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Social marketers set out to undertake interventions that benefit society. However, at times, there can be inadvertent, unintended consequences of these interventions that can be seen as unethical. Such ethical issues can arise from the context, process, method and outcomes of interventions and often bring to the fore the “social fairness” of social marketing. Given that social marketing is aimed at societal benefit, the authors believe that the issue of social fairness is an important one in the context of ethical social marketing. With that in mind, the purpose of this paper is to provide a discussion of the application of a normative ethical framework, labelled the integrative justice model (IJM) (Santos and Laczniak, 2009), to social marketing. This amounts to a macro-social marketing ethical framework.

Conceptual broadening of a normative ethical framework.

The authors hold that the IJM provides several helpful normative guidelines for improving the “social fairness” of social marketing. As such, the presented normative framework of macro-social marketing ethics provides useful guidelines for future development of social marketing codes of ethics.

The macro-social marketing ethics framework provides practical guidelines for social marketers to assess ethical issues in social marketing.

The macro-social marketing ethics framework answers the call of Carter, Mayes, Eagle and Dahl (2017) for development of ethical frameworks for social marketers. It provides a reconciliation of multiple normative frameworks to give a set of guidelines for social marketers that are clear and non-contradictory.

To demonstrate how the Society of Jesus (Jesuits) in the United States through the “National Jesuit Committee on Investment Responsibility” played a significant role as a socially conscious institutional and religious investor in influencing Chevron’s Human Rights Policy 520 and to analyze the factors that contributed to a successful shareholder engagement with the company.

Case study based on firsthand information.

1. Our conclusion offers support for Allen et al.’s (2012) conclusion of legitimacy (credibility) being the dominant force in a successful engagement.

2. We found that coalition-building is a significant moderating variable in increasing shareholder salience. This finding contradicts the study by Gifford (2010).

Our conclusion offers support for Allen et al.’s (2012) conclusion of legitimacy (credibility) being the dominant force in a successful engagement.

We found that coalition-building is a significant moderating variable in increasing shareholder salience. This finding contradicts the study by Gifford (2010).

The chapter is based on the actual process of shareholder engagement with Chevron Corporation that led to the human rights policy and is written mainly based on firsthand information.

This paper aims to provide an overview of the European Journal of Marketing's special section on the Forum of Markets and Marketing, “Extending Service‐Dominant Logic”.

The approach takes the form of a conceptual integration of core concepts in S‐D logic, markets, and marketing.

This special section provides insight into the complexity of markets by investigating markets as configurations and systems and how value propositions drive value co‐creation.

This introduction to the special section integrates individual contributions toward advancing S‐D logic and suggests that additional research in this area will help to develop a general theory of markets and marketing.

The overview of this special section provides insight into how the development of a positive theory of the market(s) will help to further advance normative marketing theories and practice.

This overview of the special section integrates multiple perspectives on complex, dynamic systems and discusses their contributions to the development of an S‐D logic‐based theory of the market.

The objective of this chapter is twofold. It first introduces the theme of the book. There are many ways of looking at socially responsible investment (SRI). It can be viewed as a financial product where the financial performance is the outmost important aspect and cannot be compromised. Or it can be regarded as a force for change to promote and stimulate a more sustainable development. In this chapter we provide a literature review on SRI especially on the notion of the impact and how it has been addressed so far in the literature. The second objective of the chapter is to provide an overview of the volume by introducing each chapter.

This chapter reviews the literature on SRI as well as the chapters included in this volume.

If SRI is about making a change toward sustainability, we ought to study its societal and environmental impacts. Although scholar articles on SRI have gained importance in the two last decades, very little is known on its impact. Research has developed from a narrow concern with negative screening and divestment in isolated cases to a rigorous analysis of its financial performance across a range of ethical and ESG issues. While we have identified some studies that are beginning to explore the potential impact of SRI for society, this remains a crucial area to explore.

The chapter contributes to the debates on the societal impact of SRI, a debate that needs to be continued even if or just because it raises some fundamental questions that are complex and difficult but also necessary to advance SRI.

Sociology is often pitched as the social science discipline most obviously in need of postcolonial deconstruction, owing to its ostensibly more transparent Eurocentrism as a formation. For this reason, even postcolonial scholars working within the ambit of sociology are reluctant to play up its analytical strengths in addition to exposing its ideological deficits. Without underestimating the profound impact of the growing body of postcolonial theorizing and research on self-reflexivity within sociology, this paper points up some key ways in which the structure of comprehension within postcolonial critique itself is characteristically sociological. Alternatively, if that latter conclusion is to remain in dispute, a number of core epistemological and socio-theoretical problems must be accepted as being, still, radically unresolved. Consequently, a more dialectical grasp of sociology’s role within this domain of enquiry and style of intellectual politics is needed. I develop these considerations by critically engaging with three recent currents of postcolonial critique – Raewyn Connell's advocacy of “Southern Theory”; the project of “reinventing social emancipation” articulated by Boaventura de Sousa Santos; and the “de-colonial option” fronted by Walter D. Mignolo.

Neuroimaging technologies such as electroencephalogram and magnetic resonance imaging allow us to analyze consumers’ brains in real time as they experience emotions. These technologies collect and integrate data on consumers’ brains for big data analytics. The purpose of this paper is to identify new opportunities and challenges for neuromarketing as an applied neuroscience.

The authors discuss conceptual and methodological contributions of neuromarketing based on studies that have employed neural approaches in market-related investigations, explaining the various tools and designs of neuromarketing research. The authors identify marketing-related questions to which neuroscientific approaches can make meaningful contributions, evaluating several challenges that lie ahead for neuromarketing.

The authors summarize the contributions of neuromarketing and discuss synergistic findings that neuromarketing has the potential to yield.

The authors ask: do consumers’ self-reported choices and their neural representations tell different stories?; what are the effects of subtle and peripheral marketing stimuli?; and can neuromarketing help to reveal the underlying causal mechanisms for perceptual and learning processes, such as motivation and emotions?

The authors identify marketing-related questions to which neuroscientific approaches can make meaningful contributions, evaluating several challenges that lie ahead for neuromarketing.

To the best of the authors’ knowledge, no current review has identified avenues for future research in neuromarketing and the emerging challenges that researchers may face. The current paper aims to update readers on what neuroscience and other psychophysiological measures have achieved, as well as what these tools have to offer in the field of marketing. The authors also aim to foster greater application of neuroscientific methods, beyond the more biased/post-test methods such as self-report studies, which currently exist in consumer research.

Crowdsourcing – a form of collaboration across organizational boundaries – provides access to knowledge beyond an organization’s local knowledge base. Integrating work on organization theory and innovation, the authors first develop a framework that characterizes crowdsourcing into a main sequential process, through which organizations (1) define the task they wish to have completed; (2) broadcast to a pool of potential contributors; (3) attract a crowd of contributors; and (4) select among the inputs they receive. For each of these phases, the authors identify the key decisions organizations make, provide a basic explanation for each decision, discuss the trade-offs organizations face when choosing among decision alternatives, and explore how organizations may resolve these trade-offs. Using this decision-centric approach, the authors continue by showing that there are fundamental interdependencies in the process that makes the coordination of crowdsourcing challenging.