Journal of Macromarketing

Exchange is seen through all living entities, but marketing systems and their complexity are one of the aspects that separate humans from other animals. Our marketing systems are complex and require trust in remote, and often never met or personally encountered, individuals. These marketing systems have significantly contributed to the development of humanity and our increasing length of life and standard of living. But, in the Western world we have gone beyond satisfying the needs of humans to an era of excess consumption that negatively impacts on not just our current environment and society, but our potential futures. At the same time vast numbers of people remain under provided for by marketing systems, living short lives with a low standard of living. Discussing the development of marketing systems and our current era of excess this paper provides a call to macromarketing researcher. It asks for research on big topics that will define the future of humanity, and potentially whether there will be one at all.

The automotive sector must meet strict regulations to increase mobility while reducing emissions to demonstrate environmental stewardship. Trust in the promise of a sustainable Fahrvergnügen was broken with recent scandals like Dieselgate denting the confidence of regulators and consumers. Overpromising on sustainable innovative technology resulted in unethical behavior, deceit, and failure to meet promised standards. We consider to what extent societal disapproval was evident in the stock market reaction to these events. We sampled 41 announcements (1984 to 2016) and observed a mean stock market reaction of -1.01%. There was no difference in the stock reaction in firms failing governmental vs. voluntary standards and more negative reactions for events following Dieselgate or when compensation was offered. The severity of the reaction to unethical misuse of environmental credentials should encourage maintaining promised environmental performances as a macromarketing strategy.

At a time when government support for international humanitarian aid is decreasing, organizations devoted to helping in times of disaster are looking ever more to the individual donor for financial contributions. In this paper, we explore the relationship between the donor and the distant other by introducing the concepts of psychic distance and psychic distance stimuli to the macromarketing literature and exploring the role of psychic distance in fundraising for international humanitarian aid. It is our contention that by better understanding the biases that psychic distance introduce into the system, an improved flow of donations for the betterment of the distant needy and a more effective marketing system can be achieved. We offer four propositions for future testing and exploration.

Path dependency in marketing systems occurs when what has happened at an earlier time affects the possible outcomes of a sequence of events occurring at a later point in time (Sewell 1996). Unlike the wider category of all social systems, in marketing systems path dependency is innate in the evolutionary dynamics underlying the formation and growth of a marketing system, beginning with the historical framing of choices made by all participants, generating, through self-organization and emergence, four complex social mechanisms - delivery systems, stakeholder action fields, technology evolution systems and value change fields. These complex social mechanisms interact over time generating marketing system outcomes that feedback continually into participant choices. The paper argues that all marketing systems, whether micro, meso or macro in scale and level, exhibit path dependence, and explores the implications of this finding. The paper identifies three ways of approaching path dependence in marketing systems - a narrative, partial and strong approach. It concludes that in a specific marketing systems setting all three approaches complement each other, the first establishing in narrative terms what happened, the second identifying the key path dependencies in a partial analysis, and finally, the third, drawing on a detailed or strong understanding of the causal dynamics at work to provide insights needed to extend theories of marketing system formation and growth and to provide the foundations for policy prescription. The occurrence of path dependency in all marketing systems and the complementary nature of the three distinctive approaches are the two major contributions of this paper.

The paper seeks to re-examine a classic piece of macromarketing scholarship which dealt with market failures. That analysis was based on a transactional approach to markets, rather than a systems approach. Having become more prominent in the macromarketing literature since that time, marketing systems are the focus of the present analysis. The paper looks at six types of market failure: imperfect competition, entry barriers, externalities, imperfect information, inequality, and transaction costs. Definitions, politics and political economy are discussed, as is a more systems-oriented approach to the assessment of market failures.

Human migration is often a result of flight from post-conflict socio-economic disintegration, where dysfunctional marketing systems exacerbate the suffering of people. Despite the potential trauma and disruption incurred, a move away to systems perceived to be better are favored. Using a historical research approach, this article focuses on the end of World War II that heralded an unprecedented humanitarian crisis involving millions of displaced persons, marshalled in Displaced Persons’ (DP) Camps. This investigation focuses on the “Beautiful Balts” megamarketing campaign in Australia, the promotion of a handpicked consignment of DPs from the Baltic States of Lithuania, Latvia and Estonia to host-to-be communities, in order to satisfy the economy’s growing need for fresh industrial labour input. The authors argue that this campaign was crucial in dismantling the “white only” frame through the use of the hitherto undocumented process of frame demystification. This campaign set the stage for the opening up of Australia to greater numbers of post-WWII DP migrants from different ethnicities and fundamental changes to beliefs and practices that configured Australian marketing systems of the day.

Though most acculturation research investigates movement across national boundaries, many other types of boundaries may exist (e.g. rural to urban migration). Rural migrant workers focus on their adaptive and exploratory consumption practices to assemble a liquid identity in China. In essence, this research examines the nature of the transitions that the vast group of Chinese (over 280 million) endures as migrant workers seek to assemble new identities through consumption activities in a liminal space. We find that family relations and government policy hinder migrants’ adjustments to urban life. Thus, we contribute to macromarketing by enriching the theories of liquid identity, boundary work, and acculturation.