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The Expansion of Conscious Capitalism into the Marketing World: Do Marketing Managers Practice 'Conscious' Marketing?

机译：自觉资本主义向营销世界的扩展：营销经理是否实行“自觉”营销？

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摘要

Conscious capitalism is a business philosophy that, through its four foundational principles---higher purpose, stakeholder integration, conscious leadership, and conscious culture and management---reflects a move to elevating marketing to a higher level. Combining the axioms of service-dominant (S-D) logic with the tenets of conscious capitalism, the construct "conscious marketing" is developed. Conscious marketing is the manifestation of conscious capitalism in a marketing context, seen through the lens of S-D logic and influenced by a stakeholder orientation to marketing.;This research defines and delves into the meaning of the conscious marketing construct informed by extant literature, and develops a model of the determinants, consequences, and dichotomies of conscious marketing based on qualitative field research with senior executives of conscious capitalism companies. Using a theoretical sampling and theories-in-use approach, this research contributes new theory that both reflects marketing practice in firms, and informs the continuing evolution of that practice. The overarching question to be answered by this research is 'How do marketing managers practice conscious marketing?' The first essay contains a thorough review of the S-D logic and conscious capitalism literature from which the conscious marketing construct is developed. The conscious marketing construct is defined and explained: it is a firm's capability to assume responsibility for, direct activity towards, and effectively communicate the long term value-in-use of its offerings and contributions to the well-being of its entire network of stakeholders. The second essay addresses how "conscious" marketers view and treat customers and other stakeholders. Qualitative interview data and a theory-in-use approach are used to construct a conscious marketing model, consisting of determinants and consequences of a conscious approach to marketing. This research also resulted in the discovery of tensions or dichotomies resulting from a firm's application of conscious capitalism principles to marketing. The third essay develops measurement items for the key factors that determine the degree of conscious marketing within firms. It lays the foundation for the construction of a Conscious Marketing Index, presenting the results of a pretest and item purification process and the resulting multiple indicators and multiple causes (MIMIC) model.
机译：有意识的资本主义是一种商业哲学，它通过其四个基本原则（更高的目标，利益相关者的整合，有意识的领导以及有意识的文化和管理）反映出将营销提升到更高水平的举动。将服务主导逻辑（S-D）的公理与自觉资本主义的宗旨相结合，开发了“自觉营销”的结构。从SD逻辑的角度来看，有意识的营销是有意识的资本主义在市场营销背景下的体现，并受利益相关者对市场营销取向的影响。;本研究定义并研究了现有文献提供的有意识的营销结构的含义，并发展了一个基于有意识的资本主义公司高级管理人员的定性实地研究的有意识营销的决定因素，结果和二分法的模型。这项研究使用理论抽样和使用中的理论方法，为新理论做出了贡献，既反映了公司的营销实践，又为该实践的持续发展提供了信息。该研究要回答的首要问题是“营销经理如何进行有意识的营销？”第一篇文章对S-D逻辑和有意识的资本主义文献进行了详尽的回顾，从中发展了有意识的营销结构。定义并解释了有意识的营销构架：这是公司承担其产品的长期使用价值和对整个利益相关者网络的福祉的责任，直接针对其活动并有效地进行沟通的能力。第二篇文章论述了“有意识的”营销人员如何看待和对待客户及其他利益相关者。定性访谈数据和使用中的理论方法用于构建有意识的营销模型，该模型由有意识的营销方法的决定因素和结果组成。这项研究还发现了由于企业将有意识的资本主义原理应用于市场营销而引起的紧张关系或二分法。第三篇文章针对确定公司内部有意识营销程度的关键因素开发了测量项目。它为构建有意识的营销指数奠定了基础，展示了预测试和物品纯化过程的结果以及由此产生的多种指标和多种原因（MIMIC）模型。

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  • 作者

    Ottley, Gary.;

  • 作者单位

    Bentley University.;

  • 授予单位 Bentley University.;
  • 学科 Marketing.
  • 学位 Ph.D.
  • 年度 2016
  • 页码 203 p.
  • 总页数 203
  • 原文格式 PDF
  • 正文语种 eng
  • 中图分类
  • 关键词

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