Marketing Scholarship and the Sustainable Development Goals: Thoughts on Moving Forward

IF 4 Q2 BUSINESS

Australasian Marketing Journal Pub Date : 2021-10-17 DOI:10.1177/18393349211052619

A. Rosenbloom

引用次数: 7

Abstract

This article is a commentary on how marketing scholarship can be more relevant as it tackles the human development challenges presented by the Sustainable Development Goals (SDGs). The commentary argues that as businesses are transforming themselves into purpose-driven organizations, marketing needs to be a part of that transformation. SDG 1 No Poverty and SDG 12 Sustainable Consumption and Production are discussed within the article. The commentary also tackles the institutional barriers that work against path-breaking SDG marketing scholarship: normative promotion and publication expectations along with the practitioner-academic research divide. Without realigning the incentives that reward original, boundary-spanning SDG marketing scholarship, the marketing discipline will be stuck in a cycle of rewarding one behavior while hoping for another.

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市场营销学术与可持续发展目标:关于前进的思考

这篇文章是关于营销学术如何在应对可持续发展目标(sdg)提出的人类发展挑战时发挥更大作用的评论。评论认为，随着企业将自己转变为目标驱动型组织，营销需要成为这种转变的一部分。文章中讨论了可持续发展目标1无贫困和可持续消费和生产。该评论还解决了阻碍突破性可持续发展目标营销学术的制度障碍:规范推广和出版期望以及从业者与学术研究的分歧。如果不重新调整奖励原创的、跨边界的可持续发展目标营销奖学金的激励机制，营销学科就会陷入奖励一种行为而希望另一种行为的循环中。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Australasian Marketing Journal BUSINESS-

CiteScore

14.90

自引率

16.70%

发文量

期刊介绍： The Australasian Marketing Journal (AMJ) is the official journal of the Australian and New Zealand Marketing Academy (ANZMAC). It is an academic journal for the dissemination of leading studies in marketing, for researchers, students, educators, scholars, and practitioners. The objective of the AMJ is to publish articles that enrich and contribute to the advancement of the discipline and the practice of marketing. Therefore, manuscripts accepted for publication will be theoretically sound, offer significant research findings and insights, and suggest meaningful implications and recommendations. Articles reporting original empirical research should include defensible methodology and findings consistent with rigorous academic standards.