Sustainability of marketing systems: systeming interpretation of hybrid car manufacturer and consumer communications

The purpose of this qualitative macromarketing investigation is to explore the issue of the sustainability of marketing systems. Drawing on complex systems thinking, an alternative logic of marketing systems and a methodological basis for interpreting communicated meanings are developed. The alternative logic of marketing systems recognises the unity of a difference between a marketing system and its environment. This insight has become a cornerstone for synthesising the systeming methodology. Systeming comprises the philosophy, the model, and the method of interpreting communication-as-self-observation of marketing system agents. Data, communication by hybrid car manufacturers and consumers, were collected from netnographic sources such as corporate websites, reports posted online, weblogs, and consumer forums. The interpretation of these data was accomplished using systeming procedures, e.g. communication analysis, distinction identification, re-entry description, and logical level tracking. The systeming analysis of the hybrid car marketer and consumer communications illustrates that meaning-creation in the system is underpinned by purposeful human behaviour in reducing complexity of marketplace experience into a meaningful pattern, sustainability. Both manufacturers and consumers claim to become sustainable in reference to being unsustainable by creating self-referential differences, operating in different interaction contexts, and expanding meaning paradoxes. The interpretation shows that interactive meaning-creation in the system is inherently contradictory. Manufacturers expand (give a logical form to) contradictions through introducing hierarchical meaning structures, temporality, new functions, and communicative transvection. Consumers deal with the contradictions through enriching co-creation experiences and learning the proper continuation of specific hybrid car driving practices. The significant insight gained from this investigation is that the hybrid car marketing system is not a passive entity; it is the locus of purposefully expanding meanings. Two modes of sustainability with regard to the hybrid car marketing system can be distinguished: the content of communication that denotes enacted meanings of sustainability and the form of communication that indicates how sustainable these sustainability enactments are. The content/form distinction implies that the sustainability of the hybrid car marketing system is a matter of interactive meaning-creation between system agents. The sustainable development process, in at least a mobility domain, is driven by purposeful social interaction rather than static product attributes. This investigation is innovative because it a) offers a conceptualisation of a marketing system as a meaning flow; b) synthesises and compiles a methodology and method for interpreting communication in a marketing system; c) reveals systemic insights into the hybrid car marketing system; d) characterises the sustainability dimension of the hybrid car marketing system; e) explains a conceptual ground for reconciling the marketing system and society; f) provides a general macromarketing perspective to scrutinise recent conceptual developments in the marketing discipline; g) unifies marketing systems thinking with recent advancements in the marketing discipline, such as the service-dominant logic, and consumer culture theory; and, also, h) provides recommendations for a number of micro-managerial situations from a holistic perspective

Marketisation of Climate Change: Applying Chrematistics Framework to Warmth Rationing Issue in New Zealand

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Islamic marketing as macromarketing

Purpose: The purpose of the article is to propose and develop a distinct perspective in Islamic marketing research through fusing the Islamic paradigm and the macromarketing theory. Design/methodology/approach: This is a conceptual article that is based on intellectualising and reflecting on differences in understanding what marketing is and what role it plays in society. Findings: The article reveals some commonality of purpose between the macromarketing discipline and Islamic macromarketing, while the latter field of inquiry offers a unique outlook to a number of domain-specific issues. Research limitations/implications: The characterisation of Islamic macromarketing will open new avenues for future research and will make researchers more theoretically sensitive to ontological and epistemological assumptions that underlie marketing investigations. The limitation of the present discussion is that Islamic macromarketing may not have yet emerged as a separate discipline. Additionally, research on genuinely macromarketing issues in Islamic contexts is very sparse. Practical implications: Muslim practitioners and managers are to realise that the means and ends of marketing are better understood if viewed from a broader perspective of marketing's impact and consequences on society. By adopting the Islamic macromarketing perspective, public, societal institutions, business stakeholders, and managers will find a better platform to cooperate on maximising the realisation of hasanah (excellence) for all. Originality/value: This article contributes to the discipline by introducing and characterising a potentially new field of marketing inquiry. © Emerald Group Publishing Limited

Marketing Islamic services: tackling misconceptualisation of commercial insurance

© 2020, Emerald Publishing Limited. Purpose: The purpose of this paper is to offer an alternative conceptualisation of commercial insurance that is based on service thinking and compares it to the ideas flowing from goods thinking that currently appears to be a dominant mindset. Design/methodology/approach: When deliberating on commercial insurance, Muslim jurists and scholars followed a misleading route of logical reasoning that is based on comparing insurance to other approved commercial contracts within Islamic Law. In this paper, the author questions such reasoning by contrasting the framework of service thinking to that of goods thinking. Findings: The alternative framework proposed in this paper repositions commercial insurance as a unique type of service (rather than a good). It shows that commercial insurance can be seen as a bundle of benefits, which unfold in a gradual, intermittent, sporadic manner depending on the circumstances. This mode of a servicing relationship focuses on harm removal rather than the opportunistic actualisation of unfair monetary gain. Insurance premium is conceptualised as an availability fee, while compensation payout is recast as the restoration of value. Practical implications: Muslim jurists and marketing practitioners can use this framework to further scrutinise the permissibility of different varieties of commercial insurance in the contexts of both Muslim and non-Muslim majority countries. As service thinking radically repositions the essence and structure of commercial insurance, the views on the relevance of “gharar” and “riba” may undergo significant re-conceptualisation. Moreover, the design of takaful options can be improved on this basis. Social implications: Service thinking can better elucidate a positive societal role of commercial insurance that is in accord with the societal and Islamic maxim of harm removal. Some objections to commercial insurance relate to public policy failures. Well-regulated commercial insurance industries can substantially contribute to the economic development of impoverished societies. Originality/value: This paper exemplifies compelling power as well as potential of the discipline of Islamic marketing in contributing to significant debates concerning the permissibility of modern commercial options

Towards a Theory of Marketing Systems as the Public Good

© The Author(s) 2018. The Marketing-Systems-as-the-Public-Good framework proposed in this article outlines the general principles of interpreting change in marketing systems. The framework advances a view of purposeful temporal change based on collective practices that a) identify, develop and maintain key common resources; b) initiate public-private asset transitions; c) facilitate contributory participation of market actors in marketing system processes; and d) perpetuate attenuating mechanisms. These processes construct the system as the public good with non-excludable and non-subtractable (dis)benefits. The drive for further change arises when the system’s overarching structures infuse value creation practices with macromotive-based meaningfulness (e.g. the justice motive) which differentially resonates in market actors’ lived experiences, who through ongoing localized socio-political discourses and contestation undertake to correct perceived justice digressions. The case of the historical evolution of the Uzbek Bozor Marketing System illustrates the key elements of the proposed framework

Islamic marketing as macromarketing

Purpose: The purpose of the article is to propose and develop a distinct perspective in Islamic marketing research through fusing the Islamic paradigm and the macromarketing theory. Design/methodology/approach: This is a conceptual article that is based on intellectualising and reflecting on differences in understanding what marketing is and what role it plays in society. Findings: The article reveals some commonality of purpose between the macromarketing discipline and Islamic macromarketing, while the latter field of inquiry offers a unique outlook to a number of domain-specific issues. Research limitations/implications: The characterisation of Islamic macromarketing will open new avenues for future research and will make researchers more theoretically sensitive to ontological and epistemological assumptions that underlie marketing investigations. The limitation of the present discussion is that Islamic macromarketing may not have yet emerged as a separate discipline. Additionally, research on genuinely macromarketing issues in Islamic contexts is very sparse. Practical implications: Muslim practitioners and managers are to realise that the means and ends of marketing are better understood if viewed from a broader perspective of marketing's impact and consequences on society. By adopting the Islamic macromarketing perspective, public, societal institutions, business stakeholders, and managers will find a better platform to cooperate on maximising the realisation of hasanah (excellence) for all. Originality/value: This article contributes to the discipline by introducing and characterising a potentially new field of marketing inquiry. © Emerald Group Publishing Limited

Macro-systems role of marketing: Do we trade environment for welfare?

The purpose of this research is to advance understanding of the macro-systems role of marketing. The author augments the equivocal principle of marketing (EPM) with the hypothesis that marketing has a negative indirect impact on societal welfare. The estimation of a structural error correction model in the context of the U.S. marketing system confirms that there exists a negative long-run relationship between environmental entropy and sustainable welfare with marketing positively associated with environmental entropy. This fact invalidates the assumptions behind the trade-off conjecture, which could only be supported if one is willing to accept the economic welfare myth. © SAGE Publications 2011

Private labels ain’t bona fide! Perceived authenticity and willingness to pay a price premium for national brands over private labels

© 2015 Westburn Publishers Ltd. As private labels are consolidating their gains in national markets, a conventional recommendation to national brand manufacturers would most likely be to invest more in marketing in order to increase the perceived quality gap between national brands and private labels. It is assumed that the quality gap would boost consumer willingness to pay a price premium for national brands over private labels. Differing from this conventional approach, the current study focuses on the perceived authenticity gap between national brands and private labels, to explore whether and how this factor influences the effect of marketing and manufacturing variables on willingness to pay. This relationship is relevant in milieus where consumers might take brand authenticity rather than quality perceptions to guide their brand evaluations. The current study finds that the perceived authenticity gap mediates the effect of only some particular conventional marketing tools on willingness to pay. The study suggests that national brand managers should take the presence of private labels in the national markets as an opportunity to exploit the dynamics of authenticity evaluations, rather than as a threat

Warmth rationing as a macro-social problem: The application of the chrematistics framework

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