Wachsen mit Werten

Marketing für nachhaltige Produkte kommuniziert den sozialen und ökologischen Mehrwert für Konsumenten. Wird es vom Unternehmen ernst genommen, trägt es zur Erhöhung des Marktanteils nachhaltiger Produkte, zur Schonung der Natur und zu mehr Lebensqualität bei

Informal Entrepreneurship: An Integrative Review and Future Research Agenda

Informal entrepreneurship (IE) has received increased recognition because of its theoreticaldistinctiveness and practical relevance. However, the burgeoning literature on IE is difficult tonavigate, due to its rapid growth across different disciplines. Through an integrative review, weintroduce a novel typology of informal entrepreneurs that captures their heterogeneity acrossvarious contexts. We point out a dynamic perspective of IE, consisting of three pathways—thereactive formalizing, theproactive formalizing, and theinformalizing pathways—along which informalentrepreneurs move, acquiring or foregoing regulative legitimacy. Our review extends the theoryon IE, outlines promising research avenues, and suggests relevant practical implications

Macromarketing Pedagogy:Empowering Students to Achieve a Sustainable World

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

Sustainability marketing: a global perspective

Sustainability Marketing: A Global Perspective provides a new sustainability-oriented vision of marketing for the twenty-first century. It has a consumer marketing focus with an emphasis on integrating sustainability principles into both marketing theory and the practical decision making of marketing managers. The book shows how the complexities of sustainability issues can be integrated into marketing decisions through a systematic step-by-step approach. The steps involve an analysis of socio-environmental priorities to complement conventional consumer research; an integration of social, ethical and environmental values into marketing strategy development; a new consumer-oriented sustainability marketing mix to replace the outmoded and producer-oriented ‘4 Ps’; and finally an analysis of how marketing can go beyond responding to social change to contribute to a transformation to a more sustainable society. Without taking such steps, marketing will continue to drive global crises linked to climate change, poverty, food shortages, oil depletion and species extinction, instead of helping to tackle them. The book is ideally suited to both students and practitioners at many different levels and disciplines including marketing, business and sustainability or environmental management

Sustainability marketing: a global perspective

Sustainability Marketing: A Global Perspective provides a new sustainability-oriented vision of marketing for the twenty-first century. It has a consumer marketing focus with an emphasis on integrating sustainability principles into both marketing theory and the practical decision making of marketing managers. The book shows how the complexities of sustainability issues can be integrated into marketing decisions through a systematic step-by-step approach. The steps involve an analysis of socio-environmental priorities to complement conventional consumer research; an integration of social, ethical and environmental values into marketing strategy development; a new consumer-oriented sustainability marketing mix to replace the outmoded and producer-oriented ‘4 Ps’; and finally an analysis of how marketing can go beyond responding to social change to contribute to a transformation to a more sustainable society. Without taking such steps, marketing will continue to drive global crises linked to climate change, poverty, food shortages, oil depletion and species extinction, instead of helping to tackle them. The book is ideally suited to both students and practitioners at many different levels and disciplines including marketing, business and sustainability or environmental management

Zukunftswerkstätten zur Initiierung ökologischer Wandlungsprozesse in der Lebensmittel- und Textilbranche

Wie kann eine ökologisch und sozial wünschenswerte Zukunft in der Lebensmittel- und Textilbranche aussehen? Wie können die Akteure der jeweiligen Branche motiviert werden, die dafür nötigen Veränderungen Realität werden zu lassen? Diesen Fragen widmete sich das Institut für Wirtschaft und Ökologie an der Universität St. Gallen (IWÖ-HSG) mit dem innovativen Konzept «COSY-Workshops». Der vorliegende Artikel beschreibt, wie hierfür Zukunftswerkstätten erstmalig auf Branchenebene angewandt wurden. Die während der Workshops gesammelten Erfahrungen werden sowohl unter inhaltlichen als auch methodischen Gesichtspunkten aufbereitet. Dazu werden die in den Workshops erarbeiteten Veränderungsbedürfnisse, -visionen und Realisierungsansätze für die Lebensmittel- und Textilbranche vorgestellt. Schliesslich wird die Ergebnis- und Zieladäquanz der innovativen Workshopmethodik kritisch reflektiert. Es zeigt sich dabei unter anderem, dass sich das Instrument der Zukunftswerkstätten als kreative Arbeitsmethode bewährt hat, während ein kritischer Erfolgsfaktor die Auswahl von Schlüsselakteuren ist, nicht zuletzt vor dem Hintergrund der Machtverteilung innerhalb einer Branche

Sustainability marketing-An innovative conception of marketing

Conventional marketing thinking is increasingly unable to cope with the ecological, social and commercial realities that confront mankind. This conceptual article presents a vision of an integrated approach to ‘sustainability marketing’ and highlights a number of innovative ways in which this differs from the conventional marketing management mainstream

It Takes A Village To Sustain A Village: A Social Identity Perspective On Successful Community-Based Enterprise Creation

This article examines the powerful yet overlooked role of community-based enterprises (CBEs)-enterprises that are collectively established, owned, and controlled by the members of a local community, for which they aim to generate economic, social, and/or ecological benefits-in addressing a broad range of problems facing many rural communities around the globe. To understand why and how CBEs successfully come into existence, we conduct an exploratory case study of two community-based pubs founded in rural Bavaria, Germany, in the 2010s. Using abductive data analysis, we uncover several collective identity mechanisms that spur community mobilization and entrepreneurial action. Specifically, we find that, whereas an incumbent collective village identity lays the ground for successful CBE creation, an emergent enterprising community identity is critical to go beyond venture inception. Through identification with the entrepreneurial project, supporters develop a lasting commitment to it-reinforced over time through artifacts, rituals, and celebrations-which further feeds and sustains its implementation. Our study paves the way for future research on entrepreneurship, collective action, and identity in local communities