Frontpage  About  admin@impgroup.org
Paper info: Will IMP Save The World? Reflections on the role of networks in sustainable marketing

Title


Will IMP Save The World? Reflections on the role of networks in sustainable marketing

Authors


Maurizio Catulli
University of Hertfordshire
United Kingdom
Maurizio Catulli

Place of Publication


The paper was published at the 25th IMP-conference in Marseille, France in 2009.

Download


Download paper
(109.1 kb)

Abstract


Purpose of the paper and literature addressed  This paper is a conceptual paper that builds on Ryan et al (2008) proposition that the IMP perspective supports the creation of a Sustainable Marketing framework. The author raises concerns over the suitability of a firm-centric perspective for Sustainable Marketing and the reliability of networks to deliver environmentally beneficial innovation. The paper suggests that government intervention, in the form of regulation, taxation and incentives, and contribution from "think tanks" that own the necessary knowledge are essential to guide the learning of networks towards sustainable business practices. We suggest that a special form of network, called innovation network, needs to be involved in this process of knowledge creation.Main contribution  This paper aims to extend the theoretical discourse initiated by Ryan et al (2008). It is the author's intention to further investigate how the IMP current of thought can be applied to Sustainable Marketing, and with what adaptation. This is thought to be an important contribution as it aims at informing changes in marketing theory and suggests directions for the design of a new theoretical framework for Sustainable Marketing.