Understanding the Dark Sides of Alternative Economies to Maximize Societal Benefit

Alternative economies can significantly contribute to societal flourishing, but the potential dark sides should also be considered. As shared commitments are the foundation of alternative economies, we draw on related literature to conceptualize various types of dark sides of an alternative economy. While less prominent than the well-being outcomes, we present qualitative data of when the participants of one alternative food network experienced disappointment, burnout, guilt, or division. Comparing with the dark sides gleaned from other studies on alternative economies, we present a framework for evaluating the dark sides in alternative economies. Dark sides can be on a continuum from the micro level to the macro level, as well as more likely to threaten the continuance of alternative economies or societal well-being. We offer recommendations to guard against the vulnerabilities of alternative economies for their continued growth and impact, as well as discuss the implications for research on marketing systems failure.


Trust-Driven Entrepreneurship for Community Well-Being of Refugees and Their Local Hosts
Baktir, Zeynep; Watson, Forrest (SAGE Publications, 2020-07-01)
This article explores community well-being (CWB) outcomes of institutional trust (and distrust) through entrepreneurship in the context of a refugee-hosting society in Turkey. Existing studies show the positive relationship between institutional trust and quality of life (QOL) as well as entrepreneurship and QOL in subsistence contexts. This research, however, explores the relationship between institutional (dis)trust and entrepreneurship on a path to CWB with a special emphasis on refugee and local interac...
Macromarketing Pedagogy: Empowering Students to Achieve a Sustainable World
Shapiro, Stanley; Beninger, Stefanie; Domegan, Christine; Reppel, Alexander; Stanton, Julie; Watson, Forrest (SAGE Publications, 2020-08-01)
The United Nation's Sustainable Development Goals (SDGs) are challenging the world to work towards a more sustainable future. Its 17 goals are ambitious, requiring concerted and system-based efforts driven by critical and socially aware thinking. However, marketing education is largely falling short of teaching students to think that way. Given macromarketing's unique perspective on the interactions among markets, marketing, and society, macromarketers are poised to contribute to marketing pedagogy and to c...
The identification of a bivariate Markov chain market model
Yıldırak, Şahap Kasırga; Gaygısız Lajunen, Esma; Department of Economics (2004)
This work is an extension of the classical Cox-Ross-Rubinstein discrete time market model in which only one risky asset is considered. We introduce another risky asset into the model. Moreover, the random structure of the asset price sequence is generated by bivariate finite state Markov chain. Then, the interest rate varies over time as it is the function of generating sequences. We discuss how the model can be adapted to the real data. Finally, we illustrate sample implementations to give a better idea ab...
Value in marketing Toward sociocultural perspectives
Karababa, Eminegül (SAGE Publications, 2014-03-01)
This commentary addresses recent debates in marketing research on the elusiveness of the notion of value, with the aim of starting a dialogue on the possibility of developing a comprehensive and culturally informed understanding of value and value creation processes. First, we provide an overview of the predominant uses of value in marketing and consumer research literature and discuss them in relation to three abstract conceptions of value. We show the interconnectedness of these value types in market and ...
Well-being in Alternative Economies: The Role of Shared Commitments in the Context of a Spatially-Extended Alternative Food Network
Watson, Forrest (2017-01-01)
Alternative economies are built on shared commitments to improve subjects' well-being. Traditional commercial markets, premised upon growth driven by separate actors pursuing personal material gain, lead to exploitation of some actors and to negligible well-being gains for the rest. Through resocializing economic relations and expanding the recognition of interdependence among the actors in a marketing system, economic domination and exploitation can be mitigated. We define shared commitments as a choice of...
Citation Formats
F. Watson, “Understanding the Dark Sides of Alternative Economies to Maximize Societal Benefit,” JOURNAL OF MACROMARKETING, pp. 169–184, 2020, Accessed: 00, 2020. [Online]. Available: https://hdl.handle.net/11511/43138.