IDEAS home Printed from https://ideas.repec.org/a/spr/ijmark/v2023y2023i3d10.1007_s43039-023-00072-5.html
   My bibliography  Save this article

Moving forward better marketing for a better world: a path for new research opportunities

Author

Listed:
  • Yanina Rashkova

    (University of Cagliari)

  • Ludovica Moi

    (University of Cagliari)

Abstract

The topic of marketing as a source of a “better world” is gaining rising importance in academia and practice. It represents an opportunity to move towards the development of a more prosperous, fair, and equitable society. Nevertheless, questions remain about how organizations could comprehensively form and nurture marketing for good. In this paper, we display a critical review of the most widely accepted theoretical approaches related to better marketing for a better world (BMBW) to seek new research perspectives. We contribute to extending prior literature by presenting its main criticalities, articulating them around three clusters of shortcomings in view of how recent literature is evolving. Based on this analysis, we then recommend avenues for future research and associated research questions to stimulate and advance further scholarly investigations.

Suggested Citation

  • Yanina Rashkova & Ludovica Moi, 2023. "Moving forward better marketing for a better world: a path for new research opportunities," Italian Journal of Marketing, Springer, vol. 2023(3), pages 413-428, September.
    • Handle: RePEc:spr:ijmark:v:2023:y:2023:i:3:d:10.1007_s43039-023-00072-5
    DOI: 10.1007/s43039-023-00072-5
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1007/s43039-023-00072-5
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.
    File URL: https://libkey.io/10.1007/s43039-023-00072-5?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Stoeckl, Verena E. & Luedicke, Marius K., 2015. "Doing well while doing good? An integrative review of marketing criticism and response," Journal of Business Research, Elsevier, vol. 68(12), pages 2452-2463.
    2. Mont, Oksana, 2004. "Institutionalisation of sustainable consumption patterns based on shared use," Ecological Economics, Elsevier, vol. 50(1-2), pages 135-153, September.
    3. Xu, Hangjun & Guo, Huiling & Zhang, Jing & Dang, Anh, 2018. "Facilitating dynamic marketing capabilities development for domestic and foreign firms in an emerging economy," Journal of Business Research, Elsevier, vol. 86(C), pages 141-152.
    4. Krush, Michael T. & Pennington, Julia R. & Fowler, Aubrey R. & Mittelstaedt, John D., 2015. "Positive marketing: A new theoretical prototype of sharing in an online community," Journal of Business Research, Elsevier, vol. 68(12), pages 2503-2512.
    5. Laczniak, Gene R. & Murphy, Patrick E., 2019. "The role of normative marketing ethics," Journal of Business Research, Elsevier, vol. 95(C), pages 401-407.
    6. Gopaldas, Ahir, 2015. "Creating firm, customer, and societal value: Toward a theory of positive marketing," Journal of Business Research, Elsevier, vol. 68(12), pages 2446-2451.
    7. Mark R. Ryan, 2021. "Business Ethics as a Form of Practical Reasoning: What Philosophers Can Learn from Patagonia," Humanistic Management Journal, Springer, vol. 6(1), pages 103-116, April.
    8. Lerman, Dawn & Shefrin, Hersh, 2015. "Positive marketing: Introduction to the special section," Journal of Business Research, Elsevier, vol. 68(12), pages 2443-2445.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Sabrina Celestino & Antonella Garofano & Barbara Masiello & Francesco Izzo & Enrico Bonetti, 2024. "Disability and marketing: a bibliometric analysis and systematic literature review," Italian Journal of Marketing, Springer, vol. 2024(3), pages 311-337, September.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Mittelstaedt, John D. & Kilbourne, William E. & Shultz, Clifford J., 2015. "Macromarketing approaches to thought development in positive marketing: Two perspectives on a research agenda for positive marketing scholars," Journal of Business Research, Elsevier, vol. 68(12), pages 2513-2516.
    2. Aksoy, Lerzan & Keiningham, Timothy L. & Buoye, Alexander & Larivière, Bart & Williams, Luke & Wilson, Ian, 2015. "Does loyalty span domains? Examining the relationship between consumer loyalty, other loyalties and happiness," Journal of Business Research, Elsevier, vol. 68(12), pages 2464-2476.
    3. Pez, Virginie & Butori, Raphaëlle & de Kerviler, Gwarlann, 2015. "Because I'm worth it: The impact of given versus perceived status on preferential treatment effectiveness," Journal of Business Research, Elsevier, vol. 68(12), pages 2477-2483.
    4. Krush, Michael T. & Pennington, Julia R. & Fowler, Aubrey R. & Mittelstaedt, John D., 2015. "Positive marketing: A new theoretical prototype of sharing in an online community," Journal of Business Research, Elsevier, vol. 68(12), pages 2503-2512.
    5. de Waal Malefyt, Timothy, 2015. "Relationship advertising: How advertising can enhance social bonds," Journal of Business Research, Elsevier, vol. 68(12), pages 2494-2502.
    6. Marcus Adam, 2018. "The Role of Human Resource Management (HRM) for the Implementation of Sustainable Product-Service Systems (PSS)—An Analysis of Fashion Retailers," Sustainability, MDPI, vol. 10(7), pages 1-27, July.
    7. Arnold Tukker & Renzo Akkerman & Antoine Heideveld & Jaco Quist & Ruben Vrijhoef & Cees Withagen & Mark Beumer, 2024. "Distribution of Power and Value Crucial for a Successful Circular Economy Transition," Circular Economy and Sustainability, Springer, vol. 4(4), pages 2413-2425, December.
    8. Lena Borg & Lovisa Högberg, 2014. "Organization of Laundry Facility Types and Energy Use in Owner-Occupied Multi-Family Buildings in Sweden," Sustainability, MDPI, vol. 6(6), pages 1-18, June.
    9. Pérez-Sánchez, Laura À. & Velasco-Fernández, Raúl & Giampietro, Mario, 2022. "Factors and actions for the sustainability of the residential sector. The nexus of energy, materials, space, and time use," Renewable and Sustainable Energy Reviews, Elsevier, vol. 161(C).
    10. Muhammad Ishfaq Khan & Shahbaz Khalid & Umer Zaman & Ana Ercília José & Paulo Ferreira, 2021. "Green Paradox in Emerging Tourism Supply Chains: Achieving Green Consumption Behavior through Strategic Green Marketing Orientation, Brand Social Responsibility, and Green Image," IJERPH, MDPI, vol. 18(18), pages 1-24, September.
    11. Gordon, Ross & Dibb, Sally & Magee, Christopher & Cooper, Paul & Waitt, Gordon, 2018. "Empirically testing the concept of value-in-behavior and its relevance for social marketing," Journal of Business Research, Elsevier, vol. 82(C), pages 56-67.
    12. Bublitz, Melissa G. & Peracchio, Laura A., 2015. "Applying industry practices to promote healthy foods: An exploration of positive marketing outcomes," Journal of Business Research, Elsevier, vol. 68(12), pages 2484-2493.
    13. Florence Ziesemer & Alexandra Hüttel & Ingo Balderjahn, 2019. "Pioneers’ Insights into Governing Social Innovation for Sustainable Anti-Consumption," Sustainability, MDPI, vol. 11(23), pages 1-16, November.
    14. Kathan, Wolfgang & Matzler, Kurt & Veider, Viktoria, 2016. "The sharing economy: Your business model's friend or foe?," Business Horizons, Elsevier, vol. 59(6), pages 663-672.
    15. Xiyan Mao & Peiyu Wang, 2023. "Import–export nexus and China's emerging trade in environmental goods," Growth and Change, Wiley Blackwell, vol. 54(1), pages 157-181, March.
    16. Khan, Huda, 2020. "Is marketing agility important for emerging market firms in advanced markets?," International Business Review, Elsevier, vol. 29(5).
    17. Mariella C. Remund & Marta Peris-Ortiz & Hans-Jurgen Gehrke, 2017. "The Vitruvian Man of Leonardo da Vinci as a model of innovative entrepreneurship at the intersection of business, art and technology," Journal of Innovation and Entrepreneurship, Springer, vol. 6(1), pages 1-18, December.
    18. Tseng, Ming-Lang & Wu, Kuo-Jui & Chiu, Anthony SF. & Lim, Ming K. & Tan, Kimhua, 2018. "Service innovation in sustainable product service systems: Improving performance under linguistic preferences," International Journal of Production Economics, Elsevier, vol. 203(C), pages 414-425.
    19. Dubey, Rameshwar & Gunasekaran, Angappa & Childe, Stephen J. & Papadopoulos, Thanos & Wamba, Samuel Fosso & Song, Malin, 2016. "Towards a theory of sustainable consumption and production: Constructs and measurement," Resources, Conservation & Recycling, Elsevier, vol. 106(C), pages 78-89.
    20. Firnkorn, Jörg & Müller, Martin, 2011. "What will be the environmental effects of new free-floating car-sharing systems? The case of car2go in Ulm," Ecological Economics, Elsevier, vol. 70(8), pages 1519-1528, June.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:ijmark:v:2023:y:2023:i:3:d:10.1007_s43039-023-00072-5. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.