%0 Journal Article
%T Towards a Theory of Marketing Systems as the Public Good
%A Djavlonbek Kadirov
%J Journal of Macromarketing
%@ 1552-6534
%D 2018
%R 10.1177/0276146718767949
%X The Marketing-Systems-as-the-Public-Good framework proposed in this article outlines the general principles of interpreting change in marketing systems. The framework advances a view of purposeful temporal change based on collective practices that a) identify, develop and maintain key common resources; b) initiate public-private asset transitions; c) facilitate contributory participation of market actors in marketing system processes; and d) perpetuate attenuating mechanisms. These processes construct the system as the public good with non-excludable and non-subtractable (dis)benefits. The drive for further change arises when the system¡¯s overarching structures infuse value creation practices with macromotive-based meaningfulness (e.g. the justice motive) which differentially resonates in market actors¡¯ lived experiences, who through ongoing localized socio-political discourses and contestation undertake to correct perceived justice digressions. The case of the historical evolution of the Uzbek Bozor Marketing System illustrates the key elements of the proposed framework
%K marketing systems
%K macromotive
%K the justice motive
%K public good
%K market inclusiveness
%K public-private good transition
%K contributory participation
%K marketing-system governance
%K market design
%K attenuating mechanisms
%U https://journals.sagepub.com/doi/full/10.1177/0276146718767949