e-space
Manchester Metropolitan University's Research Repository

    Growth and Its Discontents: Paving the Way for a More Productive Engagement with Alternative Economic Practices

    Lloveras, Javier ORCID logoORCID: https://orcid.org/0000-0002-7780-9380 and Quinn, Lee (2017) Growth and Its Discontents: Paving the Way for a More Productive Engagement with Alternative Economic Practices. Journal of Macromarketing, 37 (2). pp. 131-142. ISSN 0276-1467

    [img]
    Preview
    Accepted Version
    Available under License In Copyright.

    Download (1MB) | Preview

    Abstract

    Fragmented marketing debates concerning the role of alternative economies are attributable to the lack of a meaningful macromarketing dimension to which alternative economic practices can be anchored. This research frames an evaluation of existing macromarketing developments aimed at reformulating the mindless pursuit of economic growth. Raising concerns with the treadmill dynamics of marketing systems, three different approaches - green growth, a-growth and degrowth - are critically evaluated to: (a) introduce degrowth as a widely overlooked concept in the macromarketing literature; (b) expose how each perspective entails a specific organization of provisioning activities; and (c) foreground the role of alternative economic practices beyond the growth paradigm. We conclude that socially sustainable degrowth is the missing voice within macromarketing debates that lie central to elucidating the future direction of alternative economic practices.

    Impact and Reach

    Statistics

    Activity Overview
    6 month trend
    748Downloads
    6 month trend
    352Hits

    Additional statistics for this dataset are available via IRStats2.

    Altmetric

    Repository staff only

    Edit record Edit record