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“We could be heroes”: Reflections on reimagining marketing strategies for a better world

Author

Listed:
  • Kirk Plangger

    (King’s College London)

  • Matteo Montecchi

    (King’s College London)

  • Ko Ruyter

    (King’s College London)

  • Debbie I. Keeling

    (University of Sussex)

  • Maura L. Scott

    (Arizona State University)

  • Darren W. Dahl

    (University of British Columbia)

Abstract

No abstract is available for this item.

Suggested Citation

  • Kirk Plangger & Matteo Montecchi & Ko Ruyter & Debbie I. Keeling & Maura L. Scott & Darren W. Dahl, 2025. "“We could be heroes”: Reflections on reimagining marketing strategies for a better world," Journal of the Academy of Marketing Science, Springer, vol. 53(2), pages 301-309, March.
    • Handle: RePEc:spr:joamsc:v:53:y:2025:i:2:d:10.1007_s11747-025-01099-0
    DOI: 10.1007/s11747-025-01099-0
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    References listed on IDEAS

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    1. Louise May Hassan & Miriam McGowan & Edward Shiu, 2025. "They’re not my people: When inclusive marketing backfires," Journal of the Academy of Marketing Science, Springer, vol. 53(2), pages 563-587, March.
    2. Aleksandrina Atanasova & Giana M. Eckhardt & Mikko Laamanen, 2025. "Platform cooperatives in the sharing economy: How market challengers bring change from the margins," Journal of the Academy of Marketing Science, Springer, vol. 53(2), pages 419-438, March.
    3. D. Matthew Godfrey & Linda L. Price, 2025. "How an ethos of repair shapes material sustainability in services," Journal of the Academy of Marketing Science, Springer, vol. 53(2), pages 439-462, March.
    4. Sumin Kim & Hongwei He & Anders Gustafsson, 2025. "The impact of corporate social irresponsibility on prosocial consumer behavior," Journal of the Academy of Marketing Science, Springer, vol. 53(2), pages 394-418, March.
    5. Martin Mende & Abhishek Borah & Maura L Scott & Lisa E Bolton & Leonard Lee, 2024. "People, Peace, Prosperity, and the Planet: A Journey toward Sustainable Development in Consumer Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 51(1), pages 91-103.
    6. Christopher P. Blocker & Joseph P. Cannon & Jonathan Z. Zhang, 2025. "Purpose orientation: An emerging theory transforming business for a better world," Journal of the Academy of Marketing Science, Springer, vol. 53(2), pages 367-393, March.
    7. Michael Haenlein & Mary Jo Bitner & Ajay K. Kohli & Katherine N. Lemon & David J. Reibstein, 2022. "Guest Editorial: Responsible Research in Marketing," Journal of the Academy of Marketing Science, Springer, vol. 50(1), pages 8-12, January.
    8. Yerong Zhang & Iina Ikonen & Jiska Eelen & Francesca Sotgiu, 2025. "One size does not fit all: Optimizing size-inclusive model photography mitigates fit risk in online fashion retailing," Journal of the Academy of Marketing Science, Springer, vol. 53(2), pages 643-672, March.
    9. Conor M. Henderson & Marc Mazodier & Jamel Khenfer, 2025. "The positive effects of integrated advertising, featuring diverse ensembles, on societal identification and mainstream brand value," Journal of the Academy of Marketing Science, Springer, vol. 53(2), pages 617-642, March.
    10. Ko Ruyter & Debbie Isobel Keeling & Kirk Plangger & Matteo Montecchi & Maura L. Scott & Darren W. Dahl, 2022. "Reimagining marketing strategy: driving the debate on grand challenges," Journal of the Academy of Marketing Science, Springer, vol. 50(1), pages 13-21, January.
    11. Manuel Reppmann & Stephan Harms & Laura Marie Edinger-Schons & Johann Nils Foege, 2025. "Activating the sustainable consumer:The role of customer involvement in corporate sustainability," Journal of the Academy of Marketing Science, Springer, vol. 53(2), pages 310-340, March.
    12. Jenny Doorn & Hans Risselada & Stephanie M. Rizio & Mengfei Ye, 2025. "(Un)intended spillovers of green government policies: The case of plastic regulations," Journal of the Academy of Marketing Science, Springer, vol. 53(2), pages 490-512, March.
    13. Colin Campbell & Sean Sands & Brent McFerran & Alexis Mavrommatis, 2025. "Diversity representation in advertising," Journal of the Academy of Marketing Science, Springer, vol. 53(2), pages 588-616, March.
    14. Ilana Shanks & Maura L. Scott & Martin Mende & Jenny Doorn & Dhruv Grewal, 2025. "Cobotic service teams and power dynamics: Understanding and mitigating unintended consequences of human-robot collaboration in healthcare services," Journal of the Academy of Marketing Science, Springer, vol. 53(2), pages 463-489, March.
    15. Samantha N. N. Cross & Akon E. Ekpo, 2025. "When marketplaces fail: How market challenged consumers navigate the marketplace," Journal of the Academy of Marketing Science, Springer, vol. 53(2), pages 513-532, March.
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