PATAGONIA’S BUSINESS APPROACH AS EFFECTIVE PERIPHERAL ROUTE OF MARKETING

VIRTUE-SPIRITED MARKETING PERSPECTIVE

Abstract

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