Transformative Branding: A Dynamic Capability To Challenge The Dominant Social Paradigm

2021 ◽  
pp. 027614672110430
Author(s):  
Amanda Spry ◽  
Bernardo Figueiredo ◽  
Lauren Gurrieri ◽  
Joya A. Kemper ◽  
Jessica Vredenburg
Keyword(s):  
Dynamic Capability ◽  
Cautionary Note ◽  
Market System ◽  
Firm Level ◽  
Level Change ◽  
Political Environments ◽  
Social Logics ◽  
Market Shaping ◽  
Social Paradigm ◽  
Dominant Social Paradigm

In response to calls by macromarketing scholars, this article introduces transformative branding to demonstrate how branding—a process traditionally conceptualised at the firm level to achieve marketing management outcomes—can contribute to both market and societal systems. We define transformative branding as a dynamic capability deployed by firms as a prosocial process to facilitate stakeholder co-created brand meanings that draw on hybrid market and social logics. We contend that transformative branding encompasses two market-shaping activities, which drive macro-level change according to hybrid logics: (1) leadership i.e., building a vision for transformation and (2) collaborative coupling i.e., implementing transformation with stakeholders. Shaping the market and society in this way creates opportunities for transforming economic, regulatory, socio-cultural, and political environments, whereby transformative branding works to challenge the dominant social paradigm from within the market system. We conclude with a cautionary note about the potential of branding as a force for good.

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

2021 ◽  
pp. 027614672110496
Author(s):  
Alpaslan Kelleci
Keyword(s):  
Value Creation ◽  
Well Being ◽  
Stage Model ◽  
Marketing Concept ◽  
Different Levels ◽  
Marketing Approach ◽  
Social Paradigm ◽  
Dominant Social Paradigm

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.

Dominant Social Paradigm Measure

2001 ◽  
Author(s):  
William E. Kilbourne ◽  
Suzanne C. Beckmann ◽  
Alan Lewis ◽  
Ynte Van Dam
Keyword(s):  
Social Paradigm ◽  
Dominant Social Paradigm

Hippies, Hummer Owners, and People Like Me

2016 ◽  
Vol 37 (1) ◽  
pp. 57-71 ◽  
Author(s):  
Michelle Barnhart ◽  
Jenny Mish
Keyword(s):  
Social Values ◽  
Ethical Consumption ◽  
Social Effects ◽  
Socially Responsible ◽  
Green Consumption ◽  
Political Approach ◽  
And Behaviors ◽  
Social Paradigm ◽  
Dominant Social Paradigm

This research investigates ways American consumers utilize stereotyping to reconcile environmental and social values with the Dominant Social Paradigm (DSP). We examine stereotypes of two groups, consumers who are exceptionally concerned about environmental and social effects of their consumption and unconcerned consumers, as constructed by 22 informants who (1) have purchased products which could be considered green, humane, or socially responsible and (2) identify as “normal,” “average,” or “in-between” relative to the two groups. Adopting a socio-political approach to stereotyping, we examine informants’ conceptualizations of normal and abnormal beliefs, values, and practices and explicate four ways informants reconcile inconsistent values and norms. We contribute understanding of consumers’ DSP reproduction processes to previous work on the DSP, understanding of ways consumers use stereotyping to reconcile their values and behaviors to research on the infrequency of ethical consumption, and evidence supporting previous assertions that green consumption may be counterproductive to sustainability.

Branding as a dynamic capability

2016 ◽  
Vol 17 (2) ◽  
pp. 183-199 ◽  
Author(s):  
Roderick J. Brodie ◽  
Maureen Benson-Rea ◽  
Christopher J. Medlin
Keyword(s):  
Theoretical Framework ◽  
Social Processes ◽  
Dynamic Capability ◽  
Brand Identity ◽  
Future Research ◽  
Marketing Organization ◽  
Firm Level ◽  
The Social ◽  
Managerial Implications ◽  
Corporate Brands

A new theoretical framework is developed to scrutinize the strategic advantage for branding. The theoretical framework applies both at the firm level, for the marketing of individual brands and corporate brands, and also to branding where a marketing agent plays a facilitating role within a community or industry. The framework presents branding as a dynamic capability held by a marketing agent within a market network. Two interrelated processes are involved: (i) managing brand identity and (ii) facilitating integration with the social processes that co-create brand meanings for buyers, sellers, and other actors. The social complexity of this dynamic capability makes the brand difficult to imitate and so provides a strong strategic advantage for the marketing organization. An agenda for future research is developed and the article concludes with theoretical and managerial implications.

Relationship between the dominant social paradigm, materialism and environmental behaviours in four Asian economies

2014 ◽  
Vol 48 (3/4) ◽  
pp. 522-551 ◽  
Author(s):  
Michael Polonsky ◽  
William Kilbourne ◽  
Andrea Vocino
Keyword(s):  
Structural Equation ◽  
Environmental Concern ◽  
Mainland China ◽  
Past Research ◽  
Content Type ◽  
Cultural Foundations ◽  
Asian Economies ◽  
Environmental Behaviours ◽  
Social Paradigm ◽  
Dominant Social Paradigm

Purpose – This papers aim is to test the relationships between the Dominant Social Paradigm (DSP), materialism, environmental concern, and environmental behaviours, in four Asian economies. It examines the relationships between these constructs and identifies that the model of the relationship is applicable in regions with different cultural foundations. Design/methodology/approach – A sample of 1,174 consumers from four Asian economies with a strong Chinese background – mainland China (364), Hong Kong (260), Taiwan (289), and Singapore (261) – were recruited through an international online panel provider. Structural equation modelling was used to test the hypothesised relationships in the proposed model. Findings – The relationships within the model were all confirmed, with the exception of the link between the DSP and environmental concern, which was positive, which suggests that within these Asian economics there may be a realisation that consumption and the environment are intertwined. DSP was found to influence the dimensions of materialism and materialism negatively impacted on environmental concern. Environmental concern in turn increased direct and indirect environmental behaviours. Originality/value – This research is the first to look at the application of the Dominant Social Paradigm in Asian economies and shows that it applies in that context, although the relationships do differ to those identified in past research in Western economies. The model linking the DSP, materialism, environmental concern and environmental behaviours showed that most relationships are generalisable. However, the positive relationship between the DSP and environmental concern suggests that consumers in Asian economies appear to make a connection between consumption and its environmental impacts.

scholarly journals Complementing the Dominant Social Paradigm with Sustainability

2017 ◽  
Vol 37 (2) ◽  
pp. 143-152 ◽  
Author(s):  
Johanna F. Gollnhofer ◽  
John W. Schouten
Keyword(s):  
Food Waste ◽  
Environmental Sustainability ◽  
Underlying Mechanism ◽  
Environmental Concerns ◽  
Basic Belief ◽  
Belief Structures ◽  
Retail Food ◽  
Social Paradigm ◽  
Dominant Social Paradigm

The dominant social paradigm (DSP) defines the basic belief structures and practices of marketplace actors and is manifested in existing exchange structures. Sustainability – a so-called megatrend – challenges the DSP by questioning its underlying assumptions, resulting in tensions or conflicts for different marketplace actors. This study examines a specific case of an alternative market arrangement that bridges tensions between the DSP and environmental concerns. Ethnography in the context of retail food waste disposition reveals tensions experienced by several marketplace actors – namely consumers, retail firms and regulators – and investigates an alternative market arrangement that alleviates those tensions by connecting the actors and their practices in a creative new way. We identify complementarity as the underlying mechanism of connection and resolution. Compared to previously identified alternative market arrangements that are either oppositional or parallel to the DSP, complementarity opens another path toward greater environmental sustainability through market-level solutions.

scholarly journals Education for Sustainable Development Barriers

2020 ◽  
Vol 14 (1) ◽  
pp. 52
Author(s):  
Helen Foley
Keyword(s):  
Climate Change ◽  
Higher Education ◽  
Sustainable Development ◽  
Water Stress ◽  
Wealth Inequality ◽  
Education For Sustainable Development ◽  
Anthropogenic Climate Change ◽  
Social Paradigm ◽  
Dominant Social Paradigm

Education for Sustainable Development (ESD) is seen as fundamental in the shift to realising sustainability. Unfortunately, the integration of ESD, especially in higher education is poor. An important question therefore is, what are the barriers preventing the integration of ESD? This paper explores key barriers preventing the integration of ESD. Additionally, it is emphasised in this paper that the dominant social paradigm fundamentally shapes and reinforces ESD barriers. It is argued here that addressing ESD barriers, particularly the dominant social paradigm, is fundamental to the integration of ESD. Within the context of anthropogenic climate change, resource overuse, water stress and wealth inequality, addressing ESD barriers is now imperative.

scholarly journals Why S = z . i2?

2013 ◽  
Vol 7 (3) ◽  
pp. 313-322
Author(s):  
Veselin Vukotic
Keyword(s):  
Conceptual Framework ◽  
Future Development ◽  
Education System ◽  
Obstet Gynecol ◽  
Future Developments ◽  
Personal Approach ◽  
Social Paradigm ◽  
Dominant Social Paradigm

ABSTRACT This paper is looking for answers about the influence of the change of the dominant social paradigm on education system. What reforms of education system are needed today in order to efficiently overcome changes induced by this change of paradigm? Are there any directions we should follow in order to foresee future developments in this area? How can I explain my personal approach to the improvement of education system? How can we define conceptual framework for research in this area? What are directions for future development of education system? How to cite this article Vukotic V. Why S = z . i2? Donald School J Ultrasound Obstet Gynecol 2013;7(3):313-322.

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