technical transitions (MLP) to further our understanding of how macro-social marketing might be used to address the wicked problem of obesity. In doing so, we further conceptualize how formal and informal institutions might contribute to the emerging field of macro-social marketing. Please visit my personal website for more details and access. https://drjkemper.weebly.com
This position paper presents ‘holixec education,’ a groundbreaking model in higher education that merges holistic instruction with execution-oriented learning strategies. The term ‘holixec’ is a blend of ‘holistic’ and ‘execution.’ This innovative approach, particularly pertinent in business schools, enhances learners’ readiness for the workplace. The model is operationalized through the MECCDAL Method, a seven-pillar educational framework explicitly crafted for business schools. It necessitates a comprehensive reevaluation of the student's learning journey, the higher education system, and the academic culture in light of significant industry transformations. Holixec education aligns with students’ diverse developmental needs and addresses workforce demands and environmental challenges. It offers a theoretically grounded and practical educational framework that promotes balanced personal growth, enhances well-being, and cultivates relationships among students and various stakeholders. The paper posits that holixec education has the potential to transform academic teaching and learning, heralding a new epoch in business schools and higher education at large. It extends Bourdieu's theory of human development capital by broadening the dimensions of cultural capital to include artistic and media elements, and by introducing a novel form known as well-being capital. Also, the holixec paradigm enriches Miller's holistic education theory by integrating the execution approach at the heart of business sciences. Moreover, it provides a theoretical underpinning for the seven-pillar MECCDAL education model through the holixec paradigm. The contributions of this article underscore the potential of the holixec education model for rethinking the current higher education system.
This article provides an in-depth analysis of the evolving landscape of business and marketing education, accentuated by technological advancements, globalization, and the emergence of digital competitors. I underscore the challenges confronting traditional educational institutions arising from tech giants like Google and innovative e-learning platforms such as Udemy. The exacerbation of these issues in the post-pandemic environment is marked by escalating mental health concerns, a deficiency in practical skills acquisition, shifting student preferences, and debates surrounding the value proposition of college tuitions and business qualifications. Despite efforts to integrate immersive technologies and experiential learning strategies, a noticeable absence of pragmatic skills and learner-centric pedagogies persists within higher education paradigms. I introduce MECCDAL—a holistic, execution-oriented seven-pillar framework tailored to navigate contemporary challenges within an AI-infused, mental wellness-aware post-pandemic context. MECCDAL is an acronym derived from Latin terminologies: M ens (mind), E xecutio (execution), C or (heart), C orpus (body), D igitus (digital), A nima (soul), and L ingua (language). Through a detailed case study conducted at the American Institute of Business Experience Design, I illustrate MECCDAL's efficacy in augmenting business and marketing educational delivery mechanisms while fostering both collective and individual well-being alongside enhanced innovation and implementation competencies among students.
The United Nations’ Sustainable Development Goals (SDGs) provide a framework for building sustainable marketing strategies to improve social and natural environments. Marketing is a key factor for achieving SDG12, “Ensuring sustainable production and consumption patterns,” and a new kind of marketing education is needed to engage and transform students accordingly. In a sustainable marketing class, we asked students to weave a rug from recycled clothes, then estimate its selling price, considering its production and environmental costs. This arts-and-crafts-based pedagogy gave students a deep understanding of the requirements of SDG12. It was engaging for students and highlighted the role marketing can play in raising willingness to pay higher prices for more sustainable products. In sum, this class achieved transformative sustainability learning in line with the Head, Hands, and Heart framework proposed by Sipos et al.
Purpose
Sustainable entrepreneurship education (SEE) is a field, which mingles two imperative fields of research, sustainable entrepreneurship and entrepreneurship education. This emerging area has gained momentum in recent years, and various quantitative and qualitative studies are carried upon to explore its diverse dimensions, literature remains scattered. This paper aims to explore the holistic picture of SEE by compiling the research articles, through a systematic literature review of prior research studies.
Design/methodology/approach
Two prominent databases are considered, and these databases then are searched with appropriately designed search strings. Based on an exclusion and inclusion criteria developed by the authors, 59 research papers are selected for further investigation. These research papers are then studied rigorously for review and qualitative content analysis.
Findings
A conceptual framework comprising of the areas of these research contributions is proposed as an outcome. This framework provides insights about the existing state and areas of SEE research namely: (1) Institutional framework, (2) Teaching/learning approaches and (3) External interactions and provides further direction for research.
Research limitations/implications
The present study makes a significant contribution both in theoretical and in practical sense. (1) Compiled the extant literature on sustainable entrepreneurship education; (2) Developed a protocol to conduct the systematic review of literature on sustainable entrepreneurship education; (3) Reported the status of research on sustainable entrepreneurship education, and proposed a framework on existing work; (4) Presented the emerging topics, issues and challenges that need to be addressed in future research.
Originality/value
This article seeks to present a systematic literature review of the research field on sustainable entrepreneurship education. A review of existing literature in this field would certainly help to advance future research efforts as it presents a comprehensive picture of the status quo of this research field.
This chapter reviews marketing scholarship on environmental sustainability. The literature covers several themes of both consumer behavior and firm-level topics. Consumer issues include their assessment of efficacy and the extent to which they are aware and sensitive to environmental issues. Numerous interventions and marketing appeals for modifying attitudes and behaviors have been tested and are reported. Consumers and business managers have both been queried regarding attitudes of recycling and waste. Firm-level phenomena are reflected, including how brand managers can signal their green efforts to their customers, whether doing so is beneficial, all in conjunction with macro pressures or constraints from industry or governmental agencies. This chapter closes with a reflection on the research.
The first macromarketing seminar held in 1976 represented a first attempt to “hack the system” of business schools to bring a societal focus to the teaching of marketing. This effort resulted eventually in macromarketing becoming a major field of the marketing discipline. Today, forces outside the business school are pointing business schools to broaden their curricula to include social responsibility in the form of macromarketing, sustainability, and marketing for a better world. The purpose of this article is to discuss the challenges and opportunities of teaching macromarketing and sustainability concepts to business students so that more macromarketing managers would develop and exert their influence in marketplaces around the world. Important points include (a) the imperative for macromarketing-minded educators to advocate for curriculum changes in their own business schools, and (b) the need for macromarketing-minded educators to become more capable teachers of macromarketing and sustainability content with students more skeptical about such content. This article offers a constructivist approach to setting the stage for students engaging macromarketing and sustainability content for the first time. Embracing the paradox of managerial macromarketing and integrating experiential learning highlight this approach.
This chapter reviews marketing scholarship on environmental sustainability. The literature covers several themes of both consumer behavior and firm-level topics. Consumer issues include their assessment of efficacy and the extent to which they are aware and sensitive to environmental issues. Numerous interventions and marketing appeals for modifying attitudes and behaviors have been tested and are reported. Consumers and business managers have both been queried regarding attitudes of recycling and waste. Firm-level phenomena are reflected, including how brand managers can signal their green efforts to their customers, whether doing so is beneficial, all in conjunction with macro pressures or constraints from industry or governmental agencies. This chapter closes with a reflection on the research.
This contribution benchmarks the 40th anniversary issue of the Journal of Macromarketing with an updated and topically organized bibliography of articles that can be used by interested researchers and in university courses devoted to or including a survey of this subject. Fisk (1990), Shapiro (2006), and Shapiro, Tajadewski, and Shultz (2009) have provided previous renditions of this sort. However, the topical arrangement differs from these earlier efforts and instructive introductions are provided for each of the 13 broad topic sections proposed. References provided in the articles listed below them would extend sources for these topics. Our goal was to provide recency as well as variety in focus and methodology throughout Macromarketing literature, including both long-standing and emerging areas of interest.
Marketing managers best equipped to transfer their knowledge across increasingly complex and dynamic market contexts will be those who have learned to frame managerial decisions in terms of the broad moral, political, and social contexts in which those decisions reside. Undergraduate marketing curricula that emphasize the study of micro-marketing topics rather than macromarketing topics have not delivered the critical thinking skills marketing students need to function and adapt to increasingly dynamic business environments. Experiential Learning Theory offers a framework for instructors to design projects that incorporate systems-level perspectives while encouraging rigorous marketing decision-making. We review literature on experiential learning to highlight how aspects of experience-based pedagogy align with the aims of macromarketing education. Then we describe two projects as examples of how experience-based projects teach managerial decision-making and foster understanding of the broader societal role of marketing. We propose using experience-based projects as pedagogical tools that deliver on the field’s commitment to managerial education and restore marketing education to its systems-level roots.
One of the most challenging things that business and marketers need to act upon is a response to global environmental problems, what many now term "sustainability." Sustainability has become one of the most contested and dynamic areas in academia, while some in the business world have hailed it a megatrend for the 21st Century. As such sustainability requires informed action sooner rather than later, or to paraphrase an old Hopi saying: "We are the ones we have been waiting for." This special issue of the Journal of Macromarketing will reflect upon sustainability as a megatrend by asking various stakeholders to voice their cases: So, just what is it that you want us to do?.
This preview article introduces the second installment of a double special issue on "Sustainability as Megatrend'' and presents a summary of the research. Connections are made with the first special issue published in September 2014, and the authors conclude with a special thank you to the authors, reviewers, and Editor-in-Chief for their roles in the preparation of the two special issues.
This paper provides a synthesis and critical assessment of the sustainability marketing literature, from the period 1998–2013, building on a previous assessment from 1971 to 1998. It details research within major marketing journals and critically assesses this research in relation to the on-going conversation which focuses on marketing’s relationship with the natural environment. Differences in the content and depth of sustainability coverage in marketing journals are considered. Potential avenues for future sustainability marketing research are proposed, with a particular call for theoretical and managerial reflections which tackle broader systemic and institutional issues within the discipline.
Does marketing really work for organizations, managers and citizens? How can marketing management be studied and practised critically?
This key text introduces the essentials of critical thinking within the field of marketing in easy to read and understandable terms. Integrating critical perspectives with the topics of the typical marketing curriculum, Chris Hackley has produced an indispensable supporting text for upper level, undergraduate and postgraduate Marketing courses. A wide range of issues are covered including:
- Historical origins and influences in marketing
- Introduction to the concepts of Critical Theory
- Marketing ‘orientation’ and the marketing ‘mix’
- Critique of marketing principles
- Marketing and strategy
- The role of research in marketing
- Marketing and managerial ideology
- Marketing ethics
Each chapter includes Chapter Review questions, Case studies reflecting issues in the chapters, along with supporting case questions and reflections, as well as stimulating practical examples.
Vietnam is an evolving political economy and marketing system. Since the implementation of Doi Moi, the 1986 policy to invoke a shift from central economic planning to a more market-oriented system, the country has made extraordinary progress on several socioeconomic indicators. Some observers contend Vietnam is a development model; others suggest the country still has numerous challenges to overcome before it can reach its development goals. This article provides an overview of Vietnam’s socioeconomic development; it introduces eight refereed articles and four commentaries that comprise the scholarly contributions to the first special issue of the Journal of Macromarketing to feature research on a single country. Vietnam is that country. Contributors provide detailed research, analysis, and reflection on the interplay of markets, marketing, and society. Topics studied include system complexity and entrepreneurship, retailing evolution, consumption dynamics and societal wellness, family policy and consumption, education and human resource development, living standards and quality of life, ethical/unethical foreign direct investment, ritualistic consumption, and marketing, trade and protectionism, land policy and environmental sustainability, and implications for Vietnam’s economic and geopolitical future.
Past theories of consumer innovation and creativity were devised before the emergence of the profound collaborative possibilities of technology. With the diffusion of networking technologies, collective consumer innovation is taking on new forms that are transforming the nature of consumption and work and, with it, society and marketing. We theorize, examine, dimensionalize, and organize these forms and processes of online collective consumer innovation. Extending past theories of informationalism, we follow this macro-social paradigm shift into grassroots regions that have irrevocable impacts on business and society. Business and society need categories and procedures to guide their interactions with this powerful and growing phenomenon. We classify and describe four types of online creative consumer communities—Crowds, Hives, Mobs, and Swarms. Collective innovation is produced both as an aggregated byproduct of everyday information consumption and as a result of the efforts of talented and motivated groups of innovative e-tribes.
The field of marketing studies embraces a striking contradiction. On the one hand, it originated in a spirit of critique and dissent which has since been manifest in a rich, diverse and fiercely contested outpouring of marketing scholarship and research. On the other, it is a highly packaged brand with a remarkably uniform identity as a set of universal managerial problem-solving techniques. This paper explores this deep contradiction, positing the notion of parallel universes of disciplinary space, the one characterised by a critical social scientific orientation, the other by a naïve managerial orientation. While such a dialectical figure may lead to some blurring of important distinctions, this paper suggests that an investigation of the historical, political and ideological undercurrents of this bifurcation can contribute significantly to a re-orientation of the disciplinary space of marketing studies.
Can a new model of the scope of marketing help resolve the “nature of marketing” and “marketing science” controversies?
The author reflects on the early years of macromarketing, the evolution of the field, and shares new visions for the discipline and the journal. Four developments already visible are believed to be important to future welfare. Macromarketers and macromarketing furthermore are encouraged to be more expansive and inclusive, engaging empirical research and studying topics that reach out to other academic disciplines and to practitioners.
This article presents a normative set of recommendations for elevating the practice of marketing ethics. The approach is grounded in seven essential perspectives involving multiple aspirational dimensions implicit in ethical marketing. More important, each basic perspective (BP), while singularly useful, is also integrated with the other observations as well as grounded in the extant ethics literature. This combination of BPs, adhering to the tenets of normative theory postulation, generates a connective, holistic approach that addresses some of the major factors marketing managers should consider if they desire to conduct their marketing campaigns with the highest levels of ethics and social responsibility.
This article contends that the study of consumption is often subsumed within an ideological concern to castigate society for its materialism at the expense of an alternative morality that emerges from an empathetic concern with poverty and the desire for greater access to material resources. Examples are given of the benefits that accrue to populations from an increased quantity of goods in certain circumstances. An anti-materialist ideology is favoured by associating consumption with production rather than studying consumers themselves and their struggles to discriminate between the positive and negative consequences of commodities. The form of morality attacked here is also associated with a generalized critique of Americanization that tends to appropriate on behalf of the United States all blame and thereby agency for regressive global and local developments. The Americanization thesis also tends to ignore the contribution of much of the rest of the world to the production of consumer culture and contemporary capitalism, and to deny the authenticity of regional consumer culture. Parallels are drawn with E.P. Thompson's essay The Poverty of Theory and its critique of similarly disengaged ideological critiques that led academics away from the study of experience.
When I hear businessmen speak eloquently about the “social responsibilities of business in a free-enterprise system”, I am
reminded of the wonderful line about the Frenchman who discovered at the age of 70 that he had been speaking prose all his
life. The businessmen believe that they are defending free enterprise when they declaim that business is not concerned “merely”
with profit but also with promoting desirable “social” ends; that business has a “social conscience” and takes seriously its
responsibilities for providing employment, eliminating discrimination, avoiding pollution and whatever else may be the catchwords
of the contemporary crop of reformers. In fact they are — or would be if they or anyone else took them seriously -preaching
pure and unadulterated socialism. Businessmen who talk this way are unwitting puppets of the intellectual forces that have
been undermining the basis of a free society these past decades.
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