Better World Marketing

Description

Chandy et al. framed better marketing for a better world, calling for research on how marketing can improve consumer, societal, and environmental welfare while creating value for firms.

Managerial Implications

Marketing can improve lives, through access, affordability, and wellbeing, and the same tools can do harm through manipulation and waste. The managerial implication is to evaluate strategy on its effects on customers and society as well as on the firm, and to look for the opportunities where doing good and doing well coincide, which are more common than cynics assume and more demanding than optimists admit.

Anchor Works

• Chandy, Rajesh K., Gita Venkataramani Johar, Christine Moorman, and John H. Roberts (2021), “Better Marketing for a Better World”, Journal of Marketing, 85 (3), 1–9.