Amid globalization and digitalization, market access is relatively more difficult due to various obstacles caused by political and social forces. Large enterprises with limited control over regulation-making with values not in sync with the society experience difficulty accessing markets. Megamarketing represents an effort by business enterprises to counter closed market access by way of managing two “mega” forces: political and social power. The practice of megamarketing has considerably evolved with the changing times -- considering the increasingly significant role of society, preventive interventions, and political forces. Business enterprises can apply megamarketing by (1) better understanding the political and social landscape, (2) integrating relevant organizational functions, and (3) addressing the issues that restrict market access.
|Original language||English (US)|
|Journal||Journal of Macromarketing|
|State||Accepted/In press - 2021|
- political power
- public affairs
- social power
ASJC Scopus subject areas