This approach requires extending the focus of scholarly marketing research to include themes that are traditionally not considered to be marketing, as well as articulating social benefits alongside economic ones. This is achieved through establishing world class infrastructure and supply chains, and appropriately harnessing innovation and entrepreneurship. The existing tension is often a simple one: How might we best develop and share proven methods or tools to embed them in practice, and in such a way that this effort is also recognized as a valuable scholarly activity? The Respectful principle assumes co-creation. They tend to foster a philosophy of allocation extravagance with program pickiness in marketing investments. The results are usually as instructive as they are shocking. Few executives, however, have any idea of profitability by segment, to name one element. Whiteside, S. (2021), Mars makes the case of more responsible marketing, WARC paper accessed on June 7. Cash flow needs eventually seduced the company into deciding on indirect foreign distribution, with a different partner and arrangement in each country. Journal articles are an important means of mobilizing knowledge in academia and for other users of research who are able to access such sources. Since then, it has been an imperative for organizations to reimagine their marketing strategy with an eye towards global impact. They customize their informal organization to facilitate good execution. This is, perhaps, particularly the case in complex services, which are often characterized by complex power, knowledge, and experiential asymmetries (Keeling et al., 2021). And, there are cases on marketing policy directives, the formal or informal policies by which management attempts to direct all marketings execution. Engaging non-academic partners as co-creators means being respectful of their lived experiences and how it shapes their active creator roles, as well as rebalancing power structures to allow multiple voices to be heard. Marketing theme is a fuzzy but significant term that refers to managements shared understanding of marketings purpose.

As the exhibit indicates, when both strategy and implementation are on target, the company has done all it can to ensure success. The critical question is whether these intangibles of identity, or who we are, and direction, or what we are about, exist as powerful though unquantifiable forces that impose themselves on an observer in the same way they permeate the company. Because it is hard to predict the result of inappropriate strategy coupled with good execution, I label this cell rescue or ruin.. The past decade has witnessed an expansion of concepts and empirical evidence regarding the challenges of environmental sustainability, social responsibility, (mental) health and social care, wealth disparities and poverty, nationalism and its impact on global trade, identity loss, and a wide array of unintended consequences of digitization (Hensen et al., 2016). We assessed authors influence by examining the total number of articles published and citations accumulated by each author. In making what it thought was a sound pricing move for its line of graphics computers, however, management failed to take into account how pricing got implemented. Therefore, when unsure of the causes of poor marketing performance, managers should look to marketing practices before making strategic adjustments. Marketing theme and marketing culture are two terms I use to capture the powerful but often unspoken feeling of common purpose that the best implementers have and others do not. For example, how a store manager values collective welfare (e.g., environmental responsibility) can inspire sales associates to engage in selling green products while managing their sales targets, or can shape how novel product attributes, such as recyclability, biodegradability, and ethical sourcing, can best be promoted. Bibliometric visualization of the literature according to the Responsible, Resilient, and Respectful principles, Responsible, Respectful, and Resilient principles literature clusters, Notes: In the wake of corporate scandals and malpractices, how can genuine CSR strategies be crafted to rebuild or repair brand reputations and have measurable impact on affected stakeholders? The Responsible principle requires giving voice to all marketing stakeholders for a shared vision of what constitutes a well-balanced and sustainable offering. Societal relevance directly asks: What societal challenge does this research contribute to? Societal robustness demands not only value for money, but also, more fundamentally, research accessibility and usefulness. Others are much less effective as leaders, being immersed in complex conceptualizing or unwilling to leave their leather chairs for the marketplace; they are inspirational only as models of what their juniors hope not to become. There are multiple emerging co-creation processes across disciplines and sectors. What benefits accrue to the firm for the elimination of bias? The structural one includes the companys marketing functions, like pricing and selling, as well as any program based on these functions, any control systems, and policy directives. But at other times, good execution of bad strategy acts as the engine on a plane in a nosediveit hastens the crash. Equality, diversity, and social inclusion underpin this principle to ensure that vulnerable, disadvantaged, and previously marginalized communities are empowered to make their own meaningful contributions in marketplaces. How can systematic bias be removed from technological applications in the marketplace?

If functions are the blocking and tackling of execution, marketing programs are the playbook showing how customers will be courted and the competition confounded.

The best companies have a facility for handling one or two marketing functions and are competent in the remainder. Good implementers struggle and wrestle with their markets and businesses until they can simply and powerfully express the back-of-the-envelope ratios necessary to run the business, regardless of formal control system inadequacies. Do we want to stay with smaller, upscale retailers or seek market expansion through large discount chains? This is by no means a new challenge, but the conversation about impact potentially changes the perspective of said challenge. Consumer reactions to corporate social responsibility, The sustainability liability: Potential negative effects of ethicality on product preference, Corporate hypocrisy: Overcoming the threat of inconsistent corporate social responsibility perceptions, Corporate social responsibility: Attributions, loyalty, and the mediating role of trust, Innovating for sustainability: A framework for sustainable innovations and a model of sustainable innovations orientation, Mindful consumption: A customer-centric approach to sustainability, Corporate environmentalism: Antecedents and influence of industry type, Branding in a hyperconnected world: Refocusing theories and rethinking boundaries, Washing away your sins? Frito-Lay is an example of a company that has refined two functional skillsselling and distributionto such heights that they serve as the companys marketing basis. Informed by past JAMS editorials, four authors debated and selected keywords relevant to the three principles.1 We used this curated set of keywords to identify and select articles published in the six leading marketing journals listed in the FT 50 journal ranking.2 An initial search and article extraction performed on Scopus (www.scopus.com) resulted in a sample of 536 articles. Here is a case where poor execution stifles good strategy. Yet when it comes to implementing those strategies, the literature is silent and the self-help books ring hollow. The current assessment of output impact based on output levels (typically published journal articles) and using mainly numerical indicators is being challenged (e.g., through institutions committing to the San Francisco Declaration on Research Assessment). That is, these managers reconstruct the organization to suit the marketing job that needs to be done. Will marketers effectively turn drawing-board strategy into marketplace reality? The concept here is that outputs and outcomes are not delivered to users, but rather co-created with stakeholders in society. It has become fashionable in corporations to blame shortcomings in practice on culture. As depicted in Fig. 13). The first production peak is in 1997 with nine articles that broadly examine pro-environmental and pro-social marketing strategies, as well as the impact of these strategies on consumers perceptions of firms. With respect to research impact, marketing, as an applied discipline, has consistently examined the fitness of research as defined by its relevance and robustness in todays dynamic environment. Companies and communities want to work with academics, but the outcomes they value are not always easily aligned with the outputs valued by academia. Keeling DI, Keeling K, de Ruyter K, Laing A. Sales managers often weed out their call reports to fit their preconceptions. National Library of Medicine This is so because when a strong sense of marketing identity and direction are absent, programs tend to go off in all directions. When all is said and done, quality in marketing practice is not a guarantee of good marketplace results. The question is answerable. Top management encouraged this commodity-oriented culture by setting budgets with high fixed costs and maintaining a measurement system designed to track the selling price of each unit of raw material rather than of the pipe itself. But what happens once a particular strategy is agreed to? Plant managers were paid on the basis of pipe produced per minute. and transmitted securely. There is a growing, rich conversation involving notions of responsibility within marketing in the current scholarship base. Examples of future marketing research questions at the intersection of stewardship principles and United Nations Sustainable Development Goals (UN SDGs), Industry, innovation, and infrastructure (9), Responsible production and consumption (12), Peace, justice, and strong institutions (16), Responsible consumption and production (12). Consequently, long-term supply chain strategies are being redefined to acknowledge climate change and human rights issues in strategy formulation and execution. We named these clusters to reflect the substantive focus of the scholarly contributions included therein, and then grouped them according to the principles (Table (Table11). The best implementers continually appeal to the customers, including the trade or distributors, in several unusual ways. We conclude by reflecting on the opportunities for academic practice in marketing with respect to meeting the grand challenges that the world faces. Some cases illustrate low-level functional marketing problems, such as how Hertz can retreat from its no mileage, ever pricing scheme, should that become appropriate. In one company, some executives perceived themselves as heading a commodity vendor with the only hope for the future being blue-sky R&D projects. When backlogs were low, the sales force beat the bushes for jobs no matter how marginal, the estimators (who control pricing in construction companies) shaved the margins, and everyone from the CEO on down got nervous. Typically, the pricing, advertising, promotion, and distribution functions are satisfactory, but no one function is outstanding. In one case, division management in an equipment rental company chose to report to headquarters that its new pricing scheme would increase unit revenues by 11% and margins by 13%. We see marketing as a discipline that is well-positioned to take the lead in developing and fostering diverse multi-disciplinary groups to bring about this shift. Finally, those specializing in relevant enterprise are driving practical changes in marketing strategy through the commercialization of academic research into valuable products to society. Current societal expectations set within the broader context of the UN SDGs, recognition of the individual value of research endeavors (San Francisco Declaration on Research Assessment, DORA, https://sfdora.org/), and the move towards wide-scale Open Access of research, mean that the position, nature, and value of academic research in society is being reexamined. This article is made available via the PMC Open Access Subset for unrestricted research re-use and secondary analysis in any form or by any means with acknowledgement of the original source. By policies I do not mean only verbal or written statements; indeed, some of the policies most central to good marketing practice are unspoken. How can marketing strategy help inform other business disciplines about respectful treatment of stakeholders (e.g., privacy or customer surveillance, unconscious biases, belief systems)? Gillettes Personal Care Division makes a science of advertising. Accessibility What biases exist in customer-facing technology that could reduce customer satisfaction and wellbeing? Identity problems are the most common policy difficulties and, paradoxically, occur more often in mature than in young business units.

Yet, managers best at execution take special care to see that the end-users also profit in terms of true value for the money they spend. Like mechanics, managers need a catalog of the traps in marketing practice. The vice president rightly worried that simply declaring a high price on the new pipe by fiat or even constructing a marketing program for the innovation would be ineffective in combating the entrenched and commodity-focused way of doing business. Using the UN SDGs, it is possible to identify situations in which stakeholder groups have not had this opportunity, especially groups who are perceived as more vulnerable. A little more action, please. Those specializing in knowledge exchange are innovating how knowledge about developing marketing strategy is mobilized in multiple formats to reach wider and more diverse user groups. Management also inexplicably set sales incentive compensation on the new machines lower than on older ones. One heavy manufacturing company was continually frustrated because it came out late with new products in an industry in which spare parts inventories and operator loyalties give the first-in vendor a significant advantage. The We offer Table Table2,2, which identifies example research questions that connect each of the stewardship principles to the UN SDGs, as an initial template in framing research impact for marketing strategy moving forward. Academic relevance (in how contributions and implications are framed) and robustness (in how methodological approaches are framed) are familiar building blocks in the literature. These are the kinds of questionsones of strategythat marketers agonize over. By contrast, the sales manager of a company about a hundredth that size generated hand-truckfuls of computer printouts monthly in his monitoring zeal, then let them age like cheese. The full endorsement of fewer, sounder marketing programs seems to give these officers the critical mass they need to make the programs work in good times and bad and limits the risk to the company. For example, the Responsible Research in Business and Management network encourages research that aligns with this principle (www.rrbm.network). Marketing, with its keen understanding of stakeholder perspectives, can empower groups of stakeholders to move away from normalized or entrenched expert knowledge and solutions. Management was stumped. The managers consistently functioned according to their different understandings, and the result was a confused and ineffective marketing efforta sales force that thought headquarters gave it contradictory signals, a divisive trade, and unhappy customers. For example, impactful outcomes due to changes in the marketing strategies that promote electric vehicle adoption will bring a corresponding positive change in the quality of life of consumers by improving air quality.

An official website of the United States government.

Conversely, in the future, non-academic co-creators can also train academics in this manner. It is undeniably true, however, that some top marketing managers are top-notch leaders and others are not. Do we want to stay with smaller, upscale retailers or seek market expansion through large discount chains? Exhibit Marketing strategy and implementation problem diagnosis. How can such change be effectively measured and communicated to consumers and other stakeholders? GUID:9A7FA3BC-C284-46D0-9AB2-4F1232B2D177.

These permissions are granted for the duration of the World Health Organization (WHO) declaration of COVID-19 as a global pandemic. The companies less competent at implementation never form a partnership with these two key marketing constituencies or, worse, lose a focus they once had. Here, the focus is on ensuring and enculturating operational effectiveness and sustainability. Such bunny marketing results in diffusion of effort and random results. First, if individuals are to assume responsibility to support the greater good, they do so based on the development of an ideological and relational commitment. In short, despite the extensive conversations regarding corporate responsibility issues, further research needs to focus on how marketing approaches the CSR agenda to encourage even more sustainable behaviors that appeal to a wider range of stakeholders. Instead, managers either are treated to incomprehensible, foot-thick printouts of unaggregated data or else are told in response to their requests that accounting wont give it to us that way. The inevitable result is a kind of bell-jar environment in which it is impossible to make sound decisions. Theme and culture transmit the companys identity policies. official website and that any information you provide is encrypted In short, the businesss national account program ran counter to what the company was set up to do in marketing. Mars (a manufacturer of confectionery, pet food, and other food products) revised its advertising code based on the principle of respect, pledging to facilitate casting that reflects the true diversity of the consumer base that we sell to, as determined by gender, race, sexuality, age, ability, class and to portray people as empowered actors and full personalities, rather than using stereotypes (Whiteside, 2021). The Respectful principle is represented by Clusters F and G. Cluster Fs (Ethical consumption) research concentrates on ethical consumer choices in the context of environmental sustainability, cause-related initiatives, stakeholder collaborations, and other ethical initiatives. Julie Irwin (McCombs School, University of Texas) is the most prolific author in our sample with a total of seven articles, whereas CB Bhattacharya (Katz Graduate School of Business, University of Pittsburg) leads the citations ranking with 5012 total citations across five publications. Marketing culture is a broader notion than theme.

The general manager of a company with 38 plants and 300,000 customers, for instance, ran everything he considered crucial according to notations on two three-by-five-inch index cards. Problems with marketing functions generally outnumber problems at the marketing program, systems, and policy levels. This principle can be advanced by being approached in a manner that is mutually beneficial to other long-term organizational goals, especially when these offerings challenge conventional thinking or center on short-term benefits. The Exhibit shows how marketing strategy and implementation affect each other. Nature Public Health Emergency Collection, https://www.nihr.ac.uk/documents/co-production-in-action-number-three/26382, https://www.warc.com/content/paywall/article/event-reports/mars-makes-the-case-for-responsible-marketing/127027, How to SHIFT consumer behaviors to be more sustainable: A literature review and guiding framework, Seeing the world through green-tinted glasses: Green consumption values and responses to environmentally-friendly products, The green-feminine stereotype and its effect on sustainable consumption, The company and the product: Corporate associations and consumer product responses, Corporate social responsibility, customer orientation, and the job performance of frontline employees, Does doing good always lead to doing better? 1Our selection of keywords included: societal, corporate social responsibility, social responsibility, CSR, sustainability, sustainable, ethics, ethical, cause-related, environmental, stewardship, vulnerable, disenfranchise, equality, diversity, inclusivity, morality, empowerment. The results of teaching the course for three years indicate that effective execution in marketing can be taught. Rarer still are good numbers on profitability by product, and only once have I seen a system that allowed profitability to be computed by individual account. The marketing functions in this industrially and generically oriented company were unable to supply the retail blocking and tackling that headquarters simply assumed would be there to implement its well-conceived program. Inside, there is a regular parade of peers over which the marketer has no power to impose preferences; instead he has to strike horse trades. Marketing systems include the formal organization, monitoring, budgeting, and other overlays that foster or inhibit good marketing practice. For instance, the Association to Advance Collegiate Schools of Business (AACSB, www.aacsb.edu/) has expanded its accreditation standards to include engagement and social impact, a change which is directly tied to the UN SDGs.

This collaborative approach during the various stages of research design and execution can, and does, bring about meaningful change.