Naslov
The Arizona Market: a Marketing Systems Perspective on Pre-and Post-War Developments in Bosnia, with Implications for Sustainable Peace and Prosperity

Autori
Sredl, Katherine C. ; Shultz, Clifford J. ; Brečić, Ružica

Izvornik
Journal of macromarketing (0276-1467) 37 (2017), 3; 300-316

Vrsta, podvrsta i kategorija rada
Radovi u časopisima, članak, znanstveni

Ključne riječi
Yugoslavia, Dayton Peace Accord, marketing systems, macromarketing, post-conflict markets, European Union, Bosnia and Herzegovina, clandestine markets, Arizona Market, consumer vulnerability

Sažetak
Through this longitudinal study of a historically significant, complex, conflicted and evolving macromarketing space, Bosnia’s Arizona Market, the authors reveal that marketing systems are not merely random artifacts of human behavior ; rather, they are adaptive, purposeful, can be pernicious and/or provisioning, and ultimately—if they are to reflect our humanity—must be well integrated into other prosocial systems to affect the best possible outcomes for all stakeholders. By engaging with a marketing system in a post- conflict, divided society, we are better able to understand the genesis and evolution of markets and marketing systems ; the relationships among war economy, peace accords, and the ways that post-war marketing systems create community, provide for community needs, and create new vulnerabilities for some community members. The authors conclude with a discussion of implications for sustainable peace and prosperity in Bosnia and in other post- conflict marketing systems, and suggestions for future research.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA