{"id":29397,"date":"2024-12-23T16:43:26","date_gmt":"2024-12-23T15:43:26","guid":{"rendered":"https:\/\/francescoeconomy.org\/marketing-communication-actions-for-commons-care\/"},"modified":"2024-12-23T16:58:25","modified_gmt":"2024-12-23T15:58:25","slug":"marketing-communication-actions-for-commons-care","status":"publish","type":"post","link":"https:\/\/francescoeconomy.org\/it\/marketing-communication-actions-for-commons-care\/","title":{"rendered":"Marketing Communication-Actions for Commons Care"},"content":{"rendered":"

Marketing Communication-Actions
\nfor Commons Care<\/p><\/h1><\/div>

by Martina Tafuro, Enrico Marcazzan, Paola Signori
\npublished on Journal of Macromarketing<\/a>
\n<\/em><\/p>\n

Abstract<\/h2>\n

This research explores marketing approaches and actions related to Commons using a (macro)marketing perspective. Acknowledging the vital role of marketers in addressing Commons issues, it emphasises the need for innovative solutions to protect the Commons.<\/p>\n<\/div><\/div><\/div>

<\/span><\/div><\/div><\/div>

This research adopts a qualitative and explorative approach based on macromarketing literature and the Laudato si\u2019 encyclical letter. Relying on the insights from 36 interviews with members of the Economy of Francesco (EoF) community, it identifies three communication approaches (namely, Cautious, Responsible, and Collaborative), along with corresponding actions (namely, Them, I, and US) and nine tactics toward the care of the Commons. Through the innovative context EoF represents, the research offers theoretical and practical insights for decision-makers and businesses. In a societal context where companies are expected to address wicked problems, this article advocates for advancing marketing communication-actions to promote Commons care grounded in the Circular Subsidiarity and, more broadly, the Civil Economy paradigm.<\/p>\n

>>> READ THE ARTICLE<\/a><\/h3>\n<\/div><\/div><\/div>
in photo: a moment of <\/span>GRIOT<\/a>, one of EoF’s initiatives for entrepreneurs<\/span><\/em><\/h6>\n
\n

Martina Tafuro:<\/strong> Ph.D. Candidate in Management of Innovation, Sustainability and Healthcare, Sant\u2019Anna School of Advanced Studies, Institute of Management<\/em><\/p>\n

Enrico Marcazzan:<\/strong> Research Fellow, Sant\u2019Anna School of Advanced Studies, Institute of Management<\/em><\/p>\n

Paola Signori:<\/strong> Full Professor, Department of Management, University of Verona<\/em><\/p>\n<\/div><\/div><\/div><\/div><\/div>\n","protected":false},"excerpt":{"rendered":"

In a societal context where companies are expected to address wicked problems, this article advocates for advancing marketing communication-actions to promote Commons care grounded in the Circular Subsidiarity and, more broadly, the Civil Economy paradigm.<\/p>\n","protected":false},"author":3,"featured_media":29383,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[375,366],"tags":[551,552,553,554],"class_list":["post-29397","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-articles-proview-it","category-eof-proview-it","tag-circular-subsidiarity-it","tag-commons-it","tag-macromarketing-it","tag-marketing-communication-it"],"yoast_head":"\nMarketing Communication-Actions for Commons Care | The Economy of Francesco<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link 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