An exploration of positive marketing in practice

Abstract

Positive marketing is an emerging construct aimed at transforming marketing practice. The nascent literature on positive marketing identifies different types of this construct. The literature on positive marketing says very little on the nature of the value created by practitioners or how practitioners should implement this construct in practice. The purpose of this study is to explore the conceptualization and implementation of positive marketing in practice. We explore the views and experiences of marketing practitioners that have demonstrated the adoption of positive marketing using a series of in-depth interviews. We find that value created by the positive marketing practice is relative to the user experience and that leadership orientation is a key enabler to the adoption of positive marketing.