The Global Refugee Crisis: Pathway for a More Humanitarian Solution
Journal
Journal of Macromarketing
ISSN
0276-1467
ISSN-Digital
1552-6534
Type
journal article
Date Issued
2020
Author(s)
Shultz, Clifford
;
Barrios, Andrés
;
Krasnikov, Alexander V.
;
;
Bennett, Aronté M.
;
Emile, Renu
;
Hokkinen, Maria
;
Pennington, Julia R.
;
Santos, Marcos
;
Sierra, Jaime
Abstract
The global refugee crisis reveals refugees and other forcibly displaced persons (FDP) are uniquely vulnerable consumers on a dynamic pathway precipitated by trigger events that have disrupted or fractured marketing systems requisite for safety and well-being, resulting in dangerous journeys to temporary or permanent settlements. The Syrian Conflict is introduced to contextualize the challenges along the pathway and to show that a more Humanitarian Marketing System, spanning time, space and other systems, brings opportunities for governments, NGOs and businesses to cooperate and to provide FDP with resources, which enhance connectedness, reduce vulnerabilities and suffering, illuminate good practices and enable FDP to flourish when resettled. The authors discuss research-opportunities to facilitate further understanding, to develop and repair marketing systems, and to enhance the well-being of FDP and other stakeholders of the crisis.
Language
English
HSG Classification
contribution to scientific community
HSG Profile Area
SHSS - Kulturen, Institutionen, Maerkte (KIM)
Refereed
Yes
Publisher
Sage
Volume
40
Number
1
Start page
128
End page
143
Subject(s)
Division(s)
Eprints ID
260767