Document Type

Article

Publication Date

Fall 2016

Publication Title

Journal of Public Policy & Marketing

Volume

35

Issue

2

Pages

185–197

Abstract

Social conflicts are ubiquitous to the human condition and occur throughout markets, marketing processes, and marketing systems. When unchecked or unmitigated, social conflict can have devastating consequences for consumers, marketers, and societies, especially when conflict escalates to war. In this article, the authors offer a systemic analysis of the Colombian wareconomy, 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. They particularly draw attention to the sources of conflict in this market and highlight four transition mechanisms—empowerment, communication, community building, and regulation—through which marketers can contribute to peacemaking and thus produce mutually beneficial outcomes for consumers and society. The article concludes with a discussion of implications for marketing theory, practice, and public policy.

Identifier

0743-9156

Comments

Author Posting © American Marketing Association, 2016. The article was published in Journal of Public Policy & Marketing, Vol. 35, Iss. 2, Fall 2016, http://dx.doi.org/1509/jppm.15.151

Creative Commons License

Creative Commons Attribution-Noncommercial-No Derivative Works 3.0 License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 3.0 License.

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