Marketing as a Means to Transformative Social Conflict Resolution: Lessons from Transitioning War Economies and the Colombian Coffee Marketing System

Andrés Barrios, Kristine de Valck, Clifford J. Shultz II, Olivier Sibai, Katharina C. Husemann, Matthew Maxwell-Smith, and Marius K. Luedicke
Article Snapshot
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Key Takeaways

​Markets play a major role in maintaining a war economy and its respective inequalities.

There are three markets in a war economy: combat markets, shadow markets, and coping markets.

Marketing systems can foster peace by promoting constructive engagement to ensure cooperation among stakeholders.

There are four mechanisms through which marketing systems can contribute to peacemaking: empowerment, communication, community building, and regulation.

Article Snapshots: Executive Summaries from the Journal of Public Policy & Marketing

This article offers a systemic analysis of the Colombian war economy, with its conflicted shadow and coping markets, to show how a growing network of fair-trade coffee actors has played a key role in transitioning the country’s war economy into a peace economy.



Research

This research was motivated by the search for a deeper understanding of extreme conflicts and how marketing can support political peacemaking initiatives. The literature to date has not conceptualized the intersection between economy and conflict. In the current research, we examine how marketing systems can transcend the conflict dynamics to one of constructive engagement.

Method

We analyzed the particular case of the National Coffee Federation (NCF). We reviewed and interpreted archival information from newspapers, government and nongovernmental organization reports, and NFC internal data.

Findings

There are different markets that support a war economy, and understanding a more systemic view of them makes it possible to identify the mechanisms that help move a war economy toward a peace economy.

Implications

After more than 50 years of conflict, Colombia is facing a peace agreement. The paper illustrates the sources or this war and the elements that need to be overcome for making peace sustainable. Marketing and public policy elements are highlighted for this endeavor.

Managers should develop a systemic analysis to identify the foreign externalities of their business activities and develop alternatives for constructive engagement with different stakeholders.


Questions for the Classroom

  • What are the role of markets in a war-influenced context?

  • How could the framework of this paper be applied to other contexts (e.g., Syria, Kenya)?

  • What does the word “fair” in fair trade mean to you?


Article Citation

Andrés Barrios, Kristine de Valck, Clifford J. Shultz II, Olivier Sibai, Katharina C. Husemann, Matthew Maxwell-Smith, and Marius K. Luedicke (2016), "Marketing as a Means to Transformative Social Conflict Resolution: Lessons from Transitioning War Economies and the Colombian Coffee Marketing System," Journal of Public Policy & Marketing, 35 (2), 185-197.

doi: http://dx.doi.org/10.1509/jppm.15.151


Andrés Barrios is Assistant Professor, Universidad de Los Andes (e-mail: andr-bar@uniandes.edu.co).

Kristine de Valck is Associate Professor of Marketing, HEC Paris (e-mail: devalck@hec.fr).

Clifford J. Shultz II is Professor and Charles H. Kellstadt Chair of Marketing, Loyola University Chicago (e-mail: cjs2@luc.edu).

Olivier Sibai is Lecturer in Marketing, Birkbeck, University of London (e-mail: o.sibai@bbk.ac.uk).

Katharina C. Husemann is Lecturer in Marketing, Royal Holloway, University of London (e-mail: katharina.husemann@royalholloway.ac.uk).

Matthew Maxwell-Smith is Postdoctoral Research Associate of Marketing, University of Illinois at Urbana-Champaign (e-mail: mmaxweluwo@illinois.edu).

Marius K. Luedicke is Associate Professor of Marketing, Cass Business School, City University London (e-mail: m.luedicke@city.ac.uk).


Author Bio:

 
Andrés Barrios, Kristine de Valck, Clifford J. Shultz II, Olivier Sibai, Katharina C. Husemann, Matthew Maxwell-Smith, and Marius K. Luedicke
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