Marketing seems to be slow to fully recognize its role, place and responsibility in changes in climate, biodiversity and resources. This reluctance can be attributed, at least in part, to the implicit assumptions of sustainable marketing, which tend to minimize the scale of the paradigm shifts needed to remain hopeful of a habitable planet. Consequently, the dominant approaches to “sustainable marketing” find it difficult to question the fundamental principles and ideological foundations of the market system. This is why we are calling for radical changes in marketing research in order to envisage a truly sustainable future. We are therefore formulating a program based on five proposals with the aim of inviting profound transformations in the discipline.
Our study explores historical paradoxes in the coffee industry, focusing on the persistent tension between pragmatism and idealism. Paradoxes are defined as persistent conflicts...
Basée sur les résultats d’une étude conceptuelle publiée dans la revue ‘Business Strategy and the Environment’, cette vidéo considère le potentiel du concept de...
De nombreuses innovations échouent faute d’adoption et disparaissent rapidement, mais certaines, comme l’hydrogène vert ou décarboné, n’ont jamais réussi à s’imposer en 25 ans,...