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Organization Theory as Applied to the Big Problems of the Marketing and Sustainability Industry

Organization Theory as Applied to the Big Problems of the Marketing and Sustainability Industry

Gonzalo R. Llanos-Herrera (Universidad Finis Terrae, Chile) and Nelson A. Andrade-Valbuena (Universidad Católica de la Santísima Concepción, Chile)
Copyright: © 2022 |Pages: 17
DOI: 10.4018/978-1-7998-9301-1.ch011
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Abstract

This work has been prepared as a reflection on the current business context and the demands of both the corporate and social environments. The subject of the analysis is the practitioner's viewpoint arising from the statement of the ‘seven big problems of the marketing industry' as unveiled by the American Marketing Association (AMA), to which the authors add a fundamental theme for today's world: sustainability. Subsequently, a set of classical management theories are used as an analysis formula. After contrasting them, the main aspects are set forth for each theory that to an extent contribute to the generation or aggravation of the problems. Finally, they attention to the importance of being aware of the problems and their origins but, more than that, of the commitment required by a strategy that allows for sustainable development over time.
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Background

The Problems of the Marketing Industry

In February 2016, the American Marketing Association (AMA) released its first “Intellectual Agenda” that was intended to be a source of guidance and inspiration for companies and academics in the marketing area. The challenge was to discuss the topics of greatest interest and that required greater attention to continue with the development of the discipline, considering the changes in the environment. The work of Jaworski, Malcolm & Morgan (2016), where the authors present a content strategy for the institution, was featured in this launch.

Certain comments and reviews on the marketing industry issues outlined by Jaworski et al. (2016) are set forth below. See Table 1.

Table 1.
Marketing problems*
1Effectively targeting high-value sources of growth.
2The role of marketing in the firm and in the executive suite.
3The digital transformation of the modern corporation.
4Generating and using insight to shape marketing practice.
5Dealing with the omni-channel world.
6Competing in dynamic, global markets.
7Balancing incremental and radical innovation.
8Sustainability as a key element of the strategy.

* Elements 1-7 proposed by Jaworski et al. (2016); item 8 added by the authors.

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