When the Commons call “Enough”, Does Marketing Have an Answer?

Duffy, S; Layton, R; Dwyer, L

When the Commons call “Enough”, Does Marketing Have an Answer?

Duffy, S Layton, R Dwyer, L

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Publisher:: SAGE PUBLICATIONS INC
Publication Type:: Journal Article
Citation:: Journal of Macromarketing, 2017, 37, (3), pp. 268-285
Issue Date:: 2017-09-01

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Field	Value	Language
dc.contributor.author	Duffy, S
dc.contributor.author	Layton, R
dc.contributor.author	Dwyer, L https://orcid.org/0000-0002-9797-1043
dc.date.accessioned	2022-09-22T07:12:35Z
dc.date.available	2022-09-22T07:12:35Z
dc.date.issued	2017-09-01
dc.identifier.citation	Journal of Macromarketing, 2017, 37, (3), pp. 268-285
dc.identifier.issn	0276-1467
dc.identifier.issn	1552-6534
dc.identifier.uri	http://hdl.handle.net/10453/161983
dc.description.abstract	How we use, or do not use our natural resources is a question that has been debated for millennia. Still an answer remains out of reach. It is a complex issue that often involves a social dilemma known as “the tragedy of the commons”. Many common pool resources, from fish stocks, to forests, to natural tourism destinations have an associated marketing system that may place pressure on the resource. If poorly managed, the resources sustainable future is questionable. This paper explains how commons and strategic action field theory can enhance a macromarketing analysis of marketing systems that involve a common pool resource (CPR) pointing to potential responses and solutions. The unique challenges faced are discussed, particularly in the interdependent areas of: property rights, power and equitable distribution. The findings from an empirical application confirm that CPRs destabilise a marketing system. Solutions may be found in the way the issue is negotiated, how the rules are structured and the perspective from which the issue is considered.
dc.language	English
dc.publisher	SAGE PUBLICATIONS INC
dc.relation.ispartof	Journal of Macromarketing
dc.relation.isbasedon	10.1177/0276146717710703
dc.rights	info:eu-repo/semantics/closedAccess
dc.subject	1399 Other Education, 1505 Marketing, 2103 Historical Studies
dc.subject.classification	Marketing
dc.title	When the Commons call “Enough”, Does Marketing Have an Answer?
dc.type	Journal Article
utslib.citation.volume	37
utslib.for	1399 Other Education
utslib.for	1505 Marketing
utslib.for	2103 Historical Studies
pubs.organisational-group	/University of Technology Sydney
pubs.organisational-group	/University of Technology Sydney/Faculty of Business
utslib.copyright.status	closed_access	*
dc.date.updated	2022-09-22T07:12:34Z
pubs.issue	3
pubs.publication-status	Published
pubs.volume	37
utslib.citation.issue	3

Abstract:

How we use, or do not use our natural resources is a question that has been debated for millennia. Still an answer remains out of reach. It is a complex issue that often involves a social dilemma known as “the tragedy of the commons”. Many common pool resources, from fish stocks, to forests, to natural tourism destinations have an associated marketing system that may place pressure on the resource. If poorly managed, the resources sustainable future is questionable. This paper explains how commons and strategic action field theory can enhance a macromarketing analysis of marketing systems that involve a common pool resource (CPR) pointing to potential responses and solutions. The unique challenges faced are discussed, particularly in the interdependent areas of: property rights, power and equitable distribution. The findings from an empirical application confirm that CPRs destabilise a marketing system. Solutions may be found in the way the issue is negotiated, how the rules are structured and the perspective from which the issue is considered.

Please use this identifier to cite or link to this item:

http://hdl.handle.net/10453/161983