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Marketing and the Tragedy of the Commons: A Synthesis, Commentary, and Analysis for Action

Clifford J. Shultz II and Morris B. Holbrook
Journal of Public Policy & Marketing
Vol. 18, No. 2 (Fall, 1999), pp. 218-229
Stable URL: http://www.jstor.org/stable/30000542
Page Count: 12
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Marketing and the Tragedy of the Commons: A Synthesis, Commentary, and Analysis for Action
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Abstract

The authors contend that solutions to the most pressing environmental challenges will result from understanding and solving social traps such as the commons dilemma. They propose a synthesis for analysis and action to suggest that marketing's stakeholders can cooperate to contribute solutions and ultimately develop programs that help ameliorate the tragedy of the commons.

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