Better Marketing for a Better World

Introduction

The JM Special Issue Editors will launch the BMBW initiative - and the Special Issue - with a webinar, 12 May 2021

INTEREST CATEGORY: MARKETING AND SOCIETY
POSTING TYPE: Events

Author: Christine Moorman

Journal of Marketing Special Issue: “Better Marketing for a Better World”

Edited by Rajesh K. Chandy, Gita V. Johar, Christine Moorman, and John H. Roberts


The Special Issue editors make the case that it is time for research focused on Better Marketing for a Better World to be more central to the field. BMBW research examines the impact of marketing beyond the firm’s bottom line with the goal of enhancing the welfare of the world’s other stakeholders and institutions. The editors suggest that too often, researchers’ assumptions about BMBW research act as barriers that prevent them from pursuing BMBW research. Given this background, the editors offer recommendations on how these barriers can be overcome individually and institutionally. They invite scholars to make BMBW research central to their research agenda and offer three initiatives to create an active BMBW research community. Read the entire issue.

Sustainability and Climate Concerns

  • Wanqing Zhang, Pradeep Chintagunta, and Manohar Kalwani, “”
  • Jennifer Sun, Silvia Bellezza, and Neeru Paharia, “”
  • Claudia Gonzalez-Arcos, Alison M. Joubert, Daiane Scaraboto, Rodrigo Guesalaga, and Jörgen Sandberg, “”
  • Siddhanth (Sid) Mookerjee, Yann Cornil, and JoAndrea Hoegg, “”

Economic and Social Empowerment

  • Stephen Anderson, Pradeep Chintagunta, Frank Germann, and Naufel Vilcassim, “”
  • Emily Garbinsky, Nicole Mead, and Daniel Gregg, “”
  • Madhu Viswanathan, Nita Umashankar, Arun Sreekumar, and Ashley Goreczny, “”

Health and Well-Being

  • Johannes Habel, Sascha Alavi, and Kim Linsenmayer, “”
  • Yanwen Wang, Michael Lewis, and Vishal Singh, “”
  • Nicole Robitaille, Nina Mazar, Claire I. Tsai, Avery M. Haviv, and Elizabeth Hardy, “”
  • Andrea Weihrauch and Szu-Chi Huang, “”

Pro-social Giving

  • Jacqueline Rifkin, Katherine Du, and Jonah Berger, “”
  • Sungjin Kim, Sachin Gupta, and Clarence Lee “”
  • Kuangjie Zhang, Fengyan Cai, and Zhengyu Shi, “”

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May 12, 2021 BMBW Initiative and Special Issue Launch: Journal of Marketing Webinar, 12PM Eastern

The BMBW Special Issue Editors will launch the BMBW initiative—and the Special Issue—with a webinar launching on May 12 at 12:00 PM Eastern. Register with this link. This webinar will address the many challenges we face as a field in developing new BMBW knowledge and the many opportunities we have to overcome them. Join the Special Issue Editors Rajesh Chandy, Gita Johar, Christine Moorman, and John Roberts for a discussion and debate about how to approach these challenges, and about how to harness these opportunities to contribute to a better world. Scholars, students, and practitioners are all invited to participate.

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