Combating modern slavery through four pillars of marketing power

Kubacki, K. and Szablewska, N. (2024). Combating modern slavery through four pillars of marketing power. In: Proceedings of Academy of Marketing 2024 Annual Conference and Doctoral Colloquium: Marketing: Fusing resilience and power for public value – igniting marketing’s social spirit (Strong, C.; Bosangit, C.; Koenig-Lewis, N.; Lee, Z.; Moldes Andres, O. and Rosier, E. eds.), 1-4 Jul 2024, Cardiff University, Cardiff.

URL: https://academyofmarketing.org/wp-content/uploads/...

Abstract

Modern slavery covers grievous forms of exploitation, ranging from forced labour to forced marriage. Marketing’s role in combating modern slavery remains a neglected topic in the marketing literature, but it remains a major topic across wider business literature. Our study disaggregates organisational actions into four main pillars of marketing power, namely individuals, materialities, institutions and discourses, and their impact on the creation of and/or mitigation of environments conducive to modern slavery.

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