Editors
- Ninh Nguyen, RMIT University
- Ranjit Voola, The University of Sydney
- M S Balaji, RMIT University
- Dung Minh Nguyen, National Kaohsiung University of Science and Technology
- Carolyn Strong, Cardiff University
Description
This special issue examines how strategic marketing can advance regenerative futures. While sustainability remains important, regenerative approaches go beyond harm reduction and efficiency to actively restore social, ecological, and economic systems through business strategies, partnerships, and market practices. The issue seeks to understand how firms formulate regenerative marketing goals, develop and communicate regenerative strategies, and align commercial objectives with societal and ecological renewal.
The call invites both conceptual and empirical research exploring marketing's role in enabling restoration, renewal, resilience, and long-term stakeholder value creation. Diverse methodologies are welcome, including experiments, surveys, qualitative research, mixed methods, and multi-level or cross-cultural approaches. Papers should address strategic marketing capabilities, brand strategy, consumer behaviour, digital marketing, business models, stakeholder collaboration, and evaluation metrics related to regenerative transformation.
Potential topics
- Strategic marketing capabilities for a regenerative future
- Regenerative marketing strategy and long-term value creation
- Brand strategy, brand purpose, and regenerative value propositions
- Consumer behaviour in relation to regenerative offerings and marketing implications
- Digital and social media marketing for regenerative transformation
- The role of emerging technologies in enabling regenerative marketing strategies
- Leveraging AI and big data for regenerative strategic marketing
- Market shaping and ecosystem orchestration for regenerative futures
- Circular, restorative, and regenerative business models from a strategic marketing perspective
- Strategic partnerships and cross-sector collaborations for regenerative value creation
- The role of communities, stakeholders, and co-creation in regenerative marketing
- Metrics, accountability, and performance evaluation in regenerative marketing strategy
- Marketing ethics, governance, and regulations related to regenerative claims and practices
- Tensions, paradoxes, and trade-offs in pursuing regenerative marketing strategies
- Strategic marketing responses to greenwashing, symbolic action, and legitimacy risks in regenerative positioning
- Strategies for inclusive restoration in emerging markets
- Strategic marketing and regenerative futures at the Base of the Pyramid