Journal of Marketing will host an online workshop on the Special Issue on New Paradigms for a New World on July 24, 2023, from 6:30 a.m. to 12:30 p.m. Central. This workshop is an opportunity for interested authors to present research ideas to the community and to learn from each other. Presenting at the workshop is not a requirement for submission to the special issue.
Introduction to the Special Issue on New Paradigms for a New World
This shift has challenged marketing in at least two ways. First, corporations are prompted to take responsibility for their potential contributions to the growth of inequality. Second, marketers have undertaken novel initiatives intended to alleviate some of these societal ills, including promoting consumption that supports equity and inclusion, embracing meaningful brand purpose, fostering economic health and entrepreneurship across socioeconomic strata through social marketing and bottom-of-the-pyramid strategies, amplifying critical and sometimes corrective voices, challenging entrenched power structures, and empowering consumer mobility.
Why This Special Issue and Why Now?
In this Special Issue, we challenge marketing scholars to reexamine, question, and, in some cases, even discard current paradigms and identify new ones that can help understand the new realities marketers face.
Submitted papers should not only describe the present landscape but also help set theoretical foundations for future study. To encourage further thought, we have posted short videos pertaining to several thought leaders’ perspectives on our website for the Special Issue.