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首页> 外文会议>AMA Winter Academic Conference >Rearranging Deck Chairs or Righting the Course? Exploring the Role of Marketers in Climate Change Adaptation
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Rearranging Deck Chairs or Righting the Course? Exploring the Role of Marketers in Climate Change Adaptation

机译：重新排列甲板椅或牵伸课程？ 探索营销人员在气候变化适应中的作用

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Human activities associated with production and consumption have damaged the important natural systems that sustain life,causing rapid global warming.Marketers have played a central role in creating demand growth and GHG emissions.However,we have not subjected ourselves to self-examination for five reasons:(1)The dominant social paradigm(DSP)emphasizes economic growth and individualism;(2)Business schools are risk averse and conservative;(3)Sustainability-related work is transdisciplinary,and hence problematic to conduct and publish;(4)Reduced job security and increased scrutiny decreases motivation to engage in politically or personally uncomfortable or unrewarding behaviors;(5)Human psychology meets existential threats with denial,problem minimization or future projection to limit discomfort.Consequently,marketing scholarship has contributed towards the problem rather than addressed it.Demand growth has created consumer alienation in more affluent economies and existential peril for all.To fulfill the promise of marketers and marketing in supporting positive change,this research aims to identify pathways towards transformative(righting the course)vs.reinforcing(rearranging the deckchairs)teaching and research practice.We answer the question"How might marketing teaching and research practice lead in addressing the climate emergency?"
机译：与生产和消费相关的人类活动受到了维持生命的重要自然系统，导致全球迅速的热化。市场在创造需求增长和温室气体排放方面发挥了核心作用。然而，我们没有让自己进行自我检查五个原因：（1）主导的社会范式（DSP）强调经济增长和个人主义;（2）商学院是厌恶和保守的风险;（3）与可持续性相关的工作是跨学科，因此进行的行为和出版;（4）减少工作安全和增加的审查减少了从政治或个人不舒服或不安行为中参与的动力;（5）人类心理学符合否定，问题最小化或未来投影的存在威胁，以限制不适。应对，营销奖学金为解决问题而不是解决的问题艾米和成长已经为更富裕的经济体带来了消费者的异化和存在的危险all。履行营销人员和营销的承诺，在支持积极的变化方面，这项研究旨在识别转型性（攻击课程）的途径vs.reiinforcing（重新排列Deckchairs）教学和研究实践。我们回答了“如何营销教学的问题”和研究实践在解决气候紧急情况下领先？“

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