Alternative Economies as Marketing Systems? The Role of Value Creation and the Criticism of Economic Growth
Journal
Journal of Macromarketing
ISSN
0276-1467
Type
journal article
Date Issued
2018
Author(s)
Abstract (De)
Actors engaged in alternative economies organize resource transfers, exchange resources (with and without the use of money), and create value. As value creation is a definitional attribute of marketing systems, we examine whether alternative economies fall under the concept of marketing systems. That is, the conceptual framework of the marketingsystems approach applicable to alternative economies must help answer this question, and the approachās empirical claims must hold true in alternative economies. We refer to the distinction between the conceptual framework of a theory and its empirical claims to substantiate our notion that alternative economies are marketing systems. Informed by the theoretical analysis and insights gleaned from interviews, we suggest modifications of the conceptual framework of the marketing-systems approach to improve or extend its applicability to alternative economies.
Language
English
Keywords
marketing systems
alternative economies
conceptual framework
flexible inductive research
value creation
value
growth
Refereed
Yes
Publisher
Sage
Volume
38
Number
1
Start page
57
End page
72
Subject(s)
Division(s)
Eprints ID
256565
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Name
2018_JMK_Alternative_Economies_as_Marketing_Systems.pdf
Size
362.25 KB
Format
Adobe PDF
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