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  • Thumbnail for Service-Centered Marketing Logic: Dignifying Subjective Value in an  Objectivist Society
    Service-Centered Marketing Logic: Dignifying Subjective Value in an Objectivist Society by Cordell, Michelle Neville

    Today’s modern societies are directed by quantitative measures which concentrate our energy on numerical outcomes at the expense of subjective values like community, genuine happiness, freedom, aesthetics, etc. This paper investigates the foundations of economic valuation and explains how a good-centered marketing logic and value system has objectified both the human and non-human world with negative consequences for the health and well-being of ourselves and our planet. I suggest that a paradigm shift toward a service-centered marketing logic can introduce subjective goals into firm practices by engaging in a relational and dynamic value creation process. With a re-evaluation of markets and the nature of value we may begin the journey away from an era of ethical scarcity and material abundance toward one concentrated on human flourishing in harmony with the natural environment.