Paper info: An Interaction and Networks Approach to Sustainable Marketing: Creating a Context for Connectivity, Dialogue and Learning
An Interaction and Networks Approach to Sustainable Marketing: Creating a Context for Connectivity, Dialogue and Learning
Annmarie Ryan, Ingrid Kajzer-Mitchell and Sofia Daskou
Place of Publication
The paper was published at the 24th IMP-conference in Uppsala, Sweden in 2008.
In this paper we present an interactions and networks approach to sustainable marketing which incorporates interorganisational dyad, network and system levels of analysis. The proposed framework is a starting point to situate, and theorize sustainable marketing in a holistic context. By capturing the relationships between the system, business networks and the interorganisational dyad we proposed the systematization of dialogue as a method for generating relationship knowledge that communicates the value of sustainability. We propose that developing learning relationships with key stakeholders is a central mechanism to bringing about change. In building our arguments we build on lessons learned from the IMP perspectives on networks and living systems theory