Table 4. Taxonomy of marketing solutions... | Emerald Publishing

Table 4.

Taxonomy of marketing solutions and exemplar research questions

Marketing solutions	Research questions
Communication and norm activation	Which message frames (risk, social proof, efficacy) most effectively convert intent to cooperative action across dilemmas with low observability? Do public dashboards and descriptive-norm cues reduce misperceptions and free-riding more than incentive-only nudges? When do brand–message fit and source credibility amplify the impact of communication and norm-activation on cooperative behavior in social dilemmas? What channel mixes (owned, social, influencer, community) most efficiently reach hesitant segments in pandemic, privacy, DEI and climate contexts? How can marketing/marketers educate customers, employees and other stakeholders to protect social and environmental values?
Regulation (payoffs and enforceability)	Under dispersed irreversible externalities, which fee/standard/penalty designs maximize compliance while preserving customer value? What co-regulation models (firm + regulator + NGO) accelerate adoption compared to unilateral firm rules? In data privacy, which consent architectures (granular defaults, purpose limitation) best balance targeting yield and trust? How do assurance signals (labels, trust seals) interact with price/promotions in driving uptake of compliant offers? How can various industry associations facilitate marketing processes that allow firms to take bold actions and reduce their social and environmental impacts? How can superordinate authorities (i.e., industry associations and policymakers) use marketing strategies to enhance the private sector’s involvement in reducing social and environmental impacts?
Group-structure and governance	When coordination needs are high, do shared standards and transparent metrics outperform bilateral agreements on sustained cooperation? Which pre-competitive alliances (e.g. shared measurement, pooled R&D, interoperable IDs) deliver the largest spillovers across climate, pandemic, privacy and DEI? What forms of community co-creation (employee resource groups, citizen panels) improve monitoring and reduce social distance? When do voluntary, cross-firm standards (via trade associations or consortiums) emerge and persist without a central enforcer and what minimal enforcement devices (e.g. third-party certification, shared metering, reciprocity rules) sustain cooperation over time? Which governance designs for shared information (e.g. contribution thresholds, benefit-sharing rules, audit trails, sunset clauses) reduce free-riding and adverse selection while preserving privacy protections and equity goals across participants?
Strategic marketing	When the short–long payoff gap is large, which product/service/journey redesigns most effectively lower the private cost of cooperation at parity performance? Which defaults (privacy-protective settings, inclusive user experience patterns, low-carbon shipping) persist without backfire? What circularity and durability moves (repair, take-back, modularity) raise retention while reducing footprint? When do access-over-ownership and sufficiency/demarketing strategies outperform volume growth (e.g. categories with large, partly irreversible externalities)? Which privacy-preserving technologies (on-device modeling, aggregated measurement) sustain campaign ROI while improving trust?

Marketing solutions	Research questions
Communication and norm activation	Which message frames (risk, social proof, efficacy) most effectively convert intent to cooperative action across dilemmas with low observability? Do public dashboards and descriptive-norm cues reduce misperceptions and free-riding more than incentive-only nudges? When do brand–message fit and source credibility amplify the impact of communication and norm-activation on cooperative behavior in social dilemmas? What channel mixes (owned, social, influencer, community) most efficiently reach hesitant segments in pandemic, privacy, DEI and climate contexts? How can marketing/marketers educate customers, employees and other stakeholders to protect social and environmental values?
Regulation (payoffs and enforceability)	Under dispersed irreversible externalities, which fee/standard/penalty designs maximize compliance while preserving customer value? What co-regulation models (firm + regulator + NGO) accelerate adoption compared to unilateral firm rules? In data privacy, which consent architectures (granular defaults, purpose limitation) best balance targeting yield and trust? How do assurance signals (labels, trust seals) interact with price/promotions in driving uptake of compliant offers? How can various industry associations facilitate marketing processes that allow firms to take bold actions and reduce their social and environmental impacts? How can superordinate authorities (i.e., industry associations and policymakers) use marketing strategies to enhance the private sector’s involvement in reducing social and environmental impacts?
Group-structure and governance	When coordination needs are high, do shared standards and transparent metrics outperform bilateral agreements on sustained cooperation? Which pre-competitive alliances (e.g. shared measurement, pooled R&D, interoperable IDs) deliver the largest spillovers across climate, pandemic, privacy and DEI? What forms of community co-creation (employee resource groups, citizen panels) improve monitoring and reduce social distance? When do voluntary, cross-firm standards (via trade associations or consortiums) emerge and persist without a central enforcer and what minimal enforcement devices (e.g. third-party certification, shared metering, reciprocity rules) sustain cooperation over time? Which governance designs for shared information (e.g. contribution thresholds, benefit-sharing rules, audit trails, sunset clauses) reduce free-riding and adverse selection while preserving privacy protections and equity goals across participants?
Strategic marketing	When the short–long payoff gap is large, which product/service/journey redesigns most effectively lower the private cost of cooperation at parity performance? Which defaults (privacy-protective settings, inclusive user experience patterns, low-carbon shipping) persist without backfire? What circularity and durability moves (repair, take-back, modularity) raise retention while reducing footprint? When do access-over-ownership and sufficiency/demarketing strategies outperform volume growth (e.g. categories with large, partly irreversible externalities)? Which privacy-preserving technologies (on-device modeling, aggregated measurement) sustain campaign ROI while improving trust?