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| Author: | Kropp, F. |
| Title: | Changing values: A 2020 vision |
| Journal: | Journal of Euromarketing
2003 : VOL. 12:3-4, p. 79-97 |
| Index terms: | Marketing Future Scenarios Forecasting techniques Europe |
| Freeterms: | Values |
| Language: | eng |
| Abstract: | This study examines the roles that values (hereafter as: val./vals.) play in marketing and the nature of value change. The List of Values (LOV) is used to measure individual vals. The study employs two futures research tools, socioeconomic scenarios and the Delphi process, to understand the nature of change in vals. In addition, the cultural materialism paradigm, is used to examine a paradigm shift in vals. The paper argues that North America and Europe are in the midst of a major paradigm shift, comparable to the shift from the Middle Ages to the Industrial Age. Implications for European vals. and marketing are assessed. |
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