معرفی کامل مقاله رایگان به سمت تئوری سیستمهای بازاریابی به عنوان محصول عمومی
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 sociopolitical 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.
Limitations and Future Research
The proposed framework barely scratches the surface of the problem of change in marketing systems. Conceptually, the framework can potentially explain, from the marketing-systems-as-a-public-good perspective, why both collectivist/ socialist and privatization-based reforms might fail to deliver justice. Moreover, future research is required to provide detailed elaboration on the concepts, relationships, and processes included in the framework. Specifically, what are the precise mechanisms that govern the construction of “private’ (e.g. wealth, space, identity) spaces within marketing systems and its relation to “public”? What are the other types of macromotives that might structure value creation processes? Also, this research can be productively extended to investigate typologies of actors and their practices in constructing different variations of composite value, the ways these actors interact in shaping marketing-systems as the public good, the paths justice-based or other macromotive-based discourses take in structuring the course of marketing system evolution, and specific structures of attenuating mechanisms that provide macromotive-based calibration.