The Marketing Ecoverse: A Sustainable Confluence of Business, Social, and Natural Ecosystems
Rebounding off the denaturized concept of business ecosystem, we develop an initial conceptualization of the marketing ecoverse. The marketing ecoverse refers to the confluence of three equally important types of ecosystems: business, sociocultural, and [natural] biogeophysical. We argue that the ma...
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| Published in: | Journal of macromarketing Vol. 44; no. 2; pp. 408 - 427 |
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| Main Authors: | , , , |
| Format: | Journal Article |
| Language: | English |
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Los Angeles, CA
SAGE Publications
01-06-2024
SAGE PUBLICATIONS, INC |
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| Abstract | Rebounding off the denaturized concept of business ecosystem, we develop an initial conceptualization of the marketing ecoverse. The marketing ecoverse refers to the confluence of three equally important types of ecosystems: business, sociocultural, and [natural] biogeophysical. We argue that the marketing ecoverse is based on shared natural phenomena, ecosystem functions, and native/inter-ecosystem service and disservice flows. The marketing ecoverse's self-regulative processes include material-to-moral signaling, resilience moderation, source-sink constraints, and artifact dispersal. A case of the growth and partial collapse of fourth-generation bike-sharing systems and their impact on African rural communities is presented to further illustrate the marketing ecoverse processes. |
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| AbstractList | Rebounding off the denaturized concept of business ecosystem, we develop an initial conceptualization of the marketing ecoverse. The marketing ecoverse refers to the confluence of three equally important types of ecosystems: business, sociocultural, and [natural] biogeophysical. We argue that the marketing ecoverse is based on shared natural phenomena, ecosystem functions, and native/inter-ecosystem service and disservice flows. The marketing ecoverse's self-regulative processes include material-to-moral signaling, resilience moderation, source-sink constraints, and artifact dispersal. A case of the growth and partial collapse of fourth-generation bike-sharing systems and their impact on African rural communities is presented to further illustrate the marketing ecoverse processes. |
| Author | Bardakcı, Ahmet Allayarova, Nilufar Madak Öztürk, Nazan Kadirov, Djavlonbek |
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| Keywords | ecosystem marketing systems the marketing ecoverse ecosystem resilience business ecosystem source-sink constraints meta-ecosystem sustainability ecosystem services artifact dispersal |
| Language | English |
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| Title | The Marketing Ecoverse: A Sustainable Confluence of Business, Social, and Natural Ecosystems |
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