Abstract
Articles
The articles in this issue investigate phenomena related to marketing systems in a variety of geographic and industry contexts. The commentary in this issue by Roger Layton offers readers a unique perspective on how theory about marketing systems has developed and might likely develop in the future. The book reviews capture changing consumption behaviors which ultimately influence marketing systems and the outputs of marketing systems.
In “Marketing and Regional Integration for Food Security in the Arab World”, Mark Speece and Mohsen Bagnied propose a new approach for regional food systems in the Middle East/North Africa (MENA). This region faces serious food insecurity, with an increasing gap between food production and consumption. Using Resource-Advantage Theory from marketing, the authors show how the agriculture/agribusiness industry would be highly competitive with economic integration of the Nile Valley (Egypt and Sudan) with the Arab Gulf countries. Individually, these sub-regions have critical disadvantages, but as a bloc, complementary strengths could make the industry quite competitive. While many have discussed integration within MENA for decades (usually in political terms), economic integration could become very beneficial to food security in the region.
The second article in the issue is “A Dynamic Stakeholders’ Framework in a Marketing Systems Setting” by Christine Domegan, Patricia McHugh, Tina Flaherty and Sinead Duane. Here, the authors take the view that a marketing-systems approach to stakeholders has never been more important in an increasingly interconnected world. The article presents a systemic stakeholders framework that incorporates several defining features and core propositions based on Layton’s MAS mechanisms and Coleman’s Boat. The contribution of a dynamic stakeholders’ marketing system framework is not so much in identifying or defining the appropriate marketing mechanisms at work but in understanding the continuous feedback nature of the macro-micro-macro everyday dynamics which involve stakeholders.
In the third article, Daniel Shen considers whether the effects of the 1960’s are still with those who lived during this era. Researchers have found that aging members of the Baby Boom Generation are more vulnerable to mental and physical health-problems. Part of this may be due to the adoption of lifestyles in the Age of Aquarius somewhere around the time of Woodstock which now appear to be more resistant to change. For example, Shen’s analysis suggests that withdrawal from institutional religion four or five decades ago is associated with alcohol excess and cigarette smoking among aging Boomers in 2016. Shen modified Rahtz and Szykman’s (2008) model of preventive healthcare to include withdrawal from institutional religion. In this way, Shen offers readers better understanding for such a withdrawal’s possible impact on lifestyle change, health, and quality of life.
The fourth article “Macro-demarketing: The Key to Unlocking Unsustainable Production and Consumption Systems?” by Vicki Little, Christina Lee and Sumesh Nair examines the effects of a tax policy on reducing environmental degradation. The authors conducted an ethnographic case-study of a failed plastic-bag-tax in Malaysia. Despite widespread awareness and espoused support, the tax failed to meet policy goals. Addressing the limitations of the voluntary individual choice perspective, the study contributes insight into resistance to interventions at multiple levels and among multiple stakeholders.
The fifth article “The Role of Style versus Fashion Orientation on Sustainable Apparel Consumption” by Shipra Gupta, Wencke Gwozdz and Jim Gentry offers readers insight about whether promoting a style orientation among consumers (rather than a fashion orientation) will lead to more sustainable apparel consumption. Data collected from 6,386 consumers across five countries that are considered to be leaders in sustainable development (Sweden, Netherlands, Germany, the U.K., and the U.S.) suggest that promoting style can be a potential solution to attain slow fashion and, thus, improve sustainable apparel consumption. The article closes with discussion about the need for the collective effort of different actors (especially, government), in creating a more sustainable fashion-system.
The commentary in this issue is one of much value for all macromarketers. Roger Layton offers his thoughts about the development of research focused on marketing systems and its possible development in the future in “Marketing Systems – Looking Back, Looking On and Looking Forward”. This commentary was written to serve as the introduction to the SAGE Publications virtual book Marketing Systems -- The Evolution of a Concept over Time which focuses on the past, present and future of thinking related to marketing systems. The entire virtual book can be accessed by all at https://journals-sagepub-com-s.web.bisu.edu.cn/page/jmk/marketing_systems-the_evolution_of_a_concept_over_time. In the second half of 2019, the accessibility of the virtual book will change and become contingent upon subscribing to the Journal of Macromarketing or being associated with an institution with such a subscription.
Former Journal of Macromarketing Editor Stanley J. Shapiro led the effort to curate and publish Marketing Systems -- The Evolution of a Concept over Time. All macromarketers owe Stan sincere thanks for his leadership that resulted in this success. This virtual book would not have been possible without the help of Allison Leung, SAGE Publications Editor, Social Science Journals. The virtual book includes 12 research articles of Roger Layton along with pieces on marketing systems by other macromarketers, such as Bill Redmond, Cliff Shultz, Katherine Sredl, Djavlonbek Kadirov, Vinita Godinho, Stacey Baker, Ron Hill, Courtney Nations and John Mittelstaedt. The book will serve as a touchstone for the increasing number of researchers who rely on knowledge about marketing systems to further the development of knowledge about market-related phenomena.
Two book reviews complete this issue. The first is by Jayne Krisjanous who reviews A History of American Consumption: Threads of Meaning, Gender and Resistance authored by former Journal of Macromarketing editor Terry Witkowski. The book begins with consumption in the American colonies of Great Britain in 1607 and marches through all of the different ages of consumption for the US. Krisjanous describes the book as follows: “It is a high quality, scholarly, theoretically driven work. It impressively references contributions to both CCT and the history of marketing literature. The author shows his depth of understanding and eye for detail with fascinating accounts of contexts, products and the American people who made consumption happen. The book is richly illustrated with images.” (Krisjanous 2019)
The Journal is committed to maintaining a strong book and media review section that advances the field of macromarketing. Suggestions for book reviews, or inquiries about what the book review editor may have available, should be sent to Marilyn Liebrenz-Himes (