We are in an era of massive disruptions in markets, media, management approaches and business models. These disruptions are being caused by rapid technological changes on the one hand and tectonic shifts in customer preferences and societal behaviour on the other. Marketing knowledge and practices have to advance at a significantly higher pace to address the changing context of market behaviour. Handbook of Advances in Marketing in an Era of Disruptions is meant to share ideas and new knowledge that are relevant to this world of disruptions. Leading scholars from around the world, who have keenly observed the changing market environment, business policies, parameters, theories, methods and practices, have put forth their theses on how marketing thinking needs to evolve to keep pace with the market reality.
Chapter 39: The Next Frontier in Marketing: Self-sustaining Marketing, Society and Capitalism through Collaborative Yet Disruptive Partnerships
The world of business is changing fast along with the discipline of marketing yet marketing's pivotal role for creating a better world remains. The author argues for an entrepreneurial yet mindful approach to marketing for the way forward, and identifies tri-sector collaborations (public, private and government) as a primary source for impactful innovations that enhance societal welfare. The case of Coinstar is introduced as an example. The author then points out that the merits of capitalism have been brought into question, and observes the negative trend regarding the number of ...