Using neo-animism to revisit actors for Sustainable Development Goals (SDGs) in S-D logic
研究指出主流营销本体论以人类为中心，忽视人与其他生物的关系，不利于实现联合国可持续发展目标；通过引入新泛灵论，提出三个本体论推动因素，将人与整个生物群落的关系融入资源整合和价值共创。
To achieve the UN Sustainable Development Goals (SDGs), a marketing ecosystem composed only of human producers, customers/consumers, and economic stakeholders is inadequate. Instead, foundational rethinking is required. The study’s purpose is to analyze some of the constraints inherent in dominant marketing ontologies for reaching the SDGs. One such foundational constraint in the dominant market ontology is human-centricity, ignoring relationships between humans, animals, and other members of the natural biotic community. Neo-animism rejects the culture (humans)-nature dichotomy. We present three contributions that we call ontological enablers to pursue the SDGs. These contributions bridge a neo-animist approach to resource integration and value cocreation in service-dominant (S-D) logic, which entails implications for researchers and managers. Future research avenues elaborate a relational resource integration and cocreation approach between people and diverse members of the entire biotic community.