Explore Sustainability as Megatrend

Can sustainability be considered a megatrend? If so, just what does this mean for the study of macromarketing? Scholars John D. Mittelstaedt, Clifford J. Shultz II, William E. Kilbourne, and Mark Peterson explore this topic in their article “Sustainability as Megatrend: Two Schools of Macromarketing Thought” from the Journal of Macromarketing.

The abstract:

JMMK_new C1 template.inddIs sustainability a megatrend? If so, what does it mean to be a megatrend, and how can macromarketing advance our understanding of sustainability as a megatrend? This article makes three contributions to research on sustainability as megatrend. First, if offers a set of elemental criteria to understand the concept of a megatrend. Megatrends are complex in nature, whose understanding requires the skills and perspectives of macromarketers. Second, this article articulates two schools of thought in Macromarketing scholarship, a Developmental School and a Critical School. The former operates from the premise that marketing systems are important parts of the solution to the human condition, while the latter operates from the premise that they are part of the problem. Each concludes that sustainability is the megatrend of our time, but for different reasons. Finally, this article offers directions for macromarketing scholars, who are uniquely positioned to explore sustainability as megatrend.
This entry was posted in Change, Institutional Theory, Macromarketing, Management Theory, Marketing, Sustainability and tagged , , , , , by Cynthia Nalevanko, Senior Editor, SAGE Publishing. Bookmark the permalink.

About Cynthia Nalevanko, Senior Editor, SAGE Publishing

Founded in 1965, SAGE is the world’s leading independent academic and professional publisher. Known for our commitment to quality and innovation, SAGE has helped inform and educate a global community of scholars, practitioners, researchers, and students across a broad range of subject areas. With over 1500 employees globally from principal offices in Los Angeles, London, New Delhi, Singapore, Washington DC, and Melburne, our publishing program includes more than 1000 journals and over 900 books, reference works and databases a year in business, humanities, social sciences, science, technology and medicine. Believing passionately that engaged scholarship lies at the heart of any healthy society and that education is intrinsically valuable, SAGE aims to be the world’s leading independent academic and professional publisher. This means playing a creative role in society by disseminating teaching and research on a global scale, the cornerstones of which are good, long-term relationships, a focus on our markets, and an ability to combine quality and innovation. Leading authors, editors and societies should feel that SAGE is their natural home: we believe in meeting the range of their needs, and in publishing the best of their work. We are a growing company, and our financial success comes from thinking creatively about our markets and actively responding to the needs of our customers.

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