PATAGONIA’S BUSINESS APPROACH AS EFFECTIVE PERIPHERAL ROUTE OF MARKETING VIRTUE-SPIRITED MARKETING PERSPECTIVE

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Daniel Rusyad

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This paper tries to contribute the concept of virtue-spirited marketing (VSM) as customer advocacy strategic


approach in response to marketing challenges in digital century. Opposing against the notion that


management, or business people cannot be virtuous, due to business context which is believed to be


competitive and pragmatic, VSM instead, sees that being virtuous, as exemplified by Patagonia’s green


business practices, is effective strategy to win customer advocacy in digital century in which customers can


massively echo virtuous business practices so as to strengthen the company’s position in the eyes of loyal


customers and attract broad public sympathy. VSM stems from the awareness of marketers and customers


toward mutual concern, not only in term of supply and demand optimizing, but also to be more responsible


socially, environmentally and making production and consumption as part of solution, instead of problem

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Rusyad, D. (2022). PATAGONIA’S BUSINESS APPROACH AS EFFECTIVE PERIPHERAL ROUTE OF MARKETING: VIRTUE-SPIRITED MARKETING PERSPECTIVE. Jurnal Komunikasi Dan New Media (JKNM), 1(2), 1–15. Diambil dari http://jurnal.undira.ac.id/index.php/jknm/article/view/67
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