Marketing is among the most powerful cultural forces at work in the contemporary world, affecting not merely consumer behaviour, but almost every aspect of human behaviour. While the potential for marketing both to promote and threaten societal well-being has been a perennial focus of inquiry,...

pt. 1. Conceptual, theoretical and methodological clarifications -- pt. 2. Individual initiatives for ethical innovations -- pt. 3. Toward innovative and ethical organizations -- pt. 4. Systemic changes for ethical innovations.

Whereas discovery is fundamental to entrepreneurship, there is low understanding of how and why some discovered opportunities spread through market systems. We draw from epidemiological theories of how contagious viruses spread through human populations and propose adaptations of epidemic...