@article{Rusyad_2022, title={PATAGONIA’S BUSINESS APPROACH AS EFFECTIVE PERIPHERAL ROUTE OF MARKETING: VIRTUE-SPIRITED MARKETING PERSPECTIVE}, volume={1}, url={http://jurnal.undira.ac.id/jknm/article/view/67}, abstractNote={<p>This paper tries to contribute the concept of virtue-spirited marketing (VSM) as customer advocacy strategic</p> <p>approach in response to marketing challenges in digital century. Opposing against the notion that</p> <p>management, or business people cannot be virtuous, due to business context which is believed to be</p> <p>competitive and pragmatic, VSM instead, sees that being virtuous, as exemplified by Patagonia’s green</p> <p>business practices, is effective strategy to win customer advocacy in digital century in which customers can</p> <p>massively echo virtuous business practices so as to strengthen the company’s position in the eyes of loyal</p> <p>customers and attract broad public sympathy. VSM stems from the awareness of marketers and customers</p> <p>toward mutual concern, not only in term of supply and demand optimizing, but also to be more responsible</p> <p>socially, environmentally and making production and consumption as part of solution, instead of problem</p>}, number={2}, journal={Jurnal Komunikasi dan New Media (JKNM)}, author={Rusyad, Daniel}, year={2022}, month={Mar.}, pages={1–15} }