TY - JOUR AU - Rusyad, Daniel PY - 2022/03/01 Y2 - 2024/03/29 TI - PATAGONIA’S BUSINESS APPROACH AS EFFECTIVE PERIPHERAL ROUTE OF MARKETING: VIRTUE-SPIRITED MARKETING PERSPECTIVE JF - Jurnal Komunikasi dan New Media (JKNM) JA - VL - 1 IS - 2 SE - DO - UR - http://jurnal.undira.ac.id/jknm/article/view/67 SP - 1-15 AB - <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> ER -