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Paper info: An Interaction and Networks Approach to Sustainable Marketing: Creating a Context for Connectivity, Dialogue and Learning

Title


An Interaction and Networks Approach to Sustainable Marketing: Creating a Context for Connectivity, Dialogue and Learning

Authors


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.

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Abstract


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
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