Top

Journal of Business Ethics

Published in:

05-09-2019 | Original Paper

An Ethical Marketing Approach to Wicked Problems: Macromarketing for the Common Good

Authors: Thomas G. Pittz, Susan D. Steiner, Julia R. Pennington

Published in: Journal of Business Ethics | Issue 2/2020

Activate our intelligent search to find suitable subject content or patents.

search-config

AI-assisted search

Off

Abstract

Macromarketing attempts to address issues that engage marketing and society and previous ethical scholarship has focused on distributive justice and on exchanges that occur in conventional markets. As our research highlights, however, the distributive justice approach alone is insufficient for managing the complexities, ethical paradoxes, and out-of-market conditions associated with wicked, cross-national social concerns. In this article, we integrate macromarketing with the theory of the common good in order to provide a foundation for framing societal change that can encompass nonmarket value, stakeholder rights, collective social priorities, organizational responsibilities, and political action.

previous article Emancipatory Ethical Social Media Campaigns: Fostering Relationship Harmony and Peace

next article Freedom of the Will and Consumption Restrictions

Dont have a licence yet? Then find out more about our products and how to get one now:

Springer Professional "Wirtschaft+Technik"

Online-Abonnement

Mit Springer Professional "Wirtschaft+Technik" erhalten Sie Zugriff auf:

über 102.000 Bücher
über 537 Zeitschriften

aus folgenden Fachgebieten:

Automobil + Motoren
Bauwesen + Immobilien
Business IT + Informatik
Elektrotechnik + Elektronik
Energie + Nachhaltigkeit
Finance + Banking
Management + Führung
Marketing + Vertrieb
Maschinenbau + Werkstoffe
Versicherung + Risiko

Jetzt Wissensvorsprung sichern!

inform now

Springer Professional "Wirtschaft"

Online-Abonnement

Mit Springer Professional "Wirtschaft" erhalten Sie Zugriff auf:

über 67.000 Bücher
über 340 Zeitschriften

aus folgenden Fachgebieten:

Bauwesen + Immobilien
Business IT + Informatik
Finance + Banking
Management + Führung
Marketing + Vertrieb
Versicherung + Risiko

Jetzt Wissensvorsprung sichern!

inform now

Argandona, A. (1998). The stakeholder theory and the common good. Journal of Business Ethics, 17(9–10), 1093–1102.CrossRef

Arndt, J. (1981). The political economy of marketing systems: Reviving the institutional approach. Journal of Macromarketing,1(2), 36–47.CrossRef

Ayling, Julie. (2013). What sustains wildlife crime? Rhinoceros horn trading and the resilience of criminal networks. Journal of International Wildlife Law & Policy,16(1), 57–80.CrossRef

Bartels, Robert, & Jenkins, R. L. (1977). Macromarketing. Journal of Marketing,41(4), 17–20.CrossRef

Bell, C., & Simmonds, M. (2007). Plant substances as alternatives for animal products in traditional medicines. Report to the UK Department of Environment and Rural Affairs. London: Crown.

BBC (March 20, 2018). Northern white rhinoceros: Last male Sudan dies in Kenya. Retrieved from http://www.bbc.com/news/world-africa-43468066.

Big Game Parks. (2016). Rational for Swaziland’s Proposal to CITES to Legalize Trade in its Rhinoceros Horn. Proposal to Amend Swaziland’s Annotation to the Appendix II Rating of its Sothern White Rhinoceross. Information Document for Amendment Proposal CoP17 Prop 7. Convention on International Trade in Endangered Species of Wild Fauna and Flora. CITES CoP17, September 24 to October 5, 2016. Johannesburg, South Africa.

Borten, P. (2014). Niu Huang – Cow, ox, or water buffalo gallstone (bezoar) – “Cattle Yellow”. Retrieved September 1, 2019 from http://chineseherbinfo.com/niu-huang-cow-ox-or-water-buffalo-gallstone-bezoar-cattle-yellow/.

But, P., Lai-Ching, L., & Yan-Kit, T. (1990). Ethnopharmacology of rhinoceros horn I: Antipyretic effects of rhinoceros horn and other animal horns. Journal of Ethnopharmacology, 30(1), 157–168.

Child, Brian. (2012). The sustainable use approach could save South Africa’s rhinoceross. South African Journal Science,108(7/8), 1338–1342.CrossRef

Christy, B. (2016). Special investigation: Inside the deadly rhinoceros horn trade (p. 2016). October Issue: National Geographic Magazine.

CITES. (2016). Convention on international trade in endangered species. Retrieved April 05, 2016, from https://www.cites.org/.

Cohen, G. A. (1995). Self-Ownership, Freedom, and Equality. New York: Cambridge University Press.CrossRef

Cornwell, T. B., & Drennan, J. (2004). Cross-cultural consumer/consumption research: Dealing with issues emerging from globalization and fragmentation. Journal of Macromarketing,24(2), 108–121.CrossRef

Dholakia, N. (2012). Being critical in marketing studies: The imperative of macro perspectives. Journal of Macromarketing, 32(2), 220–225.CrossRef

Đỗ Tất Lơị (1962). Nhữ ng cây thuố c và vi ṭ huố c Việt Nam (Vietnamese Medicinal Plants and Herbs). Hanoi, Vietnam: Nhà xuất bản Y hoc̣.

Donaldson, T., & Preston, L. (1995). The stakeholder theory of the corporation: Concepts, evidence, and implications. Academy of Management Review,20(1), 65–91.CrossRef

Dyer, J., & Singh, H. (1998). The relational view: cooperative strategy and sources of interorganizational competitive advantage. Academy of Management Review,23(4), 660–679.CrossRef

Ellis, R. (2013). Tiger bone and rhino horn: The destruction of wildlife for Traditional Chinese Medicine. Washington, D.C.: Island Press.

Ferrell, O. C., & Ferrell, L. (2008). A macromarketing ethics framework: Stakeholder orientation and distributive justice. Journal of Macromarketing,28(1), 24–32.CrossRef

Fishman, C. (2003). The Wal-Mart you don’t know: Why low prices have high costs. Fast Company (October), 68–80.

Forbes, J. D. (1982). Societal control of producer marketing boards. Journal of Macromarketing,2(1), 27–37.CrossRef

Fort, T. L. (1996). Business as mediating institutions. Business Ethics Quarterly,6(2), 149–164.CrossRef

Freeman, R. E. (1984). Strategic management: A stakeholder approach. Boston: Pittman.

Freeman, R. E., Martin, K., & Parmar, B. (2007). Stakeholder Capitalism. Journal of Business Ethics,74(4), 303–314.CrossRef

Garriga, E., & Mele, D. (2004). Corporate social responsibility theories: Mapping the territory. Journal of Business Ethics,53(1), 51–71.CrossRef

Gatens, M. (1991). Feminism and philosophy: Perspectives on difference and equality. Indianapolis: Indiana University Press.

Goodpaster, Kenneth E., & Atkinson, G. (1992). Stakeholders, individual rights, and the common good. National Forum,72(Winter), 14–17.

Grey, C., & Willmott, H. (2002). Contexts of CMS. Organization,9(3), 411–418.CrossRef

Harris, R. G., & Carman, J. M. (1983). Public regulation of marketing activity: Part 1: Institutional typologies of market failure. Journal of Macromarketing,3(1), 49–58.CrossRef

Hübschle, A. (2014). Of bogus hunters, queenpins and mules: the varied roles of women in transnational organized crime in Southern Africa. Trends in Organized Crime,17, 31–51. https://doi.org/10.1007/s12117-013-9202-8.CrossRef

Hubschle, Annette. (2017). Contested Illegality: Processing the Trade Prohibition of Rhinoceros Horn. In J. Beckert & M. Dewey (Eds.), the architecture of illegal markets: Towards an economic sociology of illegality in the economy. Oxford: Oxford University Press.

Hunt, S. D. (1977). The nature and scope of marketing. Journal of Marketing,40(July), 17–27.

Klien, T. (2008). Assessing distributive justice in marketing: a benefit-cost approach. Journal of Macromarketing,28(1), 33–43.CrossRef

Knights, D. (2009). Myopia rhetorics: Reflecting epistemologically and ethically on the demand for relevance in organizational and management research. Academy of Management Learning & Education,7(4), 537–552.CrossRef

Kotchen, M., & Reiling, S. (1998). Estimating and questioning economic values for endangered species: An application and discussion. Endangered Species Update,15(5), 77–83.

Laczniak, G., & Murphy, P. (1993). Ethical marketing decisions. Boston, MA: Allyn & Bacon.

Laczniak, G., & Murphy, P. (2008). Distributive justice: Pressing questions, emerging directions, and the promise of Rawlsian analysis. Journal of Macromarketing,28(1), 5–11.CrossRef

Laczniak, G., & Murphy, P. (2016). The relationship between marketing ethics and corporate social responsibility: Serving stakeholders and the common good. In R. PaulHill & R. Langan (Eds.), Handbook of research on marketing and corporate social responsibility (pp. 68–87). Cheltenham: Edward Elgar.

Laczniak, G., & Santos, N. (2011). The integrative justice model for marketing to the poor: An extension of S-D logic to distributive justice and macromarketing. Journal of Macromarketing,31(2), 135–147.CrossRef

Lamont, J., & Favor, C. (2017). Distributive justice. In E. N. Zalta (ed.) The stanford encyclopedia of philosophy (Winter Edition) https://plato.stanford.edu/archives/win2017/entries/justice-distributive.

Layton, R. (2007). Marketing systems: A core macromarketing concept. Journal of Macromarketing,27(3), 227–242.CrossRef

Layton, R. (2015). Formation, growth, and adaptive change in marketing systems. Journal of Macromarketing,35(3), 1–18.

Layton, R., & Grossbart, S. (2006). Macromarketing: Past, present, and possible future. Journal of Macromarketing,26(2), 193–213.CrossRef

Lewin, L. (1991). Self-interest and public interest in western politics. New York, NY: Oxford University Press.CrossRef

Loomis, J., & White, D. (1996). Economic benefits of rare and endangered species: Summary and meta-analysis. Ecological Economics,18(1), 197–206.CrossRef

Martin, G. (2013). “Don’t List the Lion” Huffington Post. The Blog. 4?22/2013. Retrieved February 26, 2018 from https://www.huffingtonpost.com/glen-martin/dont-list-the-lion_b_3128468.html.

Milliken, T., & Shaw, J. (2012). The South Africa—Viet Nam Rhinoceros Horn Trade Nexus: A deadly combination of institutional lapses, corrupt wildlife industry professionals and Asian crime syndicates. TRAFFIC, Johannesburg, South Africa. Retrieved February 17, 2018 from http://www.trafficj.org/publication/12_The_SouthAfrica-VietNam_RhinocerosHorn_Trade_Nexus.pdf.

Mitchell, Ron K., Agle, B. R., & Wood, D. J. (1997). Toward a theory of stakeholder identification and salience: Defining the principle of who and what really counts. Academy of Management Review,22(4), 853–886.CrossRef

Mittelstaedt, J., Kilbourne, W., & Mittelstaedt, R. (2006). Macromarketing as agorology: Macromarketing theory and the study of the agora. Journal of Macromarketing,26(2), 131–142.CrossRef

Molewa, E. (2018). Minister Edna Molewa highlights progress on the implementation of the integrated strategic management of rhinocerosceros. Media release January 25, 2018. Department Environmental Affairs. Republic of South Africa. Retrieved February 17, 2018 from https://www.environment.gov.za/mediarelease/molewa_highlightsprogressonimplementationofintegratedstrategicmanagementofrhinocerosceros

Nowell, K., (2012). Species trade and conservation. Rhinocerosceroses: Assessment of rhinoceros horn as a traditional medicine. A report prepared for the CITES Secretariat SC62 Doc. 47.2 Annex (Rev.2), pp. 1–43

O’Brien, T. (2009). Reconsidering the common good in a business context. Journal of Business Ethics,85(1), 25–37.CrossRef

Ostrom, E., & Hess, C. (2006). A framework for analyzing the knowledge commons. In C. Hess & E. Ostrom (Eds.), Understanding knowledge as a commons: From theory to practice (pp. 41–82). Cambridge: MIT Press.

Palazzo, G., & Richter, U. (2005). CSR business as usual? The case of the tobacco industry. Journal of Business Ethics,61(1), 387–401.CrossRef

Pienaar, Daan J., Hall-Martin, A. J., & Hitchens, P. M. (1991). Horn growth rates of free-ranging white and black rhinocerosceros. Koedoe,34, 97–105.

Rawls, J. (1971). A theory of justice. Harvard, MA: Harvard University Press.

Renouard, C. (2011). Corporate social responsibility, utilitarianism, and the capabilities approach. Journal of Business Ethics,98(1), 85–97.CrossRef

Riley, J. (1989). Justice under capitalism. In J. W. Chapman (Ed.), Markets and justice (pp. 122–162). NewYork: New York University Press.

Schroth, J. (2008). Distributive justice and welfarism in utilitarianism. Inquiry: An Interdisciplinary Journal of Philosophy,51, 123–146.CrossRef

Shrader-Frenchette, Kristin. (2006). Environmental justice: Creating equity, reclaiming democracy. Oxford, United Kingdom: Oxford University Press.

Shultz, C. J., II, Burkink, T., Grbac, B., & Renko, N. (2005). When policies and marketing systems explode: An assessment of food marketing in the war-ravaged balkans and implications for recovery, sustainable peace, and prosperity. Journal of Public Policy & Marketing,24(1), 24–37.CrossRef

Sierra Club. (2015). https://www.sierraclub.org/sierra/2015-3-may-june/green-life/black-rhinoceros-hunt-angers-conservationists.

Silvertown, J. (2015). Have ecosystem services been oversold? Trends in Ecology & Evolution,30(11), 641–648.CrossRef

Spence, L., & Schmidpeter, R. (2003). SMEs, social capital, and the common good. Journal of Business Ethics,45(1), 93–108.CrossRef

Tadajewski, M. (2011). Critical Marketing Studies. In M. Tadajewski, P. Maclaran, E. Parsons, & M. Parker (Eds.), Key concepts in critical management studies (pp. 83–87). London: Sage.CrossRef

Vann, F., & Kumcu, E. (1995). Achieving efficiency and distributive justice in marketing programs for economic development. Journal of Macromarketing,15(2), 5–22.CrossRef

Velasquez, M. (1992). International business, morality, and the common good. Business Ethics Quarterly,2(1), 27–40.CrossRef

Wilkie, W. L., & Moore, E. S. (1999). Marketing’s contributions to society. Journal of Marketing,63(4_suppl1), 198–218.CrossRef

Title: An Ethical Marketing Approach to Wicked Problems: Macromarketing for the Common Good
Authors: Thomas G. Pittz
Susan D. Steiner
Julia R. Pennington
Publication date: 05-09-2019
Publisher: Springer Netherlands
Published in: Journal of Business Ethics / Issue 2/2020
Print ISSN: 0167-4544
Electronic ISSN: 1573-0697
DOI: https://doi.org/10.1007/s10551-019-04277-7

Springer Professional

Abstract

Please log in to get access to your license.

Dont have a licence yet? Then find out more about our products and how to get one now:

Springer Professional "Wirtschaft+Technik"

Springer Professional "Wirtschaft"

Other articles of this Issue 2/2020

Leveraging “Green” Human Resource Practices to Enable Environmental and Organizational Performance: Evidence from the Qatari Oil and Gas Industry

Review of Evidence-Based Management: How to Make Better Organizational Decisions by Eric Barends and Denise Rousseau

Seeing Versus Doing: How Businesses Manage Tensions in Pursuit of Sustainability

Freedom of the Will and Consumption Restrictions

‘Freedom Through Marketing’ Is Not Doublespeak

Addressing the Ethical Challenge of Market Inclusion in Base-of-the-Pyramid Markets: A Macromarketing Approach

Premium Partner