Four-Stage Model of Value Creation for Sustainability-Oriented Marketing: En Route to Participatory Marketing

Kelleci A.

Journal of Macromarketing, vol.42, no.1, pp.5-11, 2022 (SSCI, Scopus) identifier

  • Publication Type: Article / Article
  • Volume: 42 Issue: 1
  • Publication Date: 2022
  • Doi Number: 10.1177/02761467211049668
  • Journal Name: Journal of Macromarketing
  • Journal Indexes: Social Sciences Citation Index (SSCI), Scopus, ABI/INFORM, Business Source Elite, Business Source Premier, Communication & Mass Media Index, Communication Abstracts, Food Science & Technology Abstracts
  • Page Numbers: pp.5-11
  • Keywords: access-based marketing, functional marketing, participatory marketing, second-hand marketing, Sustainability marketing
  • Istanbul Gelisim University Affiliated: Yes

Abstract

© The Author(s) 2021.Hitherto, the pure marketing concept has focused on creating value for firms and their customers in a manner consistent with the Dominant Social Paradigm (DSP). Nevertheless, as the sustainability paradigm established stronger roots over the last few decades, the marketing discipline may benefit by creating value from a broader perspective to stimulate shared prosperity and wealth for society at large. This paper proposes a four-stage model of value creation that classifies sustainability-oriented marketing approaches guided by different economic paradigms and different levels of involvement. This commentary provides a framework for organizations to reframe their marketing approach. The goal is to gravitate from a firm-centric approach to a society-centric approach to enhance societal well-being.