Using neo-animism to revisit actors for Sustainable Development Goals (SDGs) in S-D logic

[Display omitted] To achieve the UN Sustainable Development Goals (SDGs), a marketing ecosystem composed only of human producers, customers/consumers, and economic stakeholders is inadequate. Instead, foundational rethinking is required. The study’s purpose is to analyze some of the constraints inhe...

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Bibliographic Details
Published in:Journal of business research Vol. 149; pp. 860 - 868
Main Authors: Helkkula, Anu, Arnould, Eric J.
Format: Journal Article
Language:English
Published: Elsevier Inc 01.10.2022
Subjects:
Nature
Neo-animism
Resource integration
Service-dominant logic (S-D logic)
Sustainable Development Goals (SDGs)
Theory of constraints (TOC)
Value cocreation
Nature
Theory of constraints (TOC)
Resource integration
Service-dominant logic (S-D logic)
Sustainable Development Goals (SDGs)
Neo-animism
Value cocreation
ISSN:0148-2963, 1873-7978
Online Access:Get full text
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Summary:[Display omitted] To achieve the UN Sustainable Development Goals (SDGs), a marketing ecosystem composed only of human producers, customers/consumers, and economic stakeholders is inadequate. Instead, foundational rethinking is required. The study’s purpose is to analyze some of the constraints inherent in dominant marketing ontologies for reaching the SDGs. One such foundational constraint in the dominant market ontology is human-centricity, ignoring relationships between humans, animals, and other members of the natural biotic community. Neo-animism rejects the culture (humans)-nature dichotomy. We present three contributions that we call ontological enablers to pursue the SDGs. These contributions bridge a neo-animist approach to resource integration and value cocreation in service-dominant (S-D) logic, which entails implications for researchers and managers. Future research avenues elaborate a relational resource integration and cocreation approach between people and diverse members of the entire biotic community.
ISSN:0148-2963
1873-7978
DOI:10.1016/j.jbusres.2022.05.031