Macromarketing Perspectives from Latin America

Abstract

The Special-Issue Editors introduce the Strategic Management Conference in Latin America (SMLA) and three exemplary articles that emerged from it. The articles feature research on important Macromarketing topics, including sound and sustainable housing policies, farmers’ adaptation to climate change, and crisis management and adaptation. Macromarketing has a rich, if perhaps under-reported, tradition of research on the interactions among markets, marketing and society in Latin America. This special issue is intended to provide a forum for such research and to inspire further participation in the Macromarketing discourse among Latin American scholars.