TY - JOUR
T1 - Institutional Norms and the Institutionalization of Macromarketing
T2 - Historical Insights, the Long Macro View, and Service-Dominant Logic
AU - Hunt, Shelby D.
N1 - Publisher Copyright:
© The Author(s) 2020.
Copyright:
Copyright 2020 Elsevier B.V., All rights reserved.
PY - 2020/9/1
Y1 - 2020/9/1
N2 - Progress toward the institutionalization of macromarketing continues to occur. This article addresses the suggestion, implicit in Robert F. Lusch’s “Long Macro View,” that the institutional norms of macromarketing deserve scrutiny. Specifically, this article argues that insights on macromarketing’s existing and appropriate institutional norms can be found in (1) the first, truly marketing, academic journal article ever written, “Some Problems in Market Distribution,” (2) the first macromarketing conference held at the University of Colorado in 1976, (3) the “four eras” historical analysis of aggregate marketing systems by William Wilkie and Elizabeth Moore, and (4) the service- dominant-logic of Stephen Vargo and Robert F. Lusch. This article argues that these works suggest fifteen institutional norms for macromarketing scholars to consider, discuss, and evaluate.
AB - Progress toward the institutionalization of macromarketing continues to occur. This article addresses the suggestion, implicit in Robert F. Lusch’s “Long Macro View,” that the institutional norms of macromarketing deserve scrutiny. Specifically, this article argues that insights on macromarketing’s existing and appropriate institutional norms can be found in (1) the first, truly marketing, academic journal article ever written, “Some Problems in Market Distribution,” (2) the first macromarketing conference held at the University of Colorado in 1976, (3) the “four eras” historical analysis of aggregate marketing systems by William Wilkie and Elizabeth Moore, and (4) the service- dominant-logic of Stephen Vargo and Robert F. Lusch. This article argues that these works suggest fifteen institutional norms for macromarketing scholars to consider, discuss, and evaluate.
KW - institutional norms
KW - institutionalization
KW - institutions
KW - macromarketing
KW - marketing history
KW - service-dominant logic
UR - http://www.scopus.com/inward/record.url?scp=85086778056&partnerID=8YFLogxK
U2 - 10.1177/0276146720932273
DO - 10.1177/0276146720932273
M3 - Article
AN - SCOPUS:85086778056
VL - 40
SP - 286
EP - 293
JO - Journal of Macromarketing
JF - Journal of Macromarketing
SN - 0276-1467
IS - 3
ER -