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Call for Papers

Journal of Macromarketing

Special Issue on Macromarketing in the African Context: Past, Present, and the Future

Overview

The Journal of Macromarketing invites original papers for a special issue of the journal on Macromarketing issues in the African context. Macromarketing issues deal with the interplay of marketing and society (Arndt, 1987; Bartels and Jenkins, 1977; Dixon, 1979; Fisk, 1990; Sheth, Gardner and Garrett, 1988). Macromarketing is about building bridges between marketing and society to achieve social goals (Sheth, 1992) based on the beliefs that firms can do good by serving the poor and still make a profit (Kotler, Roberto, Leisner, 2006).

Relative to micromarketing (i.e. managerial marketing theory and practice), macromarketing issues in emerging market economies have received less attention among marketing scholars, despite recent interests in developing and testing marketing perspectives in emerging market context (Steenkamp and Burgess, 1999; Sheth, 2011). However, macromarketing issues in developing economies have long been a major source of debate among scholars since the early post-colonial era, where governments undertook the critical macromarketing role of building bridges between marketing systems and society. Scholars debated various conceptions, roles, and policy issues in various African economies with a focus on economic development (e.g., Dadzie et al., 1989; Goetke, 1987; Moyer and Hollander, 1968). However, as emerging African countries pursue free-market systems, the role of Macromarketing in African societies today and in the future has become even more complex and yet critical. The transition from state-led to market-led economies offers marketing scholars opportunities to rethink the traditional role of macromarketing in the unique African context.

Authors may consider any of the following topics typically published by the journal :

• How markets and marketing systems operate.
• Classical and non-traditional examinations of the role of marketing in socio-economic development.
• The origins, growth, and development of marketing and marketing thought.
• The marketing of products, services, or programs to enhance the quality of life for consumers, household, communities, countries, and regions.
• Explanatory theory, empirical studies, or methodological treatment of test for topics of greatest interest to Macromarketing scholars, such as 1) history, 2) globalization, 3) the natural environment, 4) marketing systems, 5) ethics, and 6) quality of life.

Authors are encouraged to address any of the critical issues within the African Context as recently identified in the African Development Report (2015) by the African Development Bank Group:

• Sustainable development and self-reliance
• Leveraging demographic changes, globalization, new technologies and environmental changes to enhance the role of business in development
• Poverty alleviation/Sharing wealth
• Investing in Africa’s unique green revolution
• Taking the wealth out of the plunder
• Closing the twin deficit in infrastructure and inclusive finance

Additional topics within the African context include:

• African entrepreneurship
• Market development
• Sustainability of inclusive growth programs
• Transformation of commodity supply chains
• Poverty alleviation programs
• The sharing economy
• Generating scale in marketing systems

We encourage papers with junior faculty members. Manuscript will undergo a double blind review by Macromarketing scholars. Manuscript must be received no later than January 15th, 2019. Authors will be notified of the review outcome by March 2019 and final manuscripts will be due by March 2020. Tentative publication date is September 30th, 2020.

Please address inquiries and expression of interest to: Kofi Q. Dadzie, (kdadzie@gsu.edu) at Georgia State University, or Jagdish Sheth (jagsheth61@gmail.com), Emory University.

Manuscript guidelines are available

¹Journal of Macromarketing authors guide

Bibliography

African Development Bank Group (2016), Growth, Poverty, and Inequality Nexus: Overcoming Barriers to Sustainable Development, African Development Report 2015: (last accessed, September 12, 2017).

Arndt, J. (1981), “The Political Economy of Marketing Systems: Revisiting the Institutional Approach,” Journal of Macromarketing 1, (Fall), and pp. 36-47.

Berg, E. J. (1968), “Socialist Ideology and Marketing Policy in Africa.” In R. Moyer and S. Hollander (Editors), Markets and Marketing in Developing Economies, pp. 24-47. Ricard D. Irwin, Inc. Homewood, Illinois, USA.

Bartels, R. and Jenkins, R. (1977), “Macromarketing,” Journal of Macromarketing (1) October), pp. 17-20.

Burgess, S.M. & Steenkamp, J.B.E.M. (2006), “Marketing Renaissance: How Research in Emerging Markets Advances Marketing Research and Practice,” International Journal of Research in Marketing, 23 (4), pp. 337-356.

Dixon, D.F. (1979), “The Origins of Macromarketing Thought.” In G. Fisk & R.W. Nason (Editors), Macromarketing: New Steps on the Learning Curve,” (pp. 9-28), Boulder Co. Boulder, Co. Business Research Division, University of Colorado.

Dadzie, K. Q., Akaah, I. P., and Dunson, B., (1989), “Promoting the Bank Savings Habit in Ghana: A Success in Marketing Technology Transfer,” Journal of Macromarketing, 9(1) pp. 16-23.

Goetke, P. E. (1987), “State Economic Development: The Orientation is Macro but the Strategy is Micro,” Journal of Macromarketing, 7 (Spring) pp. 8-21.

Kotler, P., Roberto, N., & Leisner, T. (2006), “Alleviating Poverty: A Macro/Micromarketing Perspective,” Journal of Macromarketing, 26(2), pp. 233-239.

Moyer, R. & Hollander, S. C. (1968) , Markets and Marketing in Developing Countries, (Editors), Ricard D. Irwin, Inc. Homewood, Illinois.

Nason, R.W. (1988), “The Scope of Macromarketing Revisited,” Journal of Macromarketing, 8 (Spring), pp. 2-3.

Sheth, J. N. (1992), “Toward A Theory of Macromarketing,” RCSA/CJAS, 9(2), pp. 154-161.

Sheth, J. N. & Gardner D. & Garrett, D. (1988), Macromarketing Theory: Evolution and Evaluation. New York: Wiley.

Sheth, J. N. (2011), “Impact of Emerging Markets on Marketing: Rethinking Existing Perspectives and Practices,” Journal of Marketing, July, Vol. 75, pp. 166 -182.

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