The Bio & Power Spheres. BA635 Current Marketing Issues. Lecture Outline : The Meta-Convergence of Spheres. Increasing interplay between Bio & Power Spheres The rise of consumer/citizen eco-consciousness & environmentalism and the response of Business, NGO’s & Gov’t
The Bio & Power Spheres
BA635 Current Marketing Issues
The Meta-Convergence of Spheres
-just as the sub-spheres of the BioSphere…
impacts all other Spheres…
Meta-convergence:“the tightening of connections among spheres that have hitherto been more independent”
"Culture, religion, politics, environment, ethics, are all going to interpenetrate one another to an extent never before seen, and they will, in turn, penetrate business in all sorts of strange new ways…“
Riding the third wave: A conversation with Alvin Toffler
Toffler, The Third Wave--1980, p.240
Bio & Power-sphere Pressures on Today’s Corporation
* Employment/ outsourcing;
Corporate, & activist – Shareholder organizations
60’s… 70’s… 80’s… 90’s
Initially- Consumer & Eco Activists- generally came from niche segment of society
- March 6, 2002-
Green' Sales Pitch Isn't Moving Many Products
70% of baby food buyers preferred convenience of plastic to glass jars
Eco- consciousness has become mainstream
Roper Starch WorldwideProfile of Consumers has tracked 5 Green Consumer segments since the 1990’s
Swing group- May participate in conservation/ recycling-& look for green products– But will buy only if price not higher
Product purchasing & consumption
= #1 way-Americans act upon their environmental concerns
And if the-Consumer cares
The New Red, White & BlueFront lines of a green revolution.
-- Equity analyst
… reporting of a company’s reputation is now on par with the reporting of finances.
Corporate Social Responsibility (CSR) – has become part of the bottom line…
Source: Globescan 2005
70% of global investment managers surveyed believe that integrating environmental, social and governance issues into analysis will become mainstream in 3-10 years” -- Mercer Consulting, 2005
Stark Contrast w/ 2nd wave Mantra:
The only business of business is business--Milton Friedman
A successful business satisfies enough customers at a high enough price so as to return a profit to those who have invested in the entrepreneurial activity…
…to the extent that customers express satisfaction in a product or a service, in continued purchases, the producer serves the "public interest."
The Model T Requires
7,882 tasks requiring:
Do more, say the peopleMurray ArmstrongMonday November 25, 2002
QWhen forming a decision about buying a product from a particular company - how important or unimportant is it to you that it shows commitment to social responsibility?
. . and 1 in 5 would be very willing to pay more
- September 2000 - MORI
Source: 2006 Cone Millennial Cause Study
Generation Y Workforce
Deloitte’s 2007 Volunteer IMPACT Study
Also the Company
Not just Product
The New Competition
Created to fill the void…
Business Participation today
2 hour panel-How Can Business Contribute to the Global Compact?
Today's Managers must balance the bottom-line against the ideals –
“--- want max profit for shareholders…with honesty in business practices,…safety in the workplace, ..and also serve larger environmental & social issues.”
The “Paradoxes” of Business Today
…but try not to let customer service cut too deeply into profit margins
Treat customers well...
Create a diverse workforce...
…but hire people from most
prestigious & expensive universities
Develop codes of ethics...
…even if the corporate culture
mainly rewards those who “make their numbers”
Go global ...
…but maintain the cultural
values of the home office
The “Paradoxes” of Business Today
Network, network, network...
…but beware the Old Boys’ Club that can breed corruption
…but monitor ‘em carefully because you’re legally liable for their behaviors
Play by the rules...
…but think outside the box.
Business Ethics; The Columbia Encyclopedia, Sixth Edition. 2001.
“Ethical issues in business have become more complicated because of:
the global & diversified nature of many large corporations……and because of the complexity of government regulations …”
Nor – No Shortage of Agencies, Commissions & Administrations to Enforce those Laws, Codes, Guidelines
Regulation Cradle to Grave
2006-The European Union has passed "end-of-life" legislation, requiring auto makers to recycle or reuse at least 80% of their old cars.
Computers & electrical gear were already covered
The European Eco-label
As we transform to a global economy---
Herein-Cited from: Stuart S. Malawerhttp://www.global-trade-law.com/
IP protection a strategic issue…
So what thehell does that mean??
A process in which:
… can be interpreted many different ways,
each of which reveals different facets of its complexity”
Corp. Executive Marketer
An IT worker in India
A Chinese Laborer
Backlash to Cultural & Economic Imperialism=
Globalization often results in a melding of foreign & domestic product forms & functions
Kentucky Fried Moose-Toronto
http://babelfish.altavista.com/: “I will explain it to you at Mcdo”
One can pay too much attention the kinds of consumer goods that people buy.
That's a superficial aspect of culture
Yet- Regardless of the citizens’ reaction to “foreign” products
From Above: global communications, global economy, worldwide environmental repercussions
From W/out:Non-governmental Organizations
From Within: Multi/Trans-nationals own agendas- loyal to themselves, play countries against each other
From Below: -- mounting sectarian pressures –
Circumstances differ from country to country…
but what does not differ is the revolutionary challenge posed by the 3rd Wave…
…too slow to keep up w/ the pace of change &... to cope w/ new levels of social & political diversity.
“In all likelihood it will require the radical overhaul –or even scraping-of:
Toffler, The Third Wave, p. 408
the collapse of consensus
the collapse of consensus
The elected representative cannot represent the general will
for the simple reason that there is none!
“The onward march of individualism - either through choice or fate - is still probably the major force shaping our world”
The central question is: Will the slow collapse of institutions that have been vehicles for our shared identity mean collapse of identity itself?