Societal marketing concept and spirituality in the workplace theoryFinding the common ground

Resumo

This paper suggests that there exist many theoretical linkages between the societal marketing concept (SMC) and spirituality in the workplace (SWP) theory. Thus, it is reviewed the literature of both SMC and the emerging field of SWP theory in order to find unexplored commonalities between them. As a result, it acknowledges that SMC broached a new perspective in marketing discipline regarding that it added sizeable social and ethical responsibility to the marketer’s role. Most importantly, it posits that the common ground between SMC and SWP theory is, in large measure, the moral reasoning. Overall, this study expands McKee’s work (2003) on theoretical intersections between marketing and the spirituality philosophy or paradigm. Rather, it proposes that there is a clear evidence of theoretical overlapping in some constructs, namely, employees, work, workplace, quality of life, ethics, corporate citizenship, and social responsibility. In addition, it is also proposed that SMC-driven organizations are poised to embrace an overall spiritual orientation - whether they have not already done it.

Ficha do documento

Tipo

Artigo científico

Ano

2011

Instituição

Escola Brasileira de AdEscola Brasileira de Administração Pública e de Empresas da Fundação Getulio Vargas (FGV EBAPE)

Fonte

Cadernos EBAPE.BR

Idioma

Português

Acesso

Não informado

DOI

10.1590/S1679-39512011000100007

Identificador

oai:ojs.periodicos.fgv.br:article/5193

Licença

https://creativecommons.org/licenses/by/4.0