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In this article, I trace the slow evolution of the contemporary idea of “academic freedom” through two court cases of the early twentieth century. Unfortunately for academics, this history does not end with a ringing endorsement of the right of academics to speak freely without being afraid of losing their teaching jobs. Rather, the courts have tended to agree that while faculty do have freedom of speech under the first amendment, they do not necessarily have the right to keep their jobs no matter what they say. This chapter illustrates the court’s early validation of punishing the “free speech” of employees if it promotes a “bad tendency” in Patterson v. Colorado in 1907 and concludes with Oliver Wendell Holmes’ ruling in 1919 that introduces the concept of the “marketplace of ideas” to evaluate speech even though the defendants were convicted of espionage as they exercised their “freedom of speech.” For the educator, freedom of speech is essential in having the academic freedom to pursue their discipline.

If business success were the elixir of life, there have been, and will always be, many who claim to have its formula. Each attempts to sell a new generation this complex, ever‐changing solution, and does so with concepts and ideas which are, perhaps, inordinately simplistic in relation to the problem, but which nevertheless can be comprehended. Considers the selling of solutions via abducted concepts and ideas as entrepreneurship. It is a skill to be valued, but it is not without its problems for the business practitioner, as its outcome in terms of downsizing is subsequently proving.

A successful scholarly movement must have thick vertical relationships, there must be an actual scholarly community comprising teacher/student relationships as well as regular seminars, conferences, journals, and book series. A successful movement must also have rich horizontal relationships, members in the community must have connections to others in the broader scholarly community. Boettke has argued that the Austrian tradition is failing to maximize its impact because, though rich in vertical relationships, it is short on horizontal relationships. Like Boettke, the author argues that our natural dialogical partners might not be economists but philosophers, sociologists, anthropologists, and historians. Moreover, the author argues, it is unclear that Austrian economists can expect to be influential, if by influential we mean acceptance by mainstream economists, without abandoning Austrian economics. As such, each Austrian economist should doggedly pursue the truth, even if it does not bring market share in the marketplace of ideas.

In his incisive analysis of academic tribalism, Stephen Balch (2004) argues that schools of thought can be catalysts or barriers to disciplinary inquiry, depending on the institutional setting. He cites physics, chemistry, and mathematics as fields in which competing schools of thought generally enhance the marketplace of ideas by increasing the scope and value of intellectual exchange (ibid., p. 2). Balch deems these disciplines “collegial” because, though “rivalries exist among hypotheses and investigators, there is general agreement on the means of resolving them and a strong sense of shared intellectual mission” which enable “internalized checks” to “keep things on the straight and narrow” (ibid., p. 4). By contrast, Balch describes the social sciences and humanities as “adversarial disciplines” in which paradigmatic rivalries “shade into enmities, bear heavily on methods of verification as well as the substance of disputes, involve judgments of value as well as of fact, often reveal an absence of shared mission, and produce results whose employment outside academe is very frequently polemical” (ibid., p. 4). In these contexts, schools become impediments to “serious academic discourse about the human condition” (ibid., p. 2) as the collegial ideal of a “free and open marketplace of ideas” (ibid., p. 1) gives way to balkanized disciplines “divided into enduring factions whose partisans frequently treat their opponents more as foes than colleagues” (ibid., p. 4).

The purpose of this paper is to explore the field of social marketing. The field needs to evaluate what works, and more importantly for it to prosper and remain relevant, it must discover and incorporate concepts and techniques from other disciplines that are aligned around core ideas of people‐centered and socially oriented.

The paper reviews new insights and understandings from modern social marketing practice, social innovation, design thinking and service design, social media, transformative consumer research, marketing theory and advertising practice and develops a model for transforming social marketing thought, research and practice.

A three dimensional model is presented that includes: scope – co‐creation, conversations, communities and markets; design – honoring people, radiating value, engaging service and enhancing experiences; value space – dignity, hope, love and trust.

The presentation weaves together a set of ideas from different disciplines that together strengthen the social marketing approach and provide a broader set of outcomes and perspectives that can be incorporated into work in this field.

This paper addresses the theory of legal pragmatism from the vantage of evolutionary metaphor. Legal pragmatism tends to incorporate a progress narrative with similarities to both evolutionary biology and classical economics, in which social developments are thought to be determined by competition among techniques and ideas. The difficulty with such competitive views of social change is that they obscure the extent to which successful solutions of the past – now the status quo – may be less adept at meeting new and future problems. Drawing on the evolutionary and economic variant theory of path dependence, it is argued that an assumption that the best, most efficient technique always wins out unduly sanctifies the present and inhibits awareness of unmet challenges. Ultimately, the encouragement of social change and advancement would be more securely located in the legal promotion of individual attempts at originality, rather than an assumption that competition is constantly moving toward perfection.

This paper aims to explore how and why ideas regarding “intersectional” approaches to feminism and Black activism are drawn on in marketing content related to the concept of being “woke” (invested in addressing social injustices). It considers which subject positions are represented as part of this and what they reveal about contemporary issues concerning advertising, gender, race and activism.

This study involves an interpretive and critical discursive analysis of so-called feminist advertising (“femvertising”) and marketing examples that make use of Black social justice activist ideas.

Findings illuminate how marketing simultaneously enables the visibility and erasure of “intersectional”, feminist and Black social justice activist issues, with the use of key racialised and gendered subject positions: White Saviour, Black Excellence, Strong Black Woman (and Mother) and “Woke” Change Agent.

This research signals how brands (mis)use issues concerning commercialised notions of feminism, equality and Black social justice activism as part of marketing that flattens and reframes liberationist politics while upholding the neoliberal idea that achievement and social change requires individual ambition and consumption rather than structural shifts and resistance.

This work can aid the development of advertising standards regulatory approaches which account for nuances of stereotypical representations and marketing’s connection to intersecting issues regarding racism and sexism.

This research outlines a conceptualisation of the branding of “woke” bravery, which expands our understanding of the interdependency of issues related to race, gender, feminism, activism and marketing. It highlights marketing responses to recent socio-political times, which are influenced by public discourse concerning movements, including Black Lives Matter and Me Too.

Accelerators provide a way for entrepreneurs to capitalize on new knowledge and technology regarding sport. The advantage of accelerators is that they can utilize the wisdom of crowds in order to facilitate a quick introduction into the marketplace of new ideas. This is crucial in the competitive sport industry, which relies on utilizing knowledge intensive products and services for competitive reasons. Knowledge in a sport context can be hard to describe as it can refer to processes that enable better production processes. For this reason, it is useful to understand how knowledge is a source of power in the sport market and how it can be used strategically. This chapter focuses on issues such as knowledge management and knowledge hoarding as a way to gain a competitive advantage in the sport industry, thereby linking the research on accelerators to a knowledge perspective in the sport context.

The purpose of this paper is to discuss a broader societal trend toward the full realization of human potential and the points of convergence with social marketing. The ultimate goal of social marketing is to increase social good. The paper defines social good in a new light and makes the connection to well-being clearer, proposing an agenda for social marketers and highlighting the opportunities for a better positioning of social marketing in the marketplace of ideas.

This conceptual paper presents an overview of concepts and evidence on the drivers of human well-being. It also discusses some important questions at a broader societal level, such as the role of money and income on happiness and well-being. It presents the connections between this body of knowledge and social marketing, including a literature review from both fields.

Eliminating ill-being no longer seems satisfactory from a societal point of view in the current Zeitgeist. Societies have been searching for ways to alleviate illnesses and to increase the well-being of its citizens. Social marketing, as a powerful social technology for behavior change, must be part of this broader movement, achieving a better positioning in the marketplace of ideas. The paper proposes a six-point agenda to reach these goals.

The main theoretical implication is a call for social marketers to see the ultimate goal of the discipline (social good) under a new lens. This requires an update in the conceptual frameworks that orient the discipline. Another implication is the need for better upstream conceptual models in social marketing.

The paper suggest some practical implications, such as the opportunity to expand social marketing to countries that do not use it, the use of well-being drivers as inputs, means and outcomes in social marketing programs, and the role of the discipline in both alleviating poverty and in demarketing efforts.

The paper contributes by taking an outside perspective and a transdisciplinary approach. The fulfillment of human potential demands the attention to different drivers of human behavior and the search for new social solutions. It also requires a clear understanding of the role of factors like money and social connectedness. This paper approaches these questions with answers grounded on the existing evidence while providing some points for the development of social marketing theory and practice.

This paper aims to expose the inadequacy of social marketing to tackle complex social problems, while proposing an expansion in the discipline’ conceptual repertoire. The goal is to incorporate complexity tools, in particular from the system dynamics field, and the promotion of mindware within a true transdisciplinary paradigm.

This paper uses literature review to support the proposed theoretical development. It also presents a short case study.

Most problems that plague our modern societies have a distinctive complex nature that is not amenable to traditional social marketing interventions. Social marketing has simplified the problem of bringing about societal change by thinking that upstream social actors can be influenced in the same way as downstream individuals. This paper shows that this is not the case while proposing a framework to close this gap.

The proposed framework is a theoretical one. It depends on further refinements and actual application to wicked problems.

Complex social problems – or wicked problems – remain widespread in modern societies. Moreover, they are getting worse over time. The paper presents a proposal to redefine the limits of the social marketing discipline so it can be more useful to tackle such problems. Practical approaches such as measuring the success of mindware in the marketplace of ideas are implied in the proposed framework.

The increase in complexity of social problems has not been accompanied by an evolution in the discipline of social marketing. The lack of proper conceptual tools has prevented the discipline from contributing to tackling these problems effectively. Some interventions may actually worsen the underlying problems, as illustrated in the paper.

This paper identifies two major gaps associated with the social marketing discipline, in particular the lack of complexity and systems thinking and the forsaking of ideas (mindware) as a legitimate goal of the discipline. This realization corroborates the claim that boundaries among disciplines are often artificial, hindering the proper understanding of complex social problems. In turn, only the use of adequate conceptual lenses makes it possible to devise interventions and programs that tackle actual causes (instead of symptoms) of complex social problems.