Show simple item record

dc.contributor.authorDuffy, Sarah
dc.contributor.authorLayton, Roger
dc.contributor.authorDwyer, Larry
dc.date.accessioned2017-11-06T01:16:59Z
dc.date.available2017-11-06T01:16:59Z
dc.date.issued2017
dc.identifier.issn0276-1467
dc.identifier.doi10.1177/0276146717710703
dc.identifier.urihttp://hdl.handle.net/10072/351656
dc.description.abstractHow we use, or do not use our natural resources is a question that has been debated for millennia. Still an answer remains out of reach. It is a complex issue that often involves a social dilemma known as “the tragedy of the commons”. Many common pool resources, from fish stocks, to forests, to natural tourism destinations have an associated marketing system that may place pressure on the resource. If poorly managed, the resources sustainable future is questionable. This paper explains how commons and strategic action field theory can enhance a macromarketing analysis of marketing systems that involve a common pool resource (CPR) pointing to potential responses and solutions. The unique challenges faced are discussed, particularly in the interdependent areas of: property rights, power and equitable distribution. The findings from an empirical application confirm that CPRs destabilise a marketing system. Solutions may be found in the way the issue is negotiated, how the rules are structured and the perspective from which the issue is considered.
dc.description.peerreviewedYes
dc.languageEnglish
dc.language.isoeng
dc.publisherSage Publications
dc.relation.ispartofpagefrom268
dc.relation.ispartofpageto285
dc.relation.ispartofissue3
dc.relation.ispartofjournalJournal of Macromarketing
dc.relation.ispartofvolume37
dc.subject.fieldofresearchMarketing not elsewhere classified
dc.subject.fieldofresearchOther Education
dc.subject.fieldofresearchMarketing
dc.subject.fieldofresearchHistorical Studies
dc.subject.fieldofresearchcode150599
dc.subject.fieldofresearchcode1399
dc.subject.fieldofresearchcode1505
dc.subject.fieldofresearchcode2103
dc.titleWhen the Commons call "Enough", Does Marketing Have an Answer?
dc.typeJournal article
dc.type.descriptionC1 - Articles
dc.type.codeC - Journal Articles
gro.hasfulltextNo Full Text
gro.griffith.authorDwyer, Larry


Files in this item

FilesSizeFormatView

There are no files associated with this item.

This item appears in the following Collection(s)

  • Journal articles
    Contains articles published by Griffith authors in scholarly journals.

Show simple item record