在联合国可持续发展目标时代重新构想市场营销奖学金

IF 4 Q2 BUSINESS
R. Voola, Jamie Carlson, F. Azmat, Liem Viet Ngo, Kylie Porter, A. Sinha
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引用次数: 10

摘要

疫情、日益加剧的不平等、气候变化、消费者对品牌、组织及其意图的不信任,对营销在现实世界中的相关性和影响提出了重要问题。此外,联合国、各国政府、消费者、学生、供应商和主要从业者等全球机构越来越多地呼吁重新想象和扩大商业和营销的作用,以考虑利益相关者(消费者、供应商、员工、社区以及股东)的利益。在这篇社论中,我们认为联合国可持续发展目标(UN SDGs)框架有潜力解决营销学者和从业者提出的无数挑战。在营销学者、非营销学者、营销学生和从业者的引用的帮助下,我们为营销学者积极和深思熟虑地参与联合国可持续发展目标提供了理由。然后,我们介绍本期特刊中的六篇论文。最后,我们呼吁对营销可持续发展目标接口进行进一步的批判性调查,包括:;1) 重新想象营销哲学和营销教育;2) 营销能力和可持续发展目标;3) 理解消费者行为,以及4)跨环境学习。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Re-imagining Marketing Scholarship in the era of the UN Sustainable Development Goals
The pandemic, rising inequalities, climate change, consumer mistrust of brands, organizations and their intentions, pose important questions relating to marketing’s relevance and impact in the real world. Additionally, there are growing calls by global bodies, such as the UN, national governments, consumers, students, suppliers, and leading practitioners to re-imagine and broaden the role of business and marketing to consider benefits to stakeholders (consumers, suppliers, employees, community, as well as shareholders). In this editorial, we contend that the United Nations Sustainable Development Goals (UN SDGs) framework has the potential to address the myriad of challenges identified by marketing scholars and practitioners. With the assistance of quotes from marketing scholars, non-marketing scholars, marketing students and practitioners, we offer a rationale for a proactive and considered engagement by marketing scholarship, with the UN SDGs. We then introduce the six papers included in this special issue. We conclude by calling for further critical inquiry at the marketing-SDGs interface including; 1) Re-imagining the philosophy of marketing and marketing education; 2) Marketing capabilities and the SDGs; 3) Understanding consumer behavior, and 4) Learning across contexts.
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来源期刊
CiteScore
14.90
自引率
16.70%
发文量
25
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.
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