An Interaction and Networks Approach to Sustainable Marketing: A Research Agenda

The transformation towards more sustainable marketing forms necessitates large scale systemic change in market and marketing systems. In this paper we present an interactions and networks approach to sustainable marketing which incorporates interorganisational dyad, network and systems level of analysis. The proposed framework invites us to situate, and theorize marketing in a more holistic context where the establishment and development of learning relationships, built on the premise of dialogue, becomes a central mechanism for network level change, and overall system health. By adopting an interactions and networks approach we are able to discuss 1) the nature and role of the network in enabling systems level change, 2) the role of dyadic relations as a central mechanism for change, and (3) the nature of firm level capabilities necessary for achieving system, network and individual actor level change. Throughout this paper we build on lessons learned from the relational theories in marketing, and the work of the IMP (Industrial Marketing and Purchasing Group) in particular, as well as perspectives on networks and living systems theory. We suggest that the proposed alternative approach, inspired by powerful learning processes, can help bring us out of the extant firm-centric impasse and lead to collaborative action and transformation.