@inproceedings{c7f5528975a04eb5ae4a8ad8bf8e78c1,
title = "The struggle to govern the commons and how marketing can help",
abstract = "Marketing systems thought is grounded in the assumption that it can be applied to any empirical context involving economic exchange. This particular assumption possesses certain strengths, as the theory has been applied to many varied contexts. By challenging the gaps of the theory, different and potentially rich insights are obtained. One such gap is the application to a marketing system involving a common pool resource. This paper explains the need for commons theory to enhance the analysis of marketing systems that involve a common pool resource.",
keywords = "marketing, economics",
author = "Sarah Duffy and Roger Layton",
year = "2015",
language = "English",
publisher = "Macromarketing Society",
pages = "73--84",
booktitle = "Proceedings of the 40th Annual Macromarketing Conference: Marketing as Provisioning Technology: Integrating Perspectives on Solutions for Sustainability, Prosperity, and Social Justice, Chicago, Illinois, June 25-28, 2015",
note = "Macromarketing Conference ; Conference date: 25-06-2015",
}