Introduction to the Special Issue: A Macromarketing Perspective on Alternative Economies

Campana, Mario; Chatzidakis, Andreas and Laamanen, Mikko. 2017. Introduction to the Special Issue: A Macromarketing Perspective on Alternative Economies. Journal of Macromarketing, 37(2), pp. 125-130. ISSN 0276-1467 [Article]

Alternative Economies SI Editorial.pdf - Accepted Version
Available under License Creative Commons Attribution Non-commercial No Derivatives.

Download (387kB) | Preview

Abstract or Description

Alternative economies respond to the precarious conditions underpinning the everyday lives of individuals, and their lack of access to and scarcity of resources and competences. Recently there has been increasing interest in the field of macromarketing towards such alternative forms of exchange and marketplaces. Nonetheless, current understandings of alternative economies remain fragmented. The objective of this special issue is to advance our understanding of alternative economies and stimulate future research within this domain. Seven articles are included in this special issue of the Journal of Macromarketing. Each article presents forward-looking research exploring one of three aspects of alternative economies: (1) the paradigms used within alternative economies, (2) the institutional logics that guide action within these systems and (3) the implications to individuals, localities, markets, and society. The editors of the special issue briefly introduce the topic, provide a definition of alternative economies, offer an overview of the articles and their contributions, and direction for future research bringing together alternative economies and macromarketing.

Item Type:


Identification Number (DOI):


alternative economies, marketing systems, exchange, institutional logics, macromarketing

Departments, Centres and Research Units:

Institute of Management Studies


27 February 2017Accepted
24 March 2017Published Online
1 June 2017Published

Item ID:


Date Deposited:

27 Mar 2017 11:44

Last Modified:

14 Apr 2021 09:48

Peer Reviewed:

Yes, this version has been peer-reviewed.


View statistics for this item...

Edit Record Edit Record (login required)