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
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BA635 Current Marketing Issues
The Meta-Convergence of Spheres
TECHNOSo too are the spheres of our society… Wherein: Change in one sphere….
impacts all other Spheres…
IntensifyingThat Interaction among Spheres
"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
* 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 Worldwide rate ….Profile of Consumers has tracked 5 Green Consumer segments since the 1990’s
Sprouts rate ….
Swing group- May participate in conservation/ recycling-& look for green products– But will buy only if price not higher
Doggedly Indifferent rate ….
~mid ’90’s rate ….
Product purchasing & consumption
= #1 way-Americans act upon their environmental concerns
And if the- rate ….Consumer cares
The rate ….New Red, White & BlueFront lines of a green revolution.
-- Equity analyst
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/ 2 Responsiblend wave Mantra:
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
Q When Responsibleforming 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 Responsible
Deloitte’s 2007 Volunteer IMPACT Study
Also the Company Responsible
Not just Product
The New Competition
Regulation Social Responsibility has now been taken up by the United Nations…
Created to fill the void…
Business Participation today
2 hour panel-How Can Business Contribute to the Global Compact?
“--- 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 ideals –
…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 ideals –
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 ideals –; The Columbia Encyclopedia, Sixth Edition. 2001.
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, GuidelinesRise of the Bureaucrats
Regulation Cradle to Grave Administrations to Enforce those Laws, Codes, Guidelines
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/
Major Players Administrations to Enforce those Laws, Codes, Guidelines
IP protection a strategic issue… Administrations to Enforce those Laws, Codes, Guidelines
So what Administrations to Enforce those Laws, Codes, Guidelines thehell does that mean??
DEFINED Administrations to Enforce those Laws, Codes, Guidelines
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
Cultural Impacts Administrations to Enforce those Laws, Codes, Guidelines
Jerusalem Administrations to Enforce those Laws, Codes, GuidelinesMcD’s
Backlash to Cultural & Economic Imperialism Administrations to Enforce those Laws, Codes, Guidelines =Backlash to Cultural Imperialism=
Globalization often results in a melding of foreign & domestic product forms & functions
Kentucky Fried Moose-Toronto Administrations to Enforce those Laws, Codes, Guidelines
http://babelfish.altavista.com/ Administrations to Enforce those Laws, Codes, Guidelines : “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
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… nation-state…
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.
“ expand human freedom will not be able to do so by simply defending our existing institutions. 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 - purpose, we also lack regional, statewide, or city-wide purpose. ... either through choice or fate - is still probably the major force shaping our world”http://www.guardian.co.uk/2020/0,15047,1299021,00.html
The central question is: Will the slow collapse of institutions that have been vehicles for our shared identity mean collapse of identity itself?
Vid-Clip Outline: purpose, we also lack regional, statewide, or city-wide purpose. ...