Four-Stage Model of Value Creation for Sustainability-Oriented Marketing: En Route to Participatory Marketing
Abstract
Hitherto, the pure marketing concept has focused on creating value for firms and their customers in a manner consistent with
the Dominant Social Paradigm (DSP). Nevertheless, as the sustainability paradigm established stronger roots over the last few
decades, the marketing discipline may benefit by creating value from a broader perspective to stimulate shared prosperity
and wealth for society at large. This paper proposes a four-stage model of value creation that classifies sustainability-oriented
marketing approaches guided by different economic paradigms and different levels of involvement. This commentary provides
a framework for organizations to reframe their marketing approach. The goal is to gravitate from a firm-centric approach to
a society-centric approach to enhance societal well-being.
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