1997 Macromarketing Seminar Abstracts
Abstract
1997 MACROMARKETING SEMINARABSTRACTS The 22d Annual Macromarketing Conference was held in Bergen Norway, 14-17 June 1997. The program was chaired byAndreas W. Falkenberg, Norwegian School of Economics and Business Administration, and cochaired by Robert W. Nason, Michigan State University. The arrangements chairperson was Terrn Rittenburg, who is visiting the Norwegian School of Economics and Business from the University of Wyoming. Brief abstracts, edited by Robert Nason, are included here. Reprints of individual papers presented at this conference and previous conferences can be obtained from Robert Nason at the Eli Broad Graduate School of Management, Michigan State University, East Lansing, MI 48824-1122, for $2.00 each. Session 1: Justice and Ethics View of Marketing CORPORATE RESPONSES TO MACRO ENVIRONMENTAL FORCES Ynte K. van Darn +Wageningen Agricultural University, The Netherlands Macromarketing over the past 10 years has brought to light both the societal, or macro, consequences of micromarketing decisions and the macroscopic structures in which marketing organizations are embedded. A major obstacle, however, is the translation back from macro to micro, from consequences to corporation, from structures to strategy. The proposed ISU model of corporate responses to the macroenvironment provides a workable tool for organizing decision making. THE ETHICS OF COMPETITOR